Headlines are the single element that can do the most to improve response in all your marketing. According to David Ogilvy, founder of ad giant Ogilvy & Mather Advertising, unless your headline really works, “you have wasted 90% of your (ad) money.” Headline opportunities abound, including the top of direct mail sales letters, the front of brochures, ads, web sales pages, landing pages, opt-in pages, emails, and more.

Context is important in creating the right headline. Website sales pages, opt-in pages, direct mail, ads, are all somewhat different. Tone must be aligned with the target audience. Here is a group of headline structures that with a little work have proven to be exceptionally effective in many different marketing contexts.
1)I call them the Hows
This is one of the most effective and versatile headline structures. The Hows can be arranged in many different ways. For example:

[How I] tells a first person story. The testimonial slant of the approach adds to its power.

How I was able to retire to a tropical island at aged 35 by creating one website

How a simple idea led to a promotion and a 50% salary increase
and how you can do the same

[How to]
How to turn the oil crisis into a personal windfall

Add a preceding address:
Stock market investors: How to make money in a bear market

Add a double benefit:
[How to ____ and _____ ]
How to increase traffic to your website and lift profits 155%

Add a triple benefit:
[How to ____ and____ while_____]
How to increase traffic to your website and lift profits 155% while working less

2) Something is missing approach:

The idea of missing out on something is a very powerful motivator. This naturally evokes curiosity – what am I missing out on? and even stronger emotions, such as anger: Why haven’t I been told such and such.

Here are two good examples. The first one uses the Do you know what is missing construction. It’s from a Nightingale Conant direct mailing talking about the controversial book and video The Secret.

You know of The Secret.
But do you know what it’s missing?

By the end of this letter, you will¦

The next “missing” headline capitalizes on a 60 Minutes feature story on oil.

Missing 60 Minutes Oil Sands Story gives you a chance to make 575% over the next 12 months

You mean 60 Minutes didn’t tell me the whole story. And the missing part of the story can make me money? I’m all ears.

3) Mistakes Approach:
No one wants to make a mistake that can cost them dearly. That’s why the thought of avoiding costly mistakes is often a more potent motivator than taking advantage of an opportunity. Some examples:

-This investment mistake could ruin your retirement

-The biggest mistake average golfers make on their pitch shots

-The 3 worst mistakes you can make on a job interview

4) Going against the big guys or the Common Enemy approach:
(you and I against the people/institutions that are trying to hide something from us.) In this age of increasing skepticism (often well-founded) of corporations and institutions, this can help get the reader on your side.

-The investment secret superrich hedge fund managers pray small investors never find out and use for themselves

-What pharmaceutical companies don’t want you to know about B-complex vitamins

These are just a few very powerful, proven headline structures that can boost response to your marketing. Stay tuned for more powerful headline structures.

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