How Headlines
Help You Sell More Information on the Web
© David Garfinkel - All Rights Reserved
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 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 headlines are,
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
as titles to a piece of copy or an article
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The headline for this
article, for example, is
"How Headlines Help You Sell More Information on the
Web."
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Today I'm going to give you
some shortcuts to creating world-class headlines
that
will help you sell information much more effectively than ever
before.
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
page, and
3) it sets an expectation so the prospect wants
to
read more. |
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,
tune-ups
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 yourself
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Take all of these, pick
the best words, and put them into a headline. Like this:
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Prevent 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, rivet attention, and set
expectation) 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
Rip-Offs
2) Why Some People Never Get Ripped
Off
by Auto
Mechanics
3) The Secret of Preventing
Auto-Mechanic Rip-Offs
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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 compliments!
:)
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 an hour!
To your success,
David Garfinkel
 David
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 information,
CLICK HERE
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