Headlines That Boost Ad Response 
by Dan Rieck

Since the headline is responsible for about 80% of your response, it is vital to write one that works. Here are three kinds of headlines that have been proven in millions of print ads.

Pose a Provocative Question
Asking a question directly involves your reader. However your question cannot be random or just clever. It must relate directly and clearly to the major benefit of your product/service. It must prompt the reader to answer "yes" or at least "I'm not sure but, I want to know more."

Bark Command
Many ads fall flat because they fail to tell the reader what to do. This headline type allows you to be direct, relay a benefit, and take a commanding posture simultaneously.

Relay an Honest, Enthusiastic Testimonial
A testimonial headline can do two things for you. First, it presents your reader with a third-party endorsement of your product and service. Second, it capitalizes on a consumer's desire to know what other people are saying.

(Taken from DM News)

[Close this window]