Writing a Headline

The headline on any sales letter, website, campaign, etc. has a couple of main purposes. First, it is to attract the attention of the person who needs your product. Second, it is to let the others, who do not need the product, know that this is not for them.

The headline should make the prospect curious. It should make him wonder how you can help him. It should make him continue to read, or continue to watch your message. Put a picture in the customer's mind that will make him want to read further.

Effective headlines often follow the four "U's":

1. Urgency. There should be a reason the customer should act now, not wait until later.
2. Usefulness. The headline should show the customer that you have something that will help him, will improve his life.
3. Uniqueness. The headline should show or imply that your product is somehow different than everything else out there.
4. Ultra-specificity. You can't be vague. There must be a specific benefit that the customer wants.

If you can somehow get all four "U's" in the headline, and at the same time make him curious to know more, your sales will undoubtedly increase.