How to Write Headlines

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What is a headline?

Here are three legends of copywriting saying almost the same thing about the purpose of a headline:

Eugene Schwartz says "The purpose of a headline is get them to read the second line. The purpose of the second line is to get them to read the third line. The purpose of the fourth line is to get them..."

Joe Sugarman says "All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy."
Michael Fortin says "A headline is meant to do two vital things. No more and no less. First, it needs to grab your reader's attention. And the headliner's second job is to pull the reader into the copy."

Why is a headline important?

David Ogilvy says "On the average, five times as many people read the headline as read the body copy."

Gary Halbert says "How important are headlines? I'm glad you asked. I, myself, have re-headlined ads and increased their pull by 475%. I have a client who pays me $195,000 per year to write headlines. Headlines are where I spend more creative effort than any other aspect of my work."

How do I write an effective headline?

Dane Maxwell's Approach

End Result Customer Wants + Specific Period Of Time + Objections
Examples:

"Hot fresh pizza delivered to your door in 30 minutes or it's free"
"Your home sold in 90 days or I'll buy it"
"In 1 hour, learn the copywriting systems that will double your conversions"

Dane stresses the following point when writing headlines:

Be clear not clever.

Michael Fortin

Gap Analysis
"Gapper" formula
Create a gap between a prospect's problem and its solution
A headline that communicates a problem (i.e., a painful situation or a potentially painful one that may arise without the benefits of your offer) will have more impact.
The "pain-pleasure principle" by Abraham Maslow, states that people either fear pain and try to avoid it, or crave pleasure and try to gain it. When given a choice between the pain or pleasure, pain is almost always a superior motive.

Triggers
Ask yourself, "Does my opening statement beg for attention, and genuinely cater to the dominant motives and resident emotions of my market?"
Curiosity ("Revealed! Closely Guarded Secrets For ...")
Fear ("Over 98.4% of People End up Broke When ...")
Pain ("Suffering From Needless Back Pain? Then ...")
Convenience ("How to Increase Your Chances With ...")
Laziness ("Slash Your Learning Curve By 57% When ...")
Greed ("Boost Your Income By More Than 317% When ...")
Pride, Power, Ego ("Make Fellow Workers Squirm With ...")
Assurance ("... In Less Than 60 Days, Guaranteed!")
Anger ("Banks Are Ripping You Off! Here's Why ...")
Eugene Schwartz - Breakthrough Advertising

Measure the size of the claim
"LAST WEEK 3,220 COMPANIES SIGNED UP FOR BASECAMP TO MANAGE THEIR PROJECTS. TODAY IT'S YOUR TURN."

Measure the speed of the claim
"FEEL BETTER FAST!"
"IN TWO SECONDS, BAYER ASPIRIN BEGINS TO DISSOLVE IN YOUR GLASS!'"

Compare the claim:
"SIX TIMES WHITER WASHES!"
"COSTS UP TO $300 LESS THAN MANY MODELS OF THE LOW-PRICED THREE!"

Demonstrate the claim by showing a prime example:
"JAKE LAMOTTA, 160 POUND FIGHTER, FAILS TO FLATTEN MONO PAPER CUP!"
"AT 60 MILES AN HOUR, THE LOUDEST NOISE IN THIS ROLLS ROYCE IS THE ELECTRIC CLOCK!"

State the claim as a question:
"WHO ELSE WANTS A WHITER WASH—WITH NO HARD WORK?"
"COULD YOU USE $25 A WEEK EXTRA INCOME?"

Stress the newness of the claim:
"ANNOUNCING! GUIDED MISSILE SPARK PLUGS!"
"NOW! CHROME PLATE WITHOUT HEAT, ELECTRICITY, MACHINERY!"

Stress the exclusivity of the claim:
"OURS ALONE! PERSIAN LAMB ORIGINALS— $389.40!"
"ONLY GLEEM HAS GL-70 TO KEEP TEETH CLEAN ALL DAY LONG WITH ONE BRUSHING!"

Front-loaded Headlines

Your headline will have one word or phrase that conveys more value than the others. Try to put this phrase in the beginning. If you can't, try putting it at the end.

The worst approach, says Dr. Flint McGlaughlin, CEO and Managing Director, MECLABS, is to bury the phrase in the middle. Readers will invest in the first few words. If they don't find something valuable, then you've lost them.

Here's a front-loaded headline (right)
"Get Paid to Take Online Surveys"

Here's a back-loaded headline (wrong)
"Take Online Surveys from Home and Win Cash & Prizes"

Here is a buried, point-middle headline (wrong)
"We Can Help You Get Paid to Take Online Surveys"

Source: sherpablog.marketingsherpa.com/copywriting/tips…