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7 Tricks To Sharpen Your Headlines and Increase Click-Throughs

This tutorial offers several proven writing techniques that will draw attention to your headlines.

1. Ask Questions

"Have you protected your computer from the Melissa virus?"

Question headlines automatically make the reader answer it in their mind.

You automatically get them involved in whatever you're promoting. This approach will get people to continue reading to find out what solution you’re providing.

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2. How To

"How to download software without getting a virus"

These headlines are very powerful. People read information that explains how to do something that’s valuable to them. It also works for reports or letters that provide helpful information.

3. Testimonials

Recommendations from a satisfied customer carries a lot of weight with prospective customers. "Product XYZ really works! It never crashes. Bill Gatess, Seattle."

Remember to include the customer's full name and city, otherwise readers will be sceptical and won't believe the testimonial. "B.G.,WA" is not nearly as effective as "Bill Gatess, That Address, Seattle."

4. Command

Many famous headlines command readers: "Just Do It".

To use the command approach, turn your most important benefit into a commanding headline. "Get your life on track" or "Beat Wall Street."

5. News

This works well for major company changes or product releases. "Archie D. Manager takes over as CEO and targets Linux." "XNET introduces the new ZForms 3250—marketing brochures in 5 minutes - guaranteed."

6. Special Offers

When you don't get the prospect to act, you can’t get the sale. "99 Percent Discount" and "Yes! Everything Must Go - Today" tend to boost the response rates.

FREE offers predictably get the most attention and will often get the largest response.

"FREE White Paper on boosting B2B eCommerce sales" is a powerful way to get prospects hitting the download button. If you are targeting affluent or sophisticated customers, then modify your free offer to match their respective industry and lifestyle.

Tip: You might want to avoid the word Free, and change the headline to something less obvious, such as "no-cost consultation" or "bonus Microsoft Office 2000 with each PC."

7. Action Words

Use action words like save, do, and feel, to give an edge to your material. Remove any deadwood. Always include subheadings to break up blocks of large text.

Good headlines make your sales materials stand out, easy to use, and more exciting.

Know Your Prospects

Learn to know your prospects. Business people are generally in a hurry. Time Poor is the key phrase to remember. Get them hooked fast.

They are swamped with ads, postcards, direct mail and TV commercials every day. Today, most of us are mostly headline blind to marketing messages, which take too much work to understand.


Headlines make your readers life easier. A great headline helps them to scan your web pages, get the message, and understand what’s on offer.

Once they find something of interest, they will slow down and read your entire letter or web page.

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