| Let me start by asking ? ?What did you think | | | | copywriting or article writing is actually |
| of the headline?? Well it must have been | | | | getting the person past the headline. Once |
| pretty enticing for you to be reading this | | | | you have done that, it is much easier to get |
| article. True. Course it was! The key to | | | | them to buy or read your article. |
| writing a successful article is to first have | | | | |
| someone actually read the article and you can | | | | Aspect 3 ? The Headline Must Be Believable |
| only achieve that if your headline in | | | | |
| enticing. If your article headline is boring | | | | One of the biggest mistakes that all writers |
| or does not stand out then no one is going to | | | | make is to make outrageously crazy claims. |
| want to read your article. | | | | In fact the more outrageous the more unlikely |
| | | | people will read your article. I had a |
| There are in fact three aspects of your | | | | colleague a few years ago who wanted to prove |
| article headline that you need to consider | | | | this point. He simply put an advert in the |
| and they are ? | | | | paper saying we were going to give anybody |
| | | | who rang him $50 cash. How many calls do you |
| 1. The Headline Must Be Enticing | | | | think he got? |
| | | | |
| 2. The Headline Must Be Descriptive | | | | Absolutely None! |
| | | | |
| 3. The Headline Must Be Believable | | | | Why because nobody believed anyone would be |
| | | | silly enough just to give you $50 cash |
| Aspect 1 ? The Headline Must Be Enticing | | | | however his offer was legitimate. |
| | | | |
| Let me ask ? ?What was it that made that | | | | Let me give you another experience of my own. |
| headline enticing to you?? Think about it | | | | I developed a computer training course that |
| really carefully. If we dissect this | | | | I new would get people employed. The course |
| headline there are two components to it that | | | | went over three weeks and I new with 100% |
| would have attracted you. The first | | | | certainty that everyone who attended and |
| component was the fact that we are talking | | | | followed our process would get a job. I even |
| about a Headline that reaps $300,000 plus the | | | | backed it up with a guarantee. My guarantee |
| added element of Cash. | | | | basically said that if you did not get a job |
| | | | within 4 weeks of finishing our course and |
| The second element that would have attracted | | | | passing all the exams, I would guarantee to |
| you as an article writer is that is says, | | | | give you a full time job. |
| ?Outstanding Headline Reaps?. This | | | | |
| particular headline I created was market | | | | Now if you saw that guarantee what would you |
| focused because every professional article | | | | think? Well to my surprise, I actually had |
| writer wants to write headlines for their | | | | no takers. All I had was employment agencies |
| articles that are going to get readers in and | | | | asking me what jobs I needed full. They |
| make them money. | | | | totally missed the point in our program. I |
| | | | should say I was genuine about our program |
| When you are writing your own headlines, | | | | but nobody took it up simply because they |
| write five or six different versions of your | | | | thought it was a scam. |
| headlines and get a few friends to pick which | | | | |
| headline they are most likely to pickup and | | | | The one thing I learnt is that even if you |
| read. Further to that, the key to successful | | | | are absolutely 100% genuine with your offer, |
| headline writing is to actually look at what | | | | if the believability factor in your headline |
| other writers are using for their headlines | | | | is low, then people will not read your |
| and to learn from them. Look at what articles | | | | article. I could have easily in the headline |
| people are reading. Visit various Article | | | | above made ridiculous claims like |
| Directories and find out what are the top | | | | ?Outstanding headline reaps $40 billion |
| viewed articles in the section you are | | | | dollars cash?. What would your reaction have |
| writing for. Find out what their headlines | | | | been then? Yeah Right! Or What A Load of |
| are and what makes their headlines standout | | | | Rubbish. |
| and then structure your own headlines along | | | | |
| the same lines. NOTE: Do not copy their | | | | I have seen many claims in article headlines, |
| headlines though for two reasons. One is | | | | the key to all successful headlines is that |
| that you are breaching copyright laws which | | | | in the headline their must be a backup or |
| can lead you into a lot of legal trouble and | | | | supporting evidence. For example, how many |
| two, people know when you are duplicating | | | | times on the internet do you read articles |
| headlines and that devalues the quality of | | | | that say, ?We have the Cure For Cancer?? Way |
| your article. People want to see unique | | | | to many, would you believe that headline. |
| articles and headlines not those ripped off | | | | Course not, your instant reaction would be |
| from others. You are smart enough to create | | | | this is a scam. However, if you wrote a |
| your own great headlines so do not steal from | | | | headline that said ?Cure for Cancer Proven By |
| others. | | | | {Substitute name Of University} University? |
| | | | then I could pretty much guarantee everyone |
| Aspect 2 ? The Headline Must Be Descriptive | | | | would read that article. Simply because your |
| | | | claim was believable and backed up by a |
| The headline above could have been written in | | | | reputable organization, It has that |
| the following way ?Headline Gets Lots of | | | | believability factor. |
| Business? or ?Three Ways to make Your | | | | |
| Headlines Effective.? Whilst each of those | | | | Note well, I want to give you a bit of |
| headlines would certainly get readers, the | | | | friendly advice. If you cannot back up your |
| one above ?Outstanding Headline Reaps In | | | | claim that the named university did not |
| $300,000 Cash? will always pull in more | | | | support your claim, then expect a visit from |
| simply because of its descriptive nature. | | | | law enforcement authorities and you will most |
| | | | likely find yourself in court. |
| The first part of the headline, ?Outstanding | | | | |
| Headline? tells you that there is something | | | | One thing I have learnt is that there is no |
| special about the Headline. Because it did | | | | magical skill for writing Fantastic, Great |
| not tell you what the headline was, you are | | | | and Outstanding Headlines, it simply requires |
| then intrigued to find out what the headline | | | | testing and measuring and learning what |
| was. The word ?Reaps? is really descriptive. | | | | stimulates the reader. One of the key things |
| When you imagine the word ?reaps? you might | | | | you need to consider is that once you have |
| think of Scrooge Mcduck sitting in his money | | | | written your articles go back to the article |
| vault as the money comes in and he is sitting | | | | directories and see how many people actually |
| on the mountain of cash throwing it up into | | | | read your articles. This will tell you just |
| the air. The last really descriptive word is | | | | how successful you have been. |
| ?Cash?. When we think of bringing in three | | | | |
| hundred thousand dollars worth of business | | | | I have written many articles where the |
| that is not the same as brining in three | | | | Headline I thought was incredibly weak but |
| hundred thousand dollars of cash. The word | | | | actually pulled larger reader numbers than |
| ?Cash? implies that you already have the | | | | the one I planned to pull big numbers. The |
| money in your hot little hand and you can go | | | | bottom line is to test and measure all of |
| out and spend it. | | | | your headlines, do not just submit your |
| | | | articles to article directories and forget |
| Notice a key thing about this headline is | | | | about them. Go back and see the comments |
| that it really does play on your imagination | | | | people have left the number of visitors and |
| and your perceptions. That is why using lots | | | | any ratings they may have given you. This |
| of descriptive words in a headline will help | | | | information will tell you how to improve and |
| people relate to what you are talking about | | | | more importantly what people want. |
| and get you to read. 90% of the battle in | | | | |