JASON DROHNHEADLINES
The first part of our sales letter is the headline. Headlines are the first thing that
people see and they are a critical part of the whole sales page and letter. It’s
usually in red or blue color at the top of the page. There has been a lot of testing
on both color headlines, and both work pretty well at drawing attention. In a
sales video, the headline is the first slide of that PowerPoint. It will need to be
manufactured or massaged to evoke an emotion from your crowd. It will need
to allude to the product and convey the benefits of the product itself.
You can use any of these examples to apply to your headline. So “Cutting-Edge
_ Reveals Ten Easy Tricks to __.”
Fill it in and you have “Cutting-Edge Marketing Software Reveals Ten Easy
Tricks to Make Money Online.” Or, “Cutting-Edge Greenhouse Plan Reveals
Quick Ways You Can Set Up in Your Backyard for under $100.” Something like
that.
Another example is “Breakthrough Formula Reveals _____.”
So, “Breakthrough Formula Reveals Nature’s Number One Way of Harvesting
Energy.” Or, “Breakthrough Formula Reveals Number One Secret Behind Low-
Emission Fuel.”
You can even play off of prospects themselves, like “Broke, Depressed
Housewife Discovers Secret Blueprint to Make Money While Staying Home.”
Or, “Broke, Depressed Housewife Discovers Secret Blueprint to Get Her Kids to
Behave for the Summer.” You get the idea. Sometimes all you have to do is fill
in the blanks. You won’t get the headline right on the first try, but you can test
them out. Some great copywriters use 10, 20, or even 50 different tries to get
the headline right. Your first go-around doesn’t need to have that much effort
put into it, but you’ll get the hang of it and find what suits you.