Your headline is the most important part of your sales letter.
This is where you can grab your readers by the balls (if they have them) and convince them that the solution to their problem is ready and waiting for them.
And all they need to do to get it is keep reading.
Yet because many marketers understand the significance of the sales letter headline, they often find it almost impossible to settle on one. They end up writing numerous different headlines, and then become confused as to which one’s best.
They ask for advice from family, friends, and fellow marketers on forums, only to receive different opinions and suggestions from almost everyone.
Before they know it, hours or even days have gone by, and they still haven’t decided on a headline, or even written a single word of the actual sales letter!
So if that sounds like you, then I’m here to help.
I’ve decided to create a 5-part paint-by-numbers formula that will allow you to create a kick-ass sales letter headline for any product you choose.
So read on…
PART #1: Give Instructions (Read On, Watch This Short Video, Discover, etc.)
At the beginning of the headline, tell your prospect what they need to do. Not only are you providing simple instructions for them to follow here (which is always a good thing to do) but it also offers a perfect way for you to lead into the meat and bones of the headline and introduce them to the main benefit of the product or service.
PART #2: Address Your Target Market & Highlight The Specific, Urgent Problem They’re Looking To Solve (Newbie Marketer, 9-5 Worker, Overweight Depressed Mum, Skinny Kid, etc.)
This is where you address your ideal prospect, so that they know they’re in the right place, and that what you’re about to reveal is targeted towards them specifically, and no one else.
It also helps if you can describe your ideal prospect’s problem in such specific and concise terms that they can immediately identify with it. If you can address their problem specifically and tap into their state of mind here, then they’ll automatically assume that you have the solution, and they’ll carry on reading as a result.
PART #3: Make A Claim (A Specific, Tangible, Measurable Result)
This is where you need to get really specific in terms of what you can do for the prospect. A claim like “lose weight” or “make money” simply isn’t going to cut it here.
You need to be specific.
Vague and ambiguous claims won’t excite your prospects or stir up their emotions.
Something like “drop a dress size in 14 days”, “shed 18 lbs of baby weight in 30 days” or “make £24,985.10 in 1 month” certainly will.
Just make sure you can actually back up those claims.
Whatever you do, DON’T make stuff up, because firstly, that’s not the right way to do business in the long-term. And secondly, you’ll end up with a lot of negative press (and refunds) when it turns out your product is all hype and no substance.
PART #4: Make That Specific, Tangible, Measurable Result Sound Convenient & Attractive (With, Without, etc.)
In order to really hook the reader, you want your claim to sound as easy and convenient as possible.
If you’re promoting a weight loss product that aims to help new mums lose weight, for example, then something convenient and attractive to them would be the ability to lose 18 lbs of belly fat WITHOUT having to diet or immediately give up all the foods they love. Or WITHOUT having to work hard at the gym, perhaps.
And make it specific too.
So instead of actually saying “without having to diet”, you could say something like; “without the need to starve yourself, or give up chocolate”.
And rather than saying “without having to work hard at the gym” (which is vague and ill-defined), you could say something like; “without having to spend hours torturing yourself on a treadmill”, which are both far more specific and relatable.
PART #5: Address The Prospect (You, Your, You’re, etc)
It’s always important to address your prospects directly, so your headline (and letter) feels like a personal message to each and every one of them. An easy way of doing this is to use words like “You”, “Your” and “You’re”, for example, during the headline.
Likewise, if you make a claim, always try to relate it back to the prospect and stress that they can achieve the exact same results.
Ok, now let me show you how all of these parts of the formula can be combined to make a killer headline!
Now, let’s imagine that you’re selling a weight loss product for new mums, for example.
You could write the following headline:
“Read on to find out how this 34 year old overweight and depressed mum shed 18 lbs of baby weight in just 30 days, and how YOU can do it too…
…And what’s more, you can do it WITHOUT having to starve yourself, give up chocolate, or spend hours torturing yourself on a treadmill!”
Similarly, let’s say that you’re in the make money online niche and you’re targeting newbie marketers. As such, you’ve decided to release a product showing them how to make money from affiliate marketing, just like you.
In this case, you could write something like the following…
“Discover the shockingly simple technique that this hacked-off 9-5 office drone used to make £24,985.10 in just 1 month online… WITHOUT a product, a website, or any experience whatsoever…
And how YOU can do it too!”
This is a fantastic little formula that you can use to knock out killer headlines for virtually any product in a matter of minutes!
So next time you come to write a headline, be sure to give it a go. I promise you, it works
Nick Cobb is a direct response copywriter and owner and founder of Write For You Ltd, a copywriting agency based in London.