michael masterson

How to Write Headlines: Evaluating Headlines to Ensure You Grab Your Prospect’s Attention

by Yolanda Allen on Sep 11, 2009

Learning how to write headlines is one of the most important copywriting skills you can learn. The purpose of headlines is to catch the attention of prospects so they will want to read your ad or sales page. Your goal is to write an attention getting headline. You can have the best sales page ever, but if your headline doesn’t attract your prospects, the time you spent writing your sales page is a waste.   Michael Masterson, a well known copywriter, developed the 4 U’s Formula for evaluating headlines. The 4 U’s stand for Urgent, Unique, Ultra-Specific, and Useful.   Your headline is urgent if you give your prospects a reason to act now. You make your headline urgent by adding a time element to your headline. You can use a limited time offer or you can state something that can be done within the week(s), month(s), or year.   Your headline is unique if it says something new or something familiar in a new way. One way to do this...Read More >>