by Dr. Kevin Nunley
The quickest way to success is to use well-tested ideas. In
advertising, nothing has been tested as thoroughly as headlines. Companies
place ads and send out sales letters, then keep a close eye on which headlines
pull the best response. Over time, we have clearly identified four headlines
that work almost every time.
Use a direct headline.
It isn't subtle. It gets right the meat of your offer.
"Save $50 if you order this week."
Use a question headline.
When you ask a question, prospects automatically answer it
in their heads. You get them mentally and emotionally involved in your offer.
"Are you working too hard and not earning enough?"
Use a command headline.
Customers want to know what to do. Tell them. "Buy this
product to improve your life." "Get over the I've-got-no-visitors
blues."
Use a testimonial headline.
Customers often don't believe advertising, but they trust
the words of other customers. List the customer's full name.
Dr. Kevin Nunley provides short articles on a wide
variety of marketing and sales subjects. He supplies marketing advice and
copywriting fast and at a low cost. Dr. Nunley is a veteran broadcaster and
marketing consultant.
