How Headlines Help You Sell More
on the Web
© David Garfinkel - All Rights Reserved
If you've been marketing information on the Web - or
even THINKING about marketing on the Web -
surely you've heard many times how important
and how they can
increase the selling power of the same piece of copy
by five, 10, 15 times or even more.
Headlines, of course, are the strings of words
(sometimes a full sentence, sometimes not) that act
to a piece of copy or an article
Today I'm going to give you
some shortcuts to creating world-class
will help you sell information much more effectively
than ever before.
headline for this article, for example, is
"How Headlines Help You Sell More Information on the
If you have a Web site
selling an ebook, an ecourse, a live seminar, a teleseminar,
or some other information product, you want to start by
creating a headline that does three things:
| 1) it
stops your prospect from surfing
2) it rivets the prospect's attention on the Web
3) it sets an expectation so the prospect wants
Let's look at how you can do this.
Suppose your prospects are car owners, and you have written
an ebook to help your prospects keep from being cheated and
overcharged when they go to get their cars fixed.
Going through the three points above:
1) What will stop your prospect from surfing long
enough to at least read the headline? The answer is,
the SUBJECT of your headline. Brainstorming, we come
up with these words for "subject": auto repair,
auto mechanic, garage,
2) What will get and keep your prospect's attention
on the Web page? The answer would be, something
about the PROBLEM
they face in regard to the subject you are writing
about. Brainstorming, we come up with these words to
describe the problem:
rip off, overpaying, being
played for a sucker.
3) What will set an expectation so the prospect wants
to read more? The answer is, something about the
SOLUTION you provide in your ebook. We
brainstorm these words to describe
the solution you'll be providing in the ebook:
prevent, stop, you'll be better informed, protect
Take all of these, pick the best
words, and put them into a headline. Like this:
Auto Mechanic Rip-Offs!
Anyone who's ever been ripped off at a
garage will want to read more!
3 QUICKIE FORMULAS
It's important to go through the three steps to
make sure you're focused on a headline that will
interest your prospect as much as it interests you.
Remember, the headline has to do a lot of work in
very few words.
The headline we just came up with - Prevent Auto
Mechanic Rip-Offs! - does THREE jobs (stop the prospect
from surfing, rivets attention, and sets expectations)
in only FOUR words!
But to make writing headlines a little easier for you,
after you've done the three steps, here are three
fill-in-the-blank formulas, each of which will work
to sell just about any information product online:
1) How To
2) Why Some People
3) The Secret of
Let's try these out for our hypothetical auto
repair consumer protection book.
1) How to Prevent Auto Mechanic
2) Why Some People Never Get Ripped
3) The Secret of Preventing
Wow! Any of these will work just
fine! (And if you happen to be writing a book
on this exact subject - hey, they're yours, with my
So, to wrap this up: Most professional copywriters
spend hours -
sometimes days - coming up with a killer headline. I've
just shown you how
to come up with one every bit as good as what a pro will
come up with - and it shouldn't take you more than half
To your success,
Garfinkel, known by many as "the world's greatest
copywriting coach," is co-author of "eBook Secrets
Exposed: How to Make Massive Amounts of Money in Record
Time With Your Own eBook (whether you wrote it or
not!)," the authoritative guide to making money
publishing information online.
For more on
Secrets Exposed CLICK HERE
A Collection of 1000+
Help your Business With This Instant, High-Powered
Reference Guide To Creating Powerful, Attention-Grabbing
Headlines -- On Demand!
This Guide is Available