To my mind, one of the most interesting aspects of
any form of direct marketing is this: How small
changes can make such a huge difference in
response. Especially in headlines and subheadlines.
For example, a client reports adding a single letter
to a headline tripled response to an offer.
The first headline read:
Put More Cash Into Your Pocket
The new headline is:
Puts More Cash Into Your Pocket
The addition of the letter “s” to the word “put”
made a 300% difference. This is not a misprint!
Notice the addition of a single letter changes the
meaning of the word and implies an easier solution.
If this is not enough to convince any skeptic that
small changes, even a single letter, can make a
huge difference, I don’t know what is.
Here are other examples whereby a single word or
phrase has made an enormous difference in
response.
First headline:
Learn the Secrets of Millionaire Copywriters
New headline:
Discover the Secrets of Millionaire Copywriters
This new headline more than doubled response.
This is undoubtedly because the word “learn”
suggests lots of hard work.
Another example.
First headline (on order form):
ORDER FORM
Second headline:
FREE TRIAL REQUEST
This is another 200 plus percent increase. Reason?
Consumers do not respond well to the word
“ORDER”. While it’s an extremely negative word,
the majority of marketers still overuse it.
The word “order” suggests spending money, which
no one likes.
Plus, no one likes to fill out forms. Not even
accountants!
Do you, dear reader, feel able to choose which of
two competing headlines is the winner and
produced the highest response based on actual sales
results?
** The Success Margin challenge **
I’ll present three headlines which were tested
against each other. The body copy was the same in
each instance. The results varied significantly. The
winner produced sales increases of 145% to 212%
and 254% respectively.
Here they are:
1. (a) The Ultimate Tax Shelter
(b) Tax Shelter for all Incomes
2. (a) How to be a Successful Consultant
(b) What Makes a Consultant Successful?
3. (a) Do You Suffer Joint Pain?
(b) Do Your Joints Feel Like They Are on Fire?
Success Margin subscribers who choose all three
correctly will receive a special gift.
Dedicated to helping you constantly improve
response.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under copywriting, direct marketing, Free Trial Request, Headlines, Marketers, millionaire, Ted Nicholas by on Apr 18th, 2010. Comment. 
By now, hopefully, you are absolutely convinced
that the headline by far is the most important
element in your copy.
Once you come up with a great headline, the rest
of the copy is relatively easy. You simply expand
upon and prove the headline promise.
As a long-suffering reader, you will recall I’ve
written ad nauseam that without a powerful
headline your copy will simply not work at all.
Today I’ll discuss the headline formula I use the
most. Why? Because of its unparalleled and
successful track record.
I call this formula:
How To (Blank)
Here are some examples of successful headlines:
* * * * * * * * * *
How to Solve All Your Money Problems Forever!
* * * * * * * * * *
How to Make $87,000 Per Year as a Magazine
Writer!
* * * * * * * * * *
How to Easily Get All the Credit You Could Ever
Want!
* * * * * * * * * *
How to Increase Your Profit in Any Economic
Climate
* * * * * * * * *
How to Triple Sales to Your Existing Customers
* * * * * * * * *
How to Fight Cancer and Win
* * * * * * * * *
How to Form Your Own Corporation Without a
Lawyer for Under $75
* * * * * * * * *
You may recognize the last three headlines above,
which serve as ad headlines as well as book titles.
Please note: A book title is really the headline
for a book. Unless a book title is at least as good
as a headline in an ad, the book will almost always
be a dismal failure.
One of the reasons that 95% of the time books do
not even sell out their first printing is most book
titles are completely ineffective.
Indeed I have turned several failed books into best
sellers just by changing the title. This includes two
of my own.
According to Books in Print, right now there are
over 7,000 book titles in America that start off with
the words “How To.” Reason? You guessed it. They
work!
Nothing engages and involves the reader as well as
the words “How To.”
The “How To” fill-in-the-blank formula is
amazingly simple. And it will get you on your way
to writing fantastic headlines.
The “How To” headline formula is this: How To (Get,
Have, Acquire, Own, Profit From, etc.) the (Biggest
Benefit Your Product Delivers)
Just take any or all of the samples I’ve provided and
adapt them for your own use.
Fill in the blanks with appropriate descriptions,
expressions, action words or benefits that apply to
you.
Once you taste success with this amazing headline
formula, please share it with me and your fellow
subscribers. You will also be unleashing the
incredible power of the Law of Reciprocity in your
life.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under copywriting, Existing Customers, Headlines, Magazine Writer, Reason, Ted Nicholas by on Apr 5th, 2010. Comment.
I’ve previously provided you, my dear subscriber,
no less than five ways to prepare headlines. (I
actually use 11 different techniques.)
Why are headlines so important? Remember, at
least 75 per cent of the buying decisions are made
at the point of the headline.
Without a powerful headline, your promotion stands
no chance whatsoever to be successful. Zero. Nada.
Indeed, it’s absolutely crucial. Without a “killer”
headline, you may as well forget the promotion
completely.
Today I’m going to discuss another tested and
proven headline technique. I call it the Problem
Solver.
Basically, you state the prospect’s problem as a
question. Then you offer a proven solution.
As you increase your understanding of headlines,
you also should be aware of the role of sub-
headlines.
** What is a sub-headline? **
Following a main headline which is presented in
large, bold print, you present two to five other
headlines in smaller print. These sub-headlines
entice the reader to read down into the text of your
copy. And then to the all-important close, call to
action and order information.
Here are some examples which best illustrate the
Problem Solver approach known by very few
people in the world.
******
Finding it Impossible to Keep Off Those Extra
Pounds?
Now you can stay in great shape and still enjoy
those foods you really love! (Sub-headline)
******
Worried About Losing Your Job?
Here is a proven time-tested way to get a new job
fast, even in today’s tough times! (Sub-headline)
******
Stressed Out Every Month by Nagging Bills?
Here’s a 100 per cent guaranteed way to live a
worry-free life and enjoy those things you felt you
could not afford! (Sub-headline)
******
Worried About Your Child’s Grades in School?
Here’s a guaranteed system for turning C’s into A’s,
improving concentration and transforming your
child’s self-esteem! (Sub-headline)
******
Can’t Find Quality Super Star Employees?
At last, here’s a proven guaranteed system which
enables you to locate the truly outstanding
employees in your field (Sub-headline)
******
Has Expensive Credit Card Debt Got You Down?
Here is a step-by-step method that shows you how
to negotiate with credit card companies to reduce
both your obligation and usurious interest rates!
(Sub-headline)
******
Would You Sleep Better if You Had the Ultimate
Protection Available Against Losing Your Job?
Your best solution may be in starting your own
profitable home-based business in your spare time!
(Sub-headline)
******
Here is the Problem Solver step-by-step headline
formula:
State the prospect’s problem as a question. Then
state the solution–
Here’s a (proven, time tested, 100 per cent safe,
guaranteed) way to (get the ultimate benefit.)
******
Please keep me informed as to how your new
headlines have increased your Success Margin.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Headline Shortcuts Part VI
The Success Margin Thursday, July 3rd, 2008 ————————————————————– I’ve previously provided you, my dear subscriber, no less than five ways to prepare headlines. (I actually use 11 different techniques.) Why are headlines so important? Remember, at least 75 per cent of the buying decisions are made at the point of the headline. Without a powerful headline, your promotion stands no chance whatsoever to be successful. Zero. Nada. Indeed, it’s absolutely crucial. Without a “killer” headline, you may as well forget the promotion completely. Today I’m going to discuss another tested and proven headline technique. I call it the Problem Solver. Basically, you state the prospect’s problem as a question. Then you offer a proven solution. As you increase your understanding of headlines, you also should be aware of the role of sub- headlines. ** What is a sub-headline? ** Following a main headline which is presented in large, bold print, you present two to five other headlines in smaller print. These sub-headlines entice the reader to read down into the text of your copy. And then to the all-important close, call to action and order information. Here are some examples which best illustrate the Problem Solver approach known by very few people in the world. ****** Finding it Impossible to Keep Off Those Extra Pounds? Now you can stay in great shape and still enjoy those foods you really love! (Sub-headline) ****** Worried About Losing Your Job? Here is a proven time-tested way to get a new job fast, even in today’s tough times! (Sub-headline) ****** Stressed Out Every Month by Nagging Bills? Here’s a 100 per cent guaranteed way to live a worry-free life and enjoy those things you felt you could not afford! (Sub-headline) ****** Worried About Your Child’s Grades in School? Here’s a guaranteed system for turning C’s into A’s, improving concentration and transforming your child’s self-esteem! (Sub-headline) ****** Can’t Find Quality Super Star Employees? At last, here’s a proven guaranteed system which enables you to locate the truly outstanding employees in your field (Sub-headline) ****** Has Expensive Credit Card Debt Got You Down? Here is a step-by-step method that shows you how to negotiate with credit card companies to reduce both your obligation and usurious interest rates! (Sub-headline) ****** Would You Sleep Better if You Had the Ultimate Protection Available Against Losing Your Job? Your best solution may be in starting your own profitable home-based business in your spare time! (Sub-headline) ****** Here is the Problem Solver step-by-step headline formula: State the prospect’s problem as a question. Then state the solution– Here’s a (proven, time tested, 100 per cent safe, guaranteed) way to (get the ultimate benefit.) ****** Please keep me informed as to how your new headlines have increased your Success Margin. Your correspondent, Ted Nicholas * * * * * * * * * * * * * * * * * * * * * * * * * * © Copyright MMVIII Ted Nicholas |
Filed under copywriting, Headlines, Improving Concentration, Problem Solver, Self Esteem, Shortcuts, Ted Nicholas, Tough Times by on Mar 26th, 2010. Comment.
There’s not a lot I can say here except, listen carefully to what Eben Pagan is saying, and how he comes up with the headline.
“Specific, tangible and measurable is better than abstract and conceptual… almost always.”
Keep that in mind as you watch this short video with an important lesson.
Pay special attention near the end.
Best,
Rezbi
http://directanddigitalmarketing.com/
Filed under copywriting, Headlines by on Mar 25th, 2010. Comment.
Without a great and powerful headline, no matter
how good it is otherwise, your promotion will fail.
Absolutely!
I don’t care how terrific the body copy is.
You need a “killer” headline or the promotion
doesn’t stand a chance.
It’s so important I repeat it here once more.
Seventy-five percent of the buying decision is made
at the headline.
Hopefully, my dear reader, you are now 100 percent
convinced.
I’m emphasizing headlines like I never have before.
Why? Direct marketers, including new personal
clients of mine, almost always propose or use
headlines which are incredibly weak, boring or
confusing. It’s no wonder perhaps as many as 95
percent do not work. In fact, when I see the actual
response figures they don’t even come close.
I’ve already revealed to subscribers in The Success
Margin four of my headline types. Each one is
proven to work through numerous marketing tests.
Today I’ll teach you another amazingly powerful
type. I call it “Get Benefits Fast, Regardless.”
I really love the power of this one. I’d be willing to
bet you will soon fall in love with it too.
To use and dramatize a certain aspect involved with
many products you can really get that all-important
attention.
If it fits your product, this simple, yet powerful
concept can empower your headline like
nothing else can. The single magic word which
describes it is:
Speed!
In marketing your products and services nothing
meets the heavy burden your headline must carry.
Your headline must do lots of “heavy lifting.”
Here are a few responsibility mountains your
headline must climb. It must:
- Attract attention
- Select the right audience
- Make a bold promise
- Dramatize the biggest benefit
- Appeal to your prospect emotionally
Here are a few examples of the Get Benefits Fast,
Regardless technique:
*******
Speak Street French in 28 Days – Even if You’ve
Never Taken a Single Foreign Language Class – 100
Percent Guaranteed!
*******
Discover How You Can Prepare Five Gourmet
Meals Your Friends Will Rave About in One Week
- Even if You Know Little or Nothing About
Cooking!
*******
Get Fit in 30 Days or Less No Matter How Out of
Shape You Are Now – Guaranteed!
*******
Discover How to Slash Your Cost of Living By at
Least 30 Percent Within 10 Days without Lowering
Your Standard of Living – Or Your Money Back!
*******
Free Special Report Reveals How to Instantly
Avoid the Catastrophe of Identity Theft Which Can
Take Years to Clear From Your Record!
*******
Within 24 Hours Discover Best Tax Avoidance
Secrets the I.R.S. Does Not Want You to Know!
*******
At Last, Within Seven Days You’ll Meet at Least
One Person Who Tests Out as Your Ideal Romantic
Partner – Or Your Money Back!
*******
Here is the Fill-in-the-Blanks method for this
technique, Get Benefit Fast, Regardless.
(Discover, Have, Get, Be Enjoy etc.) the (Biggest
Benefit) in (Specific Time Period) Guaranteed. No
Matter What (Your Age, Condition, Bank Account,
Skill Level etc. Doesn’t Matter.)
If speed is a crucial or indispensible part of your
product benefit this technique can really make sales
soar!
My dear reader, I’ll look forward to hearing about
your many successful headlines.
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under Benefit, copywriting, Direct Marketers, Headlines, marketing, Shortcuts, Ted Nicholas by on Mar 25th, 2010. Comment.
How responsible is the headline for the success of any piece of copy?
At least 90%!
I have proven over and over again the indispensible role a headline plays. How? By testing every style headline I could possibly create.
I’ve also invested over $100,000,000 of my own money on refining copy strategies along the way. Besides headlines, these include sub-headlines, opening sentences, closing sentences, the all-important P.S., and the offer.
But headlines are in a special category of their own. The fact is, without a strong headline, the copy simply will not work.
I have run numerous split tests, testing one headline against another. And it’s so important, presently I continue to run comparative headline tests.
Powerful headlines are, in fact, a big reason why I’ve sold over 6 Billion Dollars worth of products and services online and offline.
The fact is, I never “roll out” with an offer without several headline tests. Reason? With exactly the same body copy, the winning headline alone can pull 8 to 15 times compared to the losing headline.
But, in spite of all the evidence and proof demonstrating the crucial importance of a powerful headline, most completely miss the mark.
The majority of headlines are woefully inadequate. And, most surprising, many are written by experienced marketers and copywriters.
Like shortcuts? This article is about a real shortcut to creating perhaps the most powerful headline you could prepare.
I call it “the fill-in-the-blank method.”
I believe if you apply the simple steps which follow, you will increase your sales many fold.
There are 11 major headline types which I’ve identified. Each type, properly implemented, is extremely potent.
They are:
1. How to (Blank)
2. Secrets of (Blank)
3. Stacked Benefits
4. Problem/Solution
5. How to/Guaranteed
6. Get Benefit Fast, Regardless…
7. Solve a Problem…
8. Visualize it…
9. Ways To/Reasons Why
10. Problem Solver…
11. If…Then
Today I’m focusing on Problem/Solution. This method surprisingly is seldom used. But as you’ll see, it is extremely effective.
Here are several examples of a Problem/Solution headline:
*****
No More Butterflies! No More Fear! Learn the Tricks Pros Use to Speak with Ease to Any Size Audience!
*****
No More Wet Beds! An Amazing Technique from Europe for Training Your Child in Just One Week! Try it Risk Free – a 98.7% Success Rate!
*****
No More Bad Hair Days! Here’s a Proven Way to Maintain the Perfect Look Any Day of the Week!
*****
No More Lost Sales! Here is an Automatic System for an Effective and Timely Follow-Up
with Every Prospect!
*****
No More Job Worries! Here is a Proven Guaranteed No-Risk System to Earn Big Money in Your Spare Time Beginning Without Capital!
*****
No More Confusion About Vitamins! Here is a Proven Doctor Approved System that Provides an Individualized Program Just for You!
*****
Tired of Small or Sagging Breasts? Finally, a Natural Remedy for Stimulating and Tightening the Bust – Guaranteed!
*****
Are you beginning to get the idea?
The strategy behind the Problem/Solution technique is this.
No more (major pain or anxiety.) Here’s a quick and easy (remarkably simple, little-known etc.) way to (achieve the ultimate benefit.)
Your correspondent,
Ted Nicholas
—————
“This article appears courtesy of THE SUCCESS
MARGIN, the Internet’s most valuable success and
marketing e-zine. For a complimentary
subscription, visit http://www.tednicholas.com/
Filed under Copywriters, copywriting, Headlines, Marketers, Money, Success, Ted Nicholas by on Jan 31st, 2010. Comment.
I’m sitting here tired and falling asleep. Too tired to write but, here goes nothing…
When you write a headline, make sure it’s alive.
Give the reader a reason to feel restless… stir his emotions… pique his interest till he can’t bear it, and he just has to read on to see what’s coming next.
A headline, of course, is… AN AD FOR YOUR AD! Gary Halbert
Your headline should demand to be read. It should stop your reader in his tracks and create an irresistible desire to read further and find out more.
On the average, 5 times as many people read the headlines as the body copy. It follows that unless your headline sells, you’ve wasted 90% of your money. David Ogilvy
The right headline can mean the difference between doubling your readership, and more. According to John Caples, one headline increased sales by 19 times against another.
When one advert brings in twice as many responses as another, despite the only difference being the headline, it stands to reason one headline is alive and the other is dead. And, when something is alive it can go to work and get results. If it’s dead, it can’t do anything.
…Your headline is the most important part of your website Michel Fortin
This is a fact regardless of where your advertising is – whether it’s online, in a magazine or a newspaper, or anywhere else. The principles of advertising are the same everywhere. There may be minor changes required from one medium to another, as in print or on television, but the principles will remain the same.
What your headline must do is to grab your prospect by the eyeballs and keep them glued to your advert. And, by the law of averages, if more people read your ad, then more will respond.
When writing your headline you always need to keep in mind that everyone is busy. Especially with the internet, no one really wants to read any more as they used to.
So you will have to ensure your headline is like the proverbial arrow that hits your reader right between the eyes. It’s got to be so interesting to your reader he can’t tear his eyes away. When you can manage that, you know you’ve hit the bullseye.
And you don’t get a second chance to hit that bullseye. Once your prospect loses interest and leaves – that’s it, end of story.
So here’s what you need to do – according to John Caples there are three types of headlines you should be looking to write if you want it to be successful:
- Self-interest – This type of headline is the best as it involves something that appeals to his interest, his desires. Remember that all he cares about is what he gets out of it.
- News – This can be something that is new, or a new angle on something old. Combine this one with something which is of interest to your reader and you could have a home run.
- Curiosity – As the name suggest, this is the type of headline which piques the interest of your reader. This type of headline, while it can work, is more of a gamble. If the reader is curious he may or may not bother to read it as it does not appeal to his selfish wants.
Remember that the headline needs to make a big promise. You can’t afford to mess around here by trying to be funny — or clever — or arrogant – and you certainly should not make any assumptions of your reader. He doesn’t have to read your copy at all. So you need to give him a bloody good reason to take time out of his busy day to read your ad.
Take a look at these headlines (taken from John Caples’ Tested Advertising Methods)
- “NO… NO… DON’T CALL ON ME!”
- THE ODDS ARE 9 TO 1 AGAINST YOU
- “I’LL NEVER GIVE ANOTHER PARTY,” SHE SOBBED
- A TEST OF HOW “WELL READ” YOU ARE
- IS WORRYING ROBBING YOU OF THE GOOD THINGS OF LIFE?
And how about Yahoo!’s latest offering:
This time it’s personal. It’s y!ou
Now, I don’t know about you, but the only thing to go through my mind when I saw that was, “What!?“
When you think that this excuse for an ad is actually competing with successful one’s it makes you wonder how long this company will stay in business with advertising like that.
I’ll bet the advertising agency has made enough to survive for some time, though.
What it boils down to is this, if these adverts fail to capture the attention of the intended audience, then the ad has failed. That’s all there is to it.
Not one of these headlines makes any big promises. None contains anything that promises any benefit to the reader, nor do they offer any news.
So keep that in mind – if you want your headline to succeed, make sure it promises something to the reader. Make sure it works on his emotions – his wants and his desires.
Oh, one last thing, unlike with my blog, when I write a sales letter I take a heck of a lot longer to come up with a healined. Not a few minutes, or even a few hours. It can take days… and involve a LOT of writing.
Best,
Rezbi
Filed under Advert, advertising, copywriting, David Ogilvy, Emotions, Gary Halbert, Headlines, Irresistible Desire, John Caples, Michel Fortin, Money by on Nov 14th, 2009. 4 Comments.
