Crafting Headlines That Will Rock Your Prospect’s World

writing headlines for the web

“In marketing, you must choose between boredom, shouting, and seduction. Which do you want?” — Roy H. Williams

Welcome back! Today we’re going to take a look at what makes a great headline.

A strong headline is your first line of offense in grabbing your reader’s attention. It is the “first impression” that is seen, read, or heard, and can mean the difference between success and failure. For our purposes, of course, the headlines we deal with will likely appear in a direct mail letter, webpage, newsletter, or other printed marketing material.

When I critique the restaurant letters submitted by AWAI members working their way through AWAI’s fine program, “Accelerated Program For Six-Figure Copywriting,” I focus on the “Four-U’s” of strong headline-building proposed in the program.

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

One Comment

  • I welcome these types of articles that summarize and highlight key points of writing great copy. With so much to read and learn, this proves to be a great reminder to the basic Copywriting course and COS Headlines course. I’ll read this one a couple times a month!

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