by: Jay Conrad Levinson and Mitch Meyerson
by: Jay Conrad Levinson and Mitch Meyerson
Headlines are used in ads, commercials, telemarketing calls, direct mail letters, websites, sales presentations and
more. Can you write great ones?
Every guerrilla destined for marketing victories knows very well that if you have ten hours to spend creating a marketing
weapon, you should spend nine of them creating the headline. It's the first impression you make, often the only impression,
and the rest of your marketing weapon will live or die by the quality of that headline.
Don't think that just because you don't run print ads your headline is not important. Another way of thinking about a
headline to think of it as the first thing you say to prospects. Wise marketing people have said that you should picture yourself
knocking on someone's door which is then opened by a very busy person. You can say one thing before that person slams the
door in your face or opens it widely and invites you in. You have the opportunity tell your whole story in one line or to
say something so intriguing that the prospect will want to hear more.
You'll have this opportunity in print ads to be sure, but also with first lines of TV spots and radio commercials, with
opening lines of letters and postcards, with first statements made by sales reps or telemarketers, in brochures and on websites,
in yellow pages ads and sales videos, in classified ads and infomercials, at trade shows and catalogs. People will decide
to read or hear your message or to ignore you completely. It all depends on your headline. If your headline is a loser, you
have three strikes against you when you step up to the plate. Lotsa luck!
All guerrillas on earth are delighted that technology now makes marketing easier than ever, that websites enable them
to market with even more fervor, that new software lets them create dynamite marketing materials right in their own offices
-- but they never lose sight of the fundamentals and headlines are the cornerstone. It's the headline that dictates your positioning
in your prospects' minds and it's the headline that will attract either attention or apathy. Nothing you say to a prospect
is more important.
In print, you have one line to get that attention. On radio or TV, you have three seconds, and you have those same three
seconds with any sales presentations or telemarketing calls. Win attention and interest during that brief period or you won't
win it later. There will be no later.Now that I've alerted you as to the importance of headlines, here are 20 hints to help
you create winning ones:
1. Know that your headline must either convey an idea or intrigue the reader or listener into wanting to learn more.
2. Speak directly to the reader or listener, one at a time, even if 20 million people will be exposed to your message.
3. Write your headline in newsy style.
4. Use words that have the feeling of an important announcement.
5. Test headlines that start with the word "announcing."
6. Test headlines that use the word "new."
7. Put a date in your headline.
8. Feature your price, if you're proud of it, in your headline.
9. Feature your very easy payment plan.
10. Announce a free offer and use the word "free."
11. Offer information of value right in your headline.
12. Start to tell a fascinating story; guerrillas know that marketing really is the truth made fascinating.
13. Begin your headline with the words, "How to."
14. Begin your headline with "why," "which," "you," "this" or "advice."
15. Use a testimonial style headline.
16. Offer the reader a test.
17. Use a huge one-word headline.
18. Warn the reader not to delay buying.
19. Address your headline to a specific person; every day there are specific individuals who want exactly what you are
20. Set your headline in the largest type on the page and start your verbal presentations right with the headline.
If the reader or listener isn't stopped by your headline, they'll move onto something else that does stop them. After
all, they're looking to be stopped by something and if it's not your message it will be someone else's. Headlines and opening
lines are your initial bonds to your prospects. And never forget for one second that what you say is the manner in which you
say it. Bend over backwards to be believed. Boring and indirect headlines sabotage thoughtful copy and brilliant graphics
every day of the year, including Christmas.
Stupendous offers are not accepted by a ready public because the headline or opening line fell down on the job. There
are far more terrible headlines than great ones in every edition of every newspaper and magazines. In such an atmosphere,
guerrillas thrive. They love when others run headlines that are cutsie pie and off the point. They are enthralled when competitors
run ads that draw attention away from the prime offering because a copywriter wanted to make a pun or get a laugh.
But you can be sure their own headlines always get noticed, generate readership, attract responses, and result in profits.
Although a company cannot achieve greatness solely based upon their headlines and opening lines, without solid first impressions,
its growth will be seriously impeded. Your job may be to create headlines or to judge them. It is one of your most important
About The Author
Mitch Meyerson is the author of Success Secrets of the Online Marketing Superstars (Dearborn Trade 2005) and three acclaimed
psychology books. Get your free marketing jumpstart kit at http://www.gmarketingcoach.com
SALES & MARKETING BOOKSTORE FOR PUBLISHERS & WRITERS ADD AMAZON & CLICKBANK, DVD's TOO Uncover the hidden
profits in your business and boost your profits, with information and knowledge from proven experts. Authors: Joe Vitale (Hypnotic
Marketing) Ted Nicholas (One of the world's most successful Direct Marketers) Jay Conrad Levinson (Guerilla Marketing) Joe
Sugarman (Psychological Triggers) Mark Joyner (Godfather of Internet Marketing) Joshua Shafran (Proven step-by-step formula)
David Garfinkel (Copywriting) Brian Tracy (Sales Success) Christian Godefroy (Sales Letters That Sell) Mark Smalley (Advertising
Success) Roger Parker (Author Inside You) Bob Bly (Customer Service) Kevin Donlin (Customer Loyalty) Michel Fortin (Internet
Marketing) Paul Krupin (Free Publicity) Dan Janal (Branding on the Net) Catherine M Schultz (Ezine Marketing) Steve Humphrey
(CGI in 2 Hours) Information From Joe Vitale, The Hypnotic Marketing Series... HypnoticLibrary.com
By Joe Vitale This is a complete collection of Joe's most popular products. HypnoticMarketing.com
By Joe Vitale This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes
Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in
less than 90 days. HypnoticWriting.com
By Joe Vitale This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic"
tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively. AdvancedHypnoticWriting.com
By Joe Vitale This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use
the phenomenon of hypnotic suggestion to turn your words into cash. HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and
Web sites -- in 7 minutes or less. HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson This ebook shows you how to write persuasive endorsements that can help you increase sales.
By Joe Vitale and Larry Dotson An ebook that tells you how to get free advertising for your business by writing hypnotic
joint venture proposals. HypnoticSellingTools.com
By Joe Vitale and Larry Dotson Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words,
phrases and sentences. HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson
years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating
millions and millions of dollars of revenue. ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make
your business pay off like a slot machine. SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell.
By Joe Vitale An interactive online video advertising course featuring book, workbook, and video instruction that has been
one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful
ad campaigns. HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson HypnoticSellingStories.com
By Joe Vitale and Larry Dotson * Red Information From Ted Nicholas, one of the world's most successful direct marketers...
HowiSold400MillionWorthOfProductsAndServices.com By Ted Nicholas Your affiliate link is: http://www.HowiSold400MillionWorthOfProductsAndServices.com/g.o/11722
This monumental ebook shows you how to prepare profitable copy for your own business with Ted Nicholas' hard won marketing
and advertising secrets. MagicWordsThatMakeYouRich.com By Ted Nicholas Your affiliate link is: http://www.MagicWordsThatMakeYouRich.com/g.o/11722
This ebook is written by Ted Nicholas, widely recognized as one of the greatest direct marketing wizards of all time. In "Magic
Words" Ted reveals the 17 magic words that can make you a fortune. YourGoldenMailbox.com By Ted Nicholas Your affiliate link
is: http://www.YourGoldenMailbox.com/g.o/11722 In this ebook, Ted Nicholas tells you step-by-step how to start and prosper
in your very own direct marketing business. These are the techniques that helped Ted earn 1,000,000 dollars in just six months.
PublishABookAndSellAMillionCopies.com By Ted Nicholas Your affiliate link is: http://www.PublishABookAndSellAMillionCopies.com/g.o/11722
This ebook that tells you how to enter the world of publishing and make thousands, even million of dollars. Information From
the Jay Conrad Levinson, world's expert on Guerilla Marketing... GuerrillaMarketingDuringToughTimes.com By Jay Conrad Levinson
Your affiliate link is: http://www.GuerrillaMarketingDuringToughTimes.com/g.o/11722 The only course that will show you exactly
how to survive during bad economic times. GuerrillaMarketingForTheNewMillennium.com By Jay Conrad Levinson Your affiliate
link is: http://www.GuerrillaMarketingForTheNewMillennium.com/g.o/11722 The ground-breaking new marketing course by Jay Conrad
Levinson. Learn to think and market like a guerrilla and crush your competitors. MarketingOnSteroids.com By Jay Conrad Levinson
Your affiliate link is: http://www.MarketingOnSteroids.com/g.o/11722 Jay Conrad Levinson is probably the most respected marketer
in the world. In his new ebook Jay reveals how you can use marketing steroids legally to make your business insanely profitable.
Information From Joe Sugarman... PsychologicalTriggers.com By Joe Sugarman Your affiliate link is: http://www.PsychologicalTriggers.com/g.o/11722
A groundbreaking ebook that takes you deep inside the caverns of the human mind and reveals secret strategies you won't read
anyplace else. No weapon ever forged in marketing has been as powerful as the knowledge of psychological triggers that cause
people to buy what you’re selling. Information From Mark Joyner, the Godfather of Internet Marketing... UltimateMarketingSeminar.com
Earn 200 dollars per sale!! By Mark Joyner Your affiliate link is: http://www.UltimateMarketingSeminar.com/g.o/11722 Coming
soon... this is the legendary last seminar that Mark held before leaving Internet marketing. Recorded on 15 DVD's. MarketingManuscript.com
By Mark Joyner Your affiliate link is: http://www.MarketingManuscript.com/g.o/11722 Confidential Internet Intelligence Manuscript
- A collection of scientifically proven, proprietary techniques that Mark Joyner has tested and perfected. Just one technique
can increase your Internet sales by 32%. KillerTactics.com By Mark Joyner Your affiliate link is: http://www.KillerTactics.com/g.o/11722
1001 Killer Internet Marketing Tactics - This is our (now famous) flag-ship marketing course written by Mark Joyner. Still
the only interactive internet marketing course around. Widely regarded by many in the world as the most effective Internet
marketing course on the market. OnlineCasinoCashCows.com By Mark Joyner Your affiliate link is: http://www.OnlineCasinoCashCows.com/g.o/11722
How to profit from the booming online casino and gambling business. Information From Joshua Shafran... RealNetProfits.com
Earn 100 dollars per sale!! By Joshua Shafran Your affiliate link is: http://www.RealNetProfits.com/g.o/11722 Finally, a SYSTEM
to make a gigantic income on the Internet from thin air that molds itself to YOU. If you have the desire, you can begin creating
"Net Profits on Demand" in only 20 days with this complete system that contains all the tools you need. If you can knock down
dominos, you can trigger this business process that can't be stopped. Information From David Garfinkel... KillerCopyTactics.com
By David Garfinkel Your affiliate link is: http://www.KillerCopyTactics.com/g.o/11722 A fully interactive multimedia course
by David Garfinkel, the man many call "The World's Greatest Copywriting Coach." David will show you "how to turn words into
cash" in this groundbreaking tour-de-force. This course sets the bar for what Internet based learning should be. AdvertisingHeadlinesThatMakeYouRich.com
By David Garfinkel Your affiliate link is: http://www.AdvertisingHeadlinesThatMakeYouRich.com/g.o/11722 This ebook makes it
unnecessary to write another headline ever again. David Garfinkel has been described as, "the world's greatest copywriting
coach." He's a successful results oriented copywriter and his new ebook shows you exactly how to adapt proven money-making
headlines to your business. Information From Brian Tracy... 24TechniquesForClosingTheSale.com By Brian Tracy Your affiliate
link is: http://www.24TechniquesForClosingTheSale.com/g.o/11722 This RealVideo sales course by Brian Tracy is packed with
63 powerful minutes of killer sales closing strategies. It shows you powerful tactics that can double or triple your sales
closing rate -- and teach you how to sell 50% to 100% of all prospects. Information From Other Marketing Masters... SalesLettersThatSell.com
By Christian Godefroy Your affiliate link is: http://www.SalesLettersThatSell.com/g.o/11722 This is the secret copywriting
book that many copywriting masters refer to on a regular basis. Here's what Joe Vitale had to say about it: "When I moved
from Houston, Texas to the Austin area, Godefroy's book was one of only three books I put in my car with me for safe keeping."
FormulasThatGuaranteeAdvertisingSales.com By Mark Smalley Your affiliate link is: http://www.FormulasThatGuaranteeAdvertisingSales.com/g.o/11722
This ebook gives you proven formulas to generate millions of dollars in Internet advertising sales -- in both boom and bust
cycles. ProfitFromTheAuthorInsideYou.com By Roger Parker Your affiliate link is: http://www.ProfitFromTheAuthorInsideYou.com/g.o/11722
This step-by-step guide that tells you how you can easily publish a book, and multiply your profits. Learn why anyone can
write a book -- but only Roger can tell you how to increase your profits by up to 497%. SureFireCustomerServiceTechniques.com
By Bob Bly Your affiliate link is: http://www.SureFireCustomerServiceTechniques.com/g.o/11722 This ebook gives you 197 surefire
customer service techniques for people with no people skills, and scripts to use when speaking to customers so that you keep
them happy. GuaranteedCustomersForLife.com By Kevin Donlin Your affiliate link is: http://www.GuaranteedCustomersForLife.com/g.o/11722
This ebook shows you exactly how to get life-long customers so you can stop wasting money on advertising. Completely brand
new sources of free cash specifically tailored for Internet entrepreneurs. PowerPositioning.com By Michel Fortin Your affiliate
link is: http://www.PowerPositioning.com/g.o/11722 This ebook by Dr. Michel Fortin reveals a comprehensive approach to achieving
the highly coveted skill of creating top-of-mind awareness – for your product and business, particularly on the Internet.
TrashProofNewsReleases.com By Paul Krupin Your affiliate link is: http://www.TrashProofNewsReleases.com/g.o/11722 This exciting
ebook will teach even the most inexperienced marketer how to successfully use the media to your advantage. Filled with plenty
of specific advice from actual print and television news editors. BrandingTheNet.com By Dan Janal Your affiliate link is:
http://www.BrandingTheNet.com/g.o/11722 Dan Janal, marketing legend, leads you on a step-by-step program of personal branding.
He teaches at U Cal-Berkeley and launched America Online’s initial ad campaign, so he knows his stuff. Learn how to
avoid hype and instead earn your customers’ longstanding trust. EzineAdrenaline.com By Catherine M Schultz Your affiliate
link is: http://www.EzineAdrenaline.com/g.o/11722 This ebook is the definitive guide to high-octane e-zine marketing, and
contains the fastest cash-producing e-zine tactics that give a dose of adrenaline to any Web business. LearnToUseCGIin2Hours.com
By Steve Humphrey Your affiliate link is: http://www.LearnToUseCGIin2Hours.com/g.o/11722 In as little as two hours you can
be installing, writing and editing your own cgi scripts to handle mailing lists, order processing, feedback forms, discussion
forums, links pages, password protected pages, membership databases and other web marketing 'must-have' facilities. Other
Products... SpeedReading2000.com Your affiliate link is: http://www.SpeedReading2000.com/g.o/11722 Learn how to speed read
the easy way, in as little as 2 minutes a day, 3 times a week. etc AffiliateBootCamp.com Earn a monthly residual commission!!
Your affiliate link is: http://www.AffiliatebootCamp.com/g.o/11722 Everything you need to make a whole lot more than 100,000
dollars a year with affiliate programs. NameStick.com Your affiliate link is: http://www.NameStick.com/g.o/11722 How to easily
make every long, ugly affiliate or website link (that even your best friend wouldn't click on) "turn into" a short, easy to
remember, search engine friendly domain name that attracts clicks like a 2-ton magnet! NitroListBuilder.com Earn 100 dollars
per sale!! Your affiliate link is: http://www.NitroListBuilder.com/g.o/11722 Create a massive list of targeted email subscribers
lightening fast with this little talked about but powerful resource the big dogs are using to rake in the dough with email
marketing. You can also link to our resource site CoRegistrationServices.com as well. Your affiliate link is: http://www.CoRegistrationServices.com/g.o/11722
NitroTaxHelper.com Your affiliate link is: http://www.NitroTaxHelper.com/g.o/11722 This Easy to Use Software Eliminates the
Tax Nightmare of Your Internet Business AND Helps You Claim Every Tax Deduction you are Legally Entitled To Resulting in a
Potential Windfall of Tax Savings. Misc Links. NitroMarketing.com Your affiliate link is: http://www.NitroMarketing.com/g.o/11722
Refer people directly to our home page. WhatWorksNow.com Your affiliate link is: http://www.WhatWorksNow.com/g.o/11722 Refer
people to our popular newsletter and let us do the marketing for you. NitroAffiliates.com Your affiliate link is: http://www.NitroAffiliates.com/g.o/11722
Refer people to our affiliate program and earn a 5% second-tier commission for every sale they refer. Information From the
Nitro Marketing Team... PowerfulOffers.com By The Nitro Marketing Team Your affiliate link is: http://www.PowerfulOffers.com/g.o/11722
"How to Create Powerful Offers That Pull Massive Results" - This multimedia video and ebook tutorial reveals our revolutionary
formula of how to create instant, powerful, irresistible offers that sell 477% more affiliate products with just a few minutes
of work, and how to recreate it for yourself instantly. 100000Dollars.com By The Nitro Marketing Team Your affiliate link
is: http://www.100000Dollars.com/g.o/11722 "How to Make 100,000+ a Year With Affiliate Programs" - The now famous 3 hour,
15 minute roundtable discussion with today's top affiliate marketers where they lay out entire affiliate marketing systems
and reveal all their short cuts, proven tactics, success stories, and guarded secrets, so you too can start to earn jumbo-size
affiliate checks - includes the 63-page transcript of the entire discussion