News
 Nine
Ways to Write Headlines that Make Money
By Ivan Levison
The headline is one of the keys to the success of
your ad and you'd better have someone write you a
winner! As John Caples, the great advertising
pioneer, once wrote: "If you create a good headline,
your task is more than half completed. It will be a
relatively easy matter to write the copy.
On the other hand, if you use a poor headline, it
doesn’t matter how hard you labor over your copy
because your copy will not be read." Looking for a
quick guide to headlines that make money? Here are
some time-tested, Caples-inspired headline
approaches that get results:
1. Begin with "Introducing" or "Announcing."
Introducing a high-performance modem for just
$49.95!
Announcing a whole new way to edit color images!
2. Start with "Now."
Now the hottest spreadsheet on the market is yours
at half price!
Now you can try our brand new management tools risk
free!
3. Start with "At last" or "Finally."
At last! A presentation graphics program with all
the features you've been looking for!
Finally, remote access that actually works!
4. Start with "How to."
How to back up your hard disk in half the time.
How to slash the cost of managing your network.
5. Start with "Why."
Why you should call for a free Virus Alert Report.
Why our new software can double battery life!
6. Start with "Which."
Which monitor is really the best buy?
Which of these uninstallers can you trust with your
precious data?
7. Start with "This."
This tiny chip can turn your 486 into a powerful
Pentium.
This half-price upgrade is for DataKeep customers
only!
8. Make a free offer.
FREE! A CD-ROM with over 650 typefaces!
Call now for free CAD software worth over $100!
9. Ask a question.
Are you making these five data storage mistakes?
Want to stop software pirates once and for all?
Ivan Levison is
a freelance direct response copywriter. Contact:
ivan@levison.com (www.levison.com)
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