Progressive Headlines Guide Customers To Buy

Headlines are, without a doubt, one of the most important elements in copywriting. As has been said countless times before, if you don't get your readers' attention with the headline, the chance of them reading your copy is virtually none. But headlines (and sub-headlines) play a vital part in the copywriting process for other reasons, too.

Whether we, as copywriters, like it or not, the fact is most people will not read all the copy word for word. Headlines can help fill in the blanks in several ways so "skimmers" still get the gist of the information included in the copy.

Headlines Outline the Benefits

Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:

• Work From Anywhere In Your Home

• No More Jumbled Cables Strung Everywhere

• Have Multiple Computers Online At The Same Time

• Make All The Computer Users In Your Home Happy

Even if the customer didn't read the copy included in between these heads and sub-heads, they would still be made aware of all the benefits of having a wireless home network.

Headlines Give An Overview

Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use the following headlines.

New Book Takes You Step-by-Step Through Starting Your Own Business

An introduction would go here as well as copy designed to gain the attention of the reader.

Starting A Business Is Easier Than Ever

Continue with the copy here.

The Little Known Secrets In This Book Will Show You How

More copy here.

See? As you read through the headlines and sub-headlines they make sense even without any copy. This serves to give an overview of the information to those customers who may not read every word of the copy you've written. If they read just the headlines and sub-heads, they'll still understand what you're offering.

Headlines Can Raise Curiosity

Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers" with your headlines and only give so much information before stopping. When you use these and other interest builders, you can encourage customers to read further into your copy just to satisfy their curiosity. Using natural gardening products as our example, the headlines and sub-heads often look like this:

• My Roses Are Bursting With Blossoms Since I Stopped Watering Them

• My Prize-Winning Tulips Would Wither Up and Die If It Weren't for?

• Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?

These statements make you think. They start the reader wondering so that he/she continues to read on to get the rest of the story.

When creating headlines in your copy, think about how they all work together. Instead of just plopping bolded words in between paragraphs, create a plan revolving around progressive headlines that can lead your readers to buy.

by Karon Thackston © 2004

About The Author

Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.

IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:

Tired of endlessly searching the 'Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit Learn Copywriting today for the widest collection of the most popular copywriting resources available.

kt@copywritingcourse.com

---

Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language...

In this article, I am going to reveal a dozen... Read More

Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting

Each weekday during my Red Hot Copywriting Bootcamp, attendees (or... Read More

Knowing Copywriting Basics - How To Get Ahead In Your Copy Writing Business

In order to get ahead in your copy writing business,... Read More

Top 3 Rules for Writing Effective Copy

One thing all successful Internet marketers have in common is... Read More

How To Test The Body Of Your Sales Copy For Weaknesses

Your sales copy is the life source of your business.... Read More

Memorable Sales Copy -- How to Write it

Want to know the secret of creating MEMORABLE promotional copy?... Read More

The Formulas Freelance Copywriters Employ When Creating Web Content

What is it exactly that copywriters DO when they produce... Read More

Top 10 Ways For Copywriters To Overcome Writers Block

We all know that words have the power to persuade,... Read More

How You Can Find Freelance Copy Editing Jobs

Even for those with the skills needed, finding copy editing... Read More

Custom Writing Services: Market Overview

Market identification Custom writing services market is a sector of... Read More

Five Keys To Leaner and Meaner Copywriting

Grab 'em and don't lose 'em. Every marketer knows that... Read More

Copyright, Copyrighting, and Online Copyright Abuse - Save Yourself the Headache by Reading This!

Lets start with copyright infringement.It is easily explained as copying... Read More

Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them

When you're writing or evaluating copy for a B to... Read More

Write Hard-Hitting Headlines With Magic Words That Sell

Writing a killer headline for your copy is simple! You... Read More

Dissolving Buyer Scepticisim ... A Lesson In Copywriting

When making a purchasing decision, people have their "rip off... Read More

How You Can Proofread Your Own Work

Putting out a high quality product is a given these... Read More

Crank Out More Articles More Often With An Article Swipe File

If you write copy you need a swipe file. A... Read More

Real Estate Professionals Need You to Write for Them!

Ask yourself these questions:Are you an experienced writer?Do you want... Read More

Website Promotion: 10 Secret Motivational Triggers That Make People Buy

Unless you know the secret motivational secrets that make people... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

Web Writing - Dont Lose Your Visitors Attention!

Did you know that your writing can have a huge... Read More

Revealed: The $12,500 Copywriting Formula

Have you heard of Brian Keith Voiles? Probably not, but... Read More

Three Tips For Magnetizing Your Copy

The difference between good copy and great copy is the... Read More

Organizing Your Data to Write Better Copy

Last quarter I talked about interviewing / gathering data. So... Read More

Fill Your Readers with Confidence

Site visitors generally stay with you for as long as... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest... Read More

How To Take Your Freelance Writing Chances

Your initial freelance writing assignments are the best way to... Read More

What A Ghostwriter Needs To Do To Earn Top Dollar

The huge demand for writers online is really for ghostwriters.... Read More

Dont Forget The Copywriting

Copywriting And Content CreationOne of the most important, but often... Read More

Website Advertising: 10 Tactics To Make Your Ad Copy More Impactful

If your ad is not generating a lot of sales,... Read More

The Secret to Drilling Down Deep in Your Target Market

Here's another drill ripped out of the Field Guide for... Read More

9 Tips for Great Design of Your Marketing Materials

1) Don't just hire a good designer. Hire someone who... Read More

How to Start and Sustain a Career as a Freelance Writer

Have you wondered how you can make a career writing... Read More