We all know the importance of a powerful headline. However,
writing a great headline isn’t as easy as it sounds.
An effective headline will literally force your potential
customers to learn more. It will instantly ignite a certain
emotion and intrigue them to read on.
In order to write an effective headline, you must learn how
to use specific words to achieve a specific reaction.
Before writing your headline, you must first learn a little
bit about the basic human motivators. According to
psychologist Abraham Maslow, human behavior is always
the result of one or more of five basic needs. He listed
these needs in a sequence that he refers to as “the
hierarchy of human needs.”
He believes that until a less important need is met there
won’t be any desire to pursue a more important need. Below
are the five human motivators, beginning with the basic
needs and continuing to the most important needs.
Physiological - Basic human needs include hunger, thirst,
shelter, clothing and sex.
Safety (Security) - Human need for physical, emotional and
financial security.
Social (Affiliation) - Human need for love, affection,
companionship and acceptance.
Esteem (Self Esteem) - Human need for achievement,
recognition, attention and respect.
Self-actualization - Human need to reach their full potential.
When you are aware of the basic human needs, you can
incorporate these needs into your writing. A great headline
will appeal to your potential customers’ emotions. You must
feel their needs, wants and desires and write your headlines
with passion and emotion.
When writing your headlines, keep in mind, you only have a
few seconds to grab your potential customers’ attention. If
your headline doesn’t immediately catch their attention,
they’ll simply move on and never return. Below are several
different formulas used by professional copywriters to write
compelling headlines.
How to
“How to Increase Your Sales Up to 500% by Using This One
Simple Strategy”
Headlines beginning with ‘how to’ are very successful, as
the Internet is all about information. Internet users have a
strong desire to learn. A headline beginning with ‘how to’
immediately grabs your potential customers’ attention and
forces them to read on.
Question
“Are You Sick and Tired of Working For Someone Else?”
Headlines written in the form of a question are very
effective, as they appeal to your potential customers’
emotions. When they read a headline written as a question,
they’ll answer the question in their mind. If the question
identifies a specific need, want or desire, they’ll read on.
Command
“Double Your Income Within the Next 12 months —
Guaranteed!”
A command headline focuses on the most important benefit
your product or service has to offer. It instantly demands
your potential customers’ attention and intrigues them to
read on.
News
“Announcing a Brand New Breakthrough in E-Publishing”
News headlines are very effective and used to announce
new products and services. They are written in the form
of an announcement or introduction and create curiosity.
Testimonials
“Internet Marketing Exclusive is Pure Genius — Our Sales
Have Increased by 40%!”
Headlines written in the form of a testimonial are very
effective, as they instantly begin building trust.
When writing your headlines, certain words, when combined
together, will literally draw your readers’ attention to your
ad. Below are of few of these “Power Words” that
consistently work.
Breakthrough
Discover
Discovery
Easy
Free
Guaranteed
Hidden
Incredible
Love
Master
Money
New
Powerful
Profits
Proven
Results
Revealed
Scientific
Secret
Shocked
Shocking
Ultimate
Uncovered
You
Your
According to a Yale University study, the following words
are the most powerful words in the English language.
Money
Discovery
Save
Easy
New
Love
Health
Proven
You
Results
Guaranteed
Safety
Just as certain words ignite different emotions, certain
subjects have a broader interest than others do. Some of
the most popular subjects include wealth, love, health
and safety.
Take your time and try the different formulas according to
your needs. Use a combination of the power words and write
a headline that sells. By learning the art of writing headlines
that focus on the basic human needs and emotions, you can
increase your sales considerably.
Copyright © 2001, all rights reserved
About the Author:
Shelley Lowery is the author of Ebook Starter - A complete
ebook design kit. Subscribe to Etips, for a wealth of quality
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