In the last email I sent, I gave you an overview of the specific elements that go into a direct response marketing ad. 

Now it's time to break those elements down, so today I want to talk about headlines.

The Most Critical Element of the Ad

In a direct response marketing ad, the headline is going to be the most important part of the ad.

Why?

Because it's going to be what draws people into the ad. The image doesn't. Sure, it attracts attention, but it doesn't provide a reason to read the ad.

And no one is going to see your offer unless they first read your headline, and unless your headline is compelling enough to make them want to read further.

Taking Time To Get It Right

That's why you need to spend a great deal of time on your headline when writing an ad. I know of some professional ad copywriters who will write dozens of headlines, combing through them until they get just the right words.

One copywriter I know says that when he writes a sales letter or ad, he spends 80% of his time on the headline. His claim is that once he gets the headline right, the rest of the ad or sales letter writes itself.

Personally, when I'm writing sales copy for a client I might write a dozen different headlines before I get it right. Or, if I already have an idea of what I want to say, I'll edit the headline over and over until it is just want I want.

The important thing to remember is that your headline must be compelling enough to make the reader want to know more. That's what's going to get them to read your ad.

Making the Headline Work

When you write a headline, there are a few things to consider:

Length - If the headline is too long, no one will read it. So, you want to get the point across in as few words as possible.

Years ago I read a book on writing sales copy by Ted Nicholas. He said his rule for writing headlines was to keep them under 17 words. I don't know how he arrived at that number, but I usually try to keep my headlines to 15 words or less.

Brevity is key. So, make sure your headline is a "head-line" and not a "head-paragraph."

Emotion - All good sales copy sells on emotion instead of facts. Facts are used to back up your claims, but emotion is what sells. And your headline should trigger a strong emotional response in the reader.

That means when you write it, you have to know what the reader's needs, wants, and fears are, and you have to tap into them. Good copywriters always say you need to know what keeps your reader up at night. And if you can tap into that in the headline, you'll likely get your reader to read your ad.

Bold Claims - It's easy to go overboard with headlines, and that's when your ads start to look like something P.T. Barnum wrote. However, bold claims will grab attention better than any other approach.

Many times the reader will be skeptical, and they'll read the ad simply to prove you wrong. But often, if you've hit on a secret fear or desire of theirs, the reader secretly wants the ad to be true! 

That's why it's okay to make a bold claim in your headline... so long as it is something you can back up and that speaks to your target audience.

So, when writing headlines, be bold.

The Headline Makes the Ad

Finally, remember that the headline makes the ad. It sets the tone for the ad, it dictates the theme for the ad, and it also sometimes determines the offer you'll use at the end of the ad.

Again, taking your time to get the headline right will pay off. A strong headline can make up for weaker copy in the body of the ad. So take the time to get it right.

Coming Up...

Tomorrow we'll talk about subheadlines and body copy. Stay tuned!