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Fishing for Prospects: Why Headlines are Important

by Yolanda Allen on Sep 6, 2009

When you go fishing, you bring the right kind of bait to catch the fish you want. Advertising works the same way. If you want someone to read your ad, you have to catch their attention. You do that with your headline. Headlines are important because headlines are your bait. They are critical to getting potential prospects to read your offer. If your ad can win an Oscar but your headline stinks, your ad doesn’t matter. Just like going fishing, if you bring the wrong bait, you won’t catch any fish. You might as well have not spent the time fishing ( or writing). People are living very busy lives. They don’t have time to sort through the multitude of ads they receive every day. People scan headlines, and if your headline doesn’t catch their attention, your ad will get tossed aside (usually in the circular file). (Hmm? I wonder if fish lead busy lives. Maybe salmon since they have to travel upstream when their ready to lay...Read More >>

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

by Yolanda Allen

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...