It is true that some marketing copies sell extremely well and some do not. This is because of the fact that certain marketing copies are really well written. They are created from powerful and effective copywriting. Those that do not make the grade are those that are pretty weak in impact upon the readers. There are numerous and varied reasons that we can hold accountable for these different yet sometimes alarming results.

David MacKenzie Ogilvy (CBE), a notable advertising wizard who was labeled as “The Father of Advertising”, had famously stated that:

(a) “Ninety-nine percent of advertising doesn’t sell much of anything” , (b) “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar”, and (c) ” If it doesn’t sell, it isn’t creative”. Certainly there are so much truth and wisdom for marketers to grasp from these statements from an advertising genius.

What then will make or break the success of your internet marketing system? The marketing copy that is being drafted is to achieve the principal dual purposes of drawing traffic to our website and to increase the bottom line. Inside this marketing copy is the important component that will make or break the success of your internet marketing system. It is none other than its HEADLINE!

What constitutes the headline for your marketing copy? How should you write and what words should you use when drafting the headline? How do you plan to market your product or service through the headline?

Tips for powerful headlines include the following:

(1) Brainstorming sessions — It is imperative that brainstorming sessions be held to find out the right direction that will be taken for the selection of the most appropriate headline for the marketing copy. What kind of headline will create the greatest impact? What is the sole intention of the headline and how is it going to project the marketing copy effectively in existing fierce competition? How can the headline be made powerful in its impact upon customers and the bottom line?

(2) First impression counts — Words to be used for the headline should be chosen with extreme caution and thoughtful consideration. Words can sell effectively and profitably, but they can also create devastating damage to your marketing campaign as a whole. In any marketing endeavor of a reasonably big magnitude, and this goes for offline too, the very first impression that the headline projects to the readers is extremely important,and should not be taken lightly. The headline has no other alternative but only to either attract or repel the readers. In marketing basics, what is often used in the plans for advertising is the concept of AIDA. This is the acronym for Attention, Interest, Desire, and Action. What will impress the readers will be the result of what is being put in the headline to win the readers’ attention, stimulate their interest, create their desire for your product or service, and compel them to make the purchase.

(3) Put up attention-grabbing headlines — The main intention of the headline is to captivate the readers and persuade them into quick acceptance of your proposition. They must be made interested enough to read deeply into your headline in order for them to agree to read on into your marketing copy. The mental focus of the readers must be captured and not be allowed to shift direction. The headline has this important role to play to fuel readers’ interest. Do not forget about the sub-headline which functionally supports the main headline which appears at the top of your website. It is basically an additional description of your offers. Examples of attention-grabbing headlines:

“Health secrets that most drug companies won’t reveal to you”

“5 effective cures for your back pains”

(4) Use words of “power” — As the headline is the first sentence that is being read, it is therefore strongly recommended to use “power” words that will effectively describe in a nutshell the intention of the marketing copy. “Power” words can include words such as power, proven, unleash, secrets, free and success, just to name a few. Such words cause great impact upon readers, and push them into taking action. The usage of “power” words in the headline must be strong. It must show strength, stimulation, captivation, and explosion with the handful of words specially chosen. Needless to say, too much of these words would reduce the impact, so use them in moderation. They are best used in normal fonts. It can be irritating to the eyes if all words are in bold. We can see examples of “power” words in action here:

“This is an opportunity that may change your entire life!”

“Insider secrets to email marketing now exposed for the very first time!”

Headlines will definitely affect the conversion rates for your campaign. Powerful and effective headlines will bring in the numerals and positively affect the bottom line. That said, it is time to be express confidence in your product or service and use these tips for powerful headlines to spin your marketing copy successfully.

PS Want to learn more and succeed in your email marketing? Read all about it in my post dated 15 Jan 2008 entitled “Email Marketing Success” featured and published on Ezine Articles ==> Click Here !

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