Let's go over this again, "Headlines are the most important part of your advertisement/web content/sales letter or any other marketing communication."
The headline pulls readers into the rest of your piece. It tells them there is something here that may help them and is worth reading.
You knew all that, right? But don't be ashamed if you have wandered off the path and into the dark woods. We've all done it and gotten too caught up in our own creativity. Just don't get lost in those woods. Get back on the path as soon as you can.
There are two other things I want to say about headlines. First, the old tried and true formulas continue to work because they still appeal to buyers' basic needs.
And second, only the market place can determine which headline is most effective. Think of your buyers as voters. You can't tell them how to vote (they are, after all, voting with their money), all you can do is wait to see HOW they vote.
And all this leads me to a colorful copywriter from Australia named Trevor Crook. Take a look at this video on YouTube (http://www.youtube.com/watch?v=IO1adJvZneA) in which he compares three actual headlines used by a chiropractor to generate leads for his practice.
Trevor gives you a chance to choose which of the three headlines you think outsold the others before he reveals the winner. I won't reveal the winning headline for you, but I will say that I didn't guess right either, and I am in this business.
This again goes to show that ONLY THE BUYERS can vote on which headline motivates them most.
As you watch this video, another thing you should notice is how OLD all these headlines sound. They are tired old formulas that have been used over and over and over and over again. Many are nearly a century old, and yet they are still used BECAUSE THEY STILL WORK.
The link again is http://www.youtube.com/watch?v=IO1adJvZneA. Trevor may seem like a character (I'm sure he is one) but he knows his stuff.
COPYRIGHT © 2008, Charles Brown