Questions are a powerful way to involve readers. But your
question has to be an open-ended one that hints of a benefit.
If you ask a question that can be easily answered with a yes or
no, you run the risk that your readers will not look beyond
the question. But if your question is intriguing, it will pull
readers into your copy to learn the answer. This is my favorite
method for inducing a trance state.
- Lead with a testimonial.
“This is the most powerful weapon I’ve ever seen!” (Clint
Eastwood)
“These two books made me the wealthiest man alive.” (Mal-
colm Forbes)
“Here’s why my race cars beat all others.” (Mark Weisser)
There is something about quotation marks that captures peo-
ple’s eyes. If your quote is intriguing (as are these fictional
ones), they will force readers to read your copy. (Always use
real testimonials from real people and always get their per-
mission first.) Anyone who has ever used your product or
service can give you a testimonial. And headlines put in
quotes will get more attention—dialogue has life, and that at-
tracts people.
- Create a “how to” headline.
How to Get Your Kids to Listen
How to Tell When Your Car Needs a Tune-Up
How to Win Friends and Influence People
Because people want information, they are easily drawn to
“how to” headlines that promise a benefit they are interested
in. If you are selling washing machines, you might conjure
up the headline,How to Pick the Right Washing Machine for
Yo u r N e e d s. You can add sparkle to virtually any headline by
adding the word how. For example,I Cut Hairis a weak
headline, but How I Cut Hairis more interesting. The “how
to” is like a hypnotic command that brings people into your
writing.
30 Ways to Write a Hypnotic Headline
