Headline Checklist – a Tool to Make Your Headlines Compelling
"Promise, large promise, is the soul of an advertisement." – Samuel Johnson
As an AWAI copywriter, you're familiar with the job of a headline ("to grab the reader's attention and draw him into the letter"). To get the job done, your headline should do three things:
- Relate directly to the prospect – to his deep emotions, needs, and intense fears.
- Make (or imply) an intriguing promise – something he can get excited about ("Is It Possible to Have Your Very Own Money Tree? Yes … If You Can Write a Simple Letter Like This One.")
- Establish the Big Idea of the promo. ("Great things are in store for you – if you can write a letter like this one.")
"Easier said than done," you say? Not if you use my tried-and-true, 11-Point Checklist for Powerful Headlines.
Evaluate – and improve – every headline you write by asking yourself these questions:
- Does this headline connect with my Big Idea?
- Does it talk to my prospect as a real person and not part of a group?
- Does it show simplicity (one idea)?
- Does it express an emerging idea, technology, benefit, etc.?
- Does it imply an inherent benefit my prospect can gain simply by reading the letter?
- Does it express future benefit?
- Does it make the prospect feel he is special in some way?
- Is the headline Unique?
- Is it Urgent?
- Is it Useful?
- Is it Ultra-Specific?