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Help! How to write a sales letter? Part 2

The Headline

The headline  of your sales letter is the most important components to consider. These are the first things your readers will see, and as such is crucial in hooking their interest in order to command  their attention… get them intrigued… curious… as they are guided along the sales letter.

A headline can impact massively on your sales figures, so do not treat it lightly, do not rush it, and spend adequate time in creating it. I spent a few hours researching and tweaking the headline for my partner’s last product and it is still being tested with Google Optimiser as I’m splitting testing variations, before deciding the definitive combination.

Research by IMC has shown that those headlines that communicate the most compelling benefits of your offer are always the better performers. Actually, I will go as far to say that your headline in order to be successful MUST be full of killer benefits. This will appeal directly to the wants of your target audience and have them jostle to find out more.

There are some known attention-grabbing words that are extremely powerful in pushing your target audience’s buttons and have them rushing to find out more.  As much as you can, try to include these “power” words into your headlines. Below, is a list of such words, compiled by IMC:

  • FREE
  • Sale
  • Easy
  • Quick
  • Guaranteed
  • Bargain
  • Proven
  • Results
  • Save
  • YOU

The most impactful headlines are those that promise an outcome, like “how to” or the ones that suggest “take action” words.  For example:

  • “How to learn… ”
  • “How to become…”
  • “Learn the secrets… ”
  • “Why you need… ”
  • “Discover how to…”
  • “Discover the reason…”
  • “Increase your (benefit of your service or product) “
  • “Decrease your (problem your service or product addresses)”
  • “Reduce… “
  • “Stop… “

Hopefully, the above is enough to stir your imagination and will allow you to come up with the right combination of words that will have the desired impact on your desired target audience.

If you would like some more inspiration check Jay Abraham’s, the master himself, compilation of the 100 Greatest Headlines Ever Written.

Good luck.

Please do leave a comment if this post resonates with you in any way. If it stirs you positively and you feel someone else can benefit from it, feel free to share this post.

Wishing you great success

{ 1 comment… add one }

  • Mandy Allen May 23, 2010, 10:33 pm

    Hi Cris, yes, I agree, an amazing headline is a must for your sales letter, points well made, thanks.

    Enjoy the journey.


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