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How to Make Your Headlines More Interesting and Clickable

By Susanna Perkins | July 19, 2017

Headlines. If you don’t grab the reader’s attention with your headline, she won’t read your carefully crafted content. It’s a harsh but true reality for content writers. Of every 10 people who see your headline, only two will click to read further, so a critical part of your job is to write headlines that get more clicks. There’s an art to writing clickable headlines — that aren’t obnoxious clickbait — and…

Effective Headline Formats for Direct-Response Space Ads

By John Torre | October 9, 2014

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.” — David Ogilvy Last week, we began a discussion about direct-response space ads, which are advertisements in newspapers and magazines — as well as landing pages — that elicit a direct response from the reader. Direct-response space ads generally do not depend on imagery to compel a…

Read This Article Now and Write Better Headlines Immediately!

By John Torre | August 24, 2010

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy Greetings! I hope you had a great week. So, there I was this morning, having my cup of coffee and skimming through the daily newspaper. The lead stories were basically the same old depressing news about the economy, our nation’s conflicts, the gulf clean up, and…

Crafting Headlines That Will Rock Your Prospect’s World

By John Torre | March 3, 2011

“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…

Lucky 7 Rules for Headlines That Get Results

By Sue-Ann Bubacz | June 18, 2015

Jerking your prospect away from their busy life and into reading your copy is no easy task. To add to the challenge, you only have a few seconds to do it. That is your headline’s most important job. The most effective headlines resonate on a level well beyond just gaining attention or sparking interest or curiosity. The best headlines find and connect with an “emotional core” in the reader that initiates a desire to find out more….

Writing Great Headlines for Any Online Situation

By Susanna Perkins | July 15, 2016

Pam Foster has spent years as a corporate, in-house copywriter, and as a freelancer. She’s been a member of AWAI for 10 years, and last fall, she joined the company as the Director of Copywriting Training. So who better to talk to you about writing great headlines? As a web writer, you’ll be spending a lot of time writing headlines. In certain media, they may not be called headlines — they may be subject lines (email) or post titles…

Six Tips for Writing Attention-Grabbing Headlines

By John Torre | March 20, 2014

“On the average, five times as many people read the headline as read the body copy.” — David Ogilvy In a recent discussion with a group of aspiring copywriters, I realized there is a lot of confusion about what a headline should accomplish. Several of the people I spoke with were under the assumption that the headline’s primary function is to sell the prospect on the product. This is a risky strategy to employ. The thing is, your headline’s…

Deck Copy — The Latest and Greatest Thing Since the Headline

By John Torre | September 15, 2011

“There is more similarity in the marketing challenge of selling a precious painting by Degas and a frosted mug of root beer than you ever thought possible.” — A. Alfred Taubman Welcome back! In past weeks, we’ve talked about how to formulate a strong and compelling headline that entices your reader to take action. But obviously, a strong headline alone isn’t enough. You also need compelling “deck copy,” which is the copy immediately following…

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