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Unless your headline gets your reader to do exactly what you want them to do (i.e. read an article, fill out a form, pick up the phone, etc.), it is a complete waste of time. A complete waste of time. A complete waste of time. A COMPLETE WASTE OF TIME.

Today I want to show you how to build an effective advertisement headline that can be used on billboards, direct mail, blog titles, love letters, etc.

Let's go through the job of your headline before we jump into the weeds of creating one.

A headline, for the most part, should:

  1. Generate attention for your stuff
  2. Create interest for your stuff
  3. Manifest internal desire for your stuff
  4. Drive people to act on doing exactly what you want

Now I've lectured as well as written tons of stuff about headlines; however, today I'd like to walk you through some of my favorite headlines and how to leverage them properly.

1: "Could It Really Be this Easy to ___"

This is a good one because it implies that the reader can get a historically 'difficult benefit in an easier way.

Ex: Could It Really Be this Easy to Condense My Debt Into Small Monthly Payments?

2: "If You Are ___ You Can ___"

This one gives you a unique opportunity to speak directly to your target market while identifying their problem.

Ex: If You Are a Diabetic, You Can Minimize Your Blood Work Up to 50% with Farolem

3: "___ Ways To ___"

This headline is an all-star in my book because people like lists due to their overall simplicity, and you are clearly defining the benefit of what this list is for. These work every time!

Ex: 7 Ways to Easily Improve Your Child's Test Scores

4: "How To ___"

What could be more simplistic or driving?

Ex: How To Prevent Your Dog From Getting Fleas This Year

5: "Warning ___"

Now this one has more of a Multilevel Marketing feel (the Major League of marketing because everyone suspects a scam); however, it can be very effective over all forms of marketing when written correctly. Its power is in its ability to generate attention while it is your job to drive the action.

Ex: Warning, 99% of Facebook Users Are At Risk of Identity Theft

Now that I threw you some easy pitches, you should be able to use these headlines to hit a revenue-driven home run.

Don't compete — DOMINATE.


Matt Steffen

"Don't compete -- DOMINATE!"

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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.