A Short Primer on How to Write Copy (Part 1: Headlines)

This article is for new copywriters and anyone who wants to learn how to write copy himself without hiring an expensive copywriter. While it is true that writing successful copy requires a bit of education and experience, even untrained people can write a decent sales letter if they follow this basic format. It's easier than you think. It's not as easy as pie, but it's also not as hard as making a pie from scratch.

But don't take my word for it; try it yourself. Follow this format to write your first draft, and then make edits to split test in the future.

The Headline

About 80% of your readers will decide whether to read the rest of you copy after reading the headline. In other words, if your headline can get readers interested in reading on, you're in the clear. Some techniques for writing good headlines follow:

• How-to Headlines

This type of headline immediately tells the reader what the sales copy will help him with. If you are selling a product or service that has a clear benefit, write it in your how-to headline.

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• Curiosity Headlines

Curiosity headlines hint to the reader that you have uncommon but interesting/useful information and that this information is in your copy. While less direct than the how-to headline, the curiosity headline "teases" the reader into going deeper into your copy, assuming that you've done your job in interesting the reader.

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• Fear-Evoking Headlines

Fear-Evoking Headlines are a play on curiosity headlines. This type works on making the reader feel as though he is missing out on something. Fear-evoking headlines are good for markets where competition is rife or where customers are looking to solve a problem (as opposed to gain a new benefit).

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Click here for part 2 of How To Write Copy.