|  | The most important element is your headline As I mentioned on the previous article, the main goal of every design you make is to get the reader to read your headline.... There is no more valuable skill you could acquire as a marketer, than the skill of creating attention-grabbing headlines. It's a skill that once mastered, can be used anytime, anywhere, to attract more prospects, increase your sales, improve your cash flow, and boost your profits! Your headline is your one big chance to interest and influence a selected audience with your message. If you want your messages to get noticed... if you want to be heard... if you want to make a splash in the marketplace... you need to have headlines that not only work, but, work extremely well. As your introductory point of contact, headlines are often your only chance to capture the attention and stimulate the interest of the people you must reach to achieve the results you want. Headlines are often referred to as the "ad for an ad". They set the stage for the audience and they either "grab" a prospect's attention or they don't. This rings true whether the document is a lengthy sales letter, a tiny classified ad, or, a complete book. Headlines reign supreme. Great headlines create excitement, anticipation, and enthusiasm for more. A single headline has the power to launch a multimillion dollar business... or to turn a losing campaign into a highly-surcessful one. When your headline succeeds, you've overcome the greatest obstacle facing all marketers; you've won over -at least for the time being- a receptive audience for your message. When you've acquired the skill of writing winning headlines, you'll have also acquired the capability of crafting compelling ads and marketing materials of all kinds. Headline writing is the essence of good copy writing. It's all about generating concise, power-packed statements that ignite interest and desire. Isn't that the "heart and soul" of the best sales letters and direct marketing packages? Headlines... sub-headings... bullet points... a postscript... all of these components are, in effect, headlines. So when you learn to do them right, you're not just learning headline writing - you're gaining valuable skills that can transform your marketing efforts for a lifetime! Back to section 2 |