Effective Headlines part two

Thirty-five proven formulas for writing headlines and direct mail teasers

  1. Begin your headline with the word “Introducing”
  2. Begin your headline with the word “Announcing”
  3. Use words that have an announcement quality
  4. Begin your headline with the word “New”
  5. Begin your headline with the word “Now”
  6. Begin your headline with the word “At last”
  7. Put a date into your headline
  8. Write your headline in news style
  9. Feature the price in your headline
  10. Feature reduced price
  11. Feature a special merchandising
  12. Feature an easy payment plan
  13. Feature a free offer
  14. Offer information of value
  15. Tell a story
  16. Begin your headline with the words:
    • “How to”
    • “How”
    • “Why”
    • “Which”
    • “Who else”
    • “Wanted”
    • “This”
    • “Because”
    • “If”
    • “Advice”
  17. Use a testimonial-style headline
  18. Offer the reader a test
  19. Use a one-word headline
  20. Use a two-word headline
  21. Use a three-word headline
  22. Warn the reader to delay buying
  23. Let the advertiser speak directly to the reader
  24. Address your headline to a specific person or group
  25. Have your headline ask a question
  26. Offer benefits through facts and figures
  27. Have your headline ask a question
Tested Advertising Methods —John Caples

Tips for writing body copy:

When a reader finally gets to your body copy, it should clinch the deal. Write body copy that: Newspaper Ads that make sales jump
David Fowler