Search
Related Links

 

 

Informative Articles

A Copywriter Never Mumbles – and Other Principles of Effective Ad Copy
H.L. Mencken, the author, jounalist and social critic observed that most people "write badly because they cannot think clearly." And the reason they cannot think clearly, he went on, is that "they lack the brains." Putting aside H.L.'s cricisim...
Can Anyone Succeed as a Freelance Copywriter?
This is a question that can be answered in a lot of different ways. But let's start with a perfectly simple and honest answer. No. No, in spite of what you might hear or read elsewhere, not everyone can succeed as a copywriter, freelance or...
How to Create Winning Concepts and Copy Every Time...Even When Faced With a Terrifying Job!
It doesn't matter how new you are to copywriting, or how old...the fact is, there will be times when you'd feel more confident with the brains, talent, and experience of a writing partner. Perhaps you're writing for a new client who's in an...
How to Increase Your Copywriting Success
Take a look at your prospecting list, if you have one. Where did all those names come from? Most likely they're a hodge podge of names from a hodge podge of sources...with few added to your list solely on the criteria that they're...
Understand Your Buyer's Pathway
I really wonder how many marketers and other business people really understand the entire chain of decisions potential buyers make, leading up to the point of their final decision to do business. Every sale is different, but usually...
 
Progressive Headlines Guide Customers To Buy

by Karon Thackston © 2004
http://www.learn-copywriting.com

Headlines are, without a doubt, one of the most important elements in copywriting. As has been said countless times before, if you don't get your readers’ attention with the headline, the chance of them reading your copy is virtually none. But headlines (and sub-headlines) play a vital part in the copywriting process for other reasons, too.

Whether we, as copywriters, like it or not, the fact is most people will not read all the copy word for word. Headlines can help fill in the blanks in several ways so "skimmers" still get the gist of the information included in the copy.

Headlines Outline the Benefits

Using headlines and sub-heads that state benefits about your product/service can be a powerful strategy. Using wireless home networking for example, you might create headlines and sub-heads that read:

--Work From Anywhere In Your Home
--No More Jumbled Cables Strung Everywhere
--Have Multiple Computers Online At The Same Time
--Make All The Computer Users In Your Home Happy

Even if the customer didn't read the copy included in between these heads and sub-heads, they would still be made aware of all the benefits of having a wireless home network.

Headlines Give An Overview

Depending on the type of copy you're writing, headlines can help to urge your customers to read further. In fact, in long-form copy, headlines should create their own sub-set of copy. If you read just the headlines, they should make sense all by themselves. For example, copy about a new book on how to start your own business might use the following headlines.

New Book Takes You Step-by-Step Through Starting Your Own Business

An introduction would go here as well as copy designed to gain the attention of the


reader.

Starting A Business Is Easier Than Ever

Continue with the copy here.

The Little Known Secrets In This Book Will Show You How

More copy here.

See? As you read through the headlines and sub-headlines they make sense even without any copy. This serves to give an overview of the information to those customers who may not read every word of the copy you've written. If they read just the headlines and sub-heads, they'll still understand what you're offering.

Headlines Can Raise Curiosity

Make a statement that's so unusual it doesn't make sense. Create "cliff-hangers" with your headlines and only give so much information before stopping. When you use these and other interest builders, you can encourage customers to read further into your copy just to satisfy their curiosity. Using natural gardening products as our example, the headlines and sub-heads often look like this:

--My Roses Are Bursting With Blossoms Since I Stopped Watering Them
--My Prize-Winning Tulips Would Wither Up and Die If It Weren't for…
--Which Annual Blooms Twice As Big When You Give It A Beer/Shampoo Cocktail?

These statements make you think. They start the reader wondering so that he/she continues to read on to get the rest of the story.

When creating headlines in your copy, think about how they all work together. Instead of just plopping bolded words in between paragraphs, create a plan revolving around progressive headlines that can lead your readers to buy.


About the Author

Tired of endlessly searching the ‘Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.

 

Copywriting . Net
Copywriting . Net. The Internet's copywriting service center for Web and print marketing communications.
www.copywriting.net
 
Copywriting - Wikipedia, the free encyclopedia
As search-engine algorithms get smarter every day, this Search engine optimization (SEO) copywriting is more and more about writing for human visitors as ...
en.wikipedia.org
 
Copywriting - SEO Copywriting - Learn copywriting
Copywriting .com has just changed hands and will open its doors again in a few weeks. If you'd like to be notified when we launch, please send an email to: ...
www.copywriting.com
 
Copywriting 101 | Copyblogger
Copywriting 101 Tutorial Copywriting is one of the most essential ... Subscribe to Copyblogger to learn more about copywriting and online marketing. ...
www.copyblogger.com
 
The Copywriting Site - Free information, tips, and tricks on ...
The Copywriting Site: Here you get free information tips and tricks on copywriting that sells. - Marketing Writing.
noriainternational.com
 
Copywriting courses. Become a copywriter.
Copywriting courses for copywriters; plus tips on buying copy and hiring a copywriter.
www.inst.org
 
Advertising & Online Copywriting, Search Engine Copywriting ...
Advertising copywriting and search engine copywriting that impresses your visitors and the engines.
www.marketingwords.com
 
Free tutorials on copywriting, web content, advertising, internet ...
How to dramatically improve response from your Advertising, Internet marketing, Direct Mail and Web pages with powerful copywriting.
www.adcopywriting.com
 
Copywriting: See what people are saying right now on Technorati
See all blog posts tagged with copywriting on Technorati.
www.technorati.com
 
Advertising Copywriter, Website Copywriter, SEO Copywriter ...
Need a copywriter who can really grasp your business? Copywriting for websites, SEO, ads, brochures, articles... Elegant, no-fuss copywriting that really ...
www.divinewrite.com
 
Copywriting
Every advertising medium is different. And so is copywriting for each element. Business owners can find out what to look for when hiring a copywriter.
advertising.about.com
 
Copywriting Secrets - Master Copywriter - Killer Copy Writing
FREE E-Course Reveals The Latest Kick-Ass Copywriting Secrets You've Gotta Know! ... "Now You Can Grab The Latest No-BS Advanced Copywriting Secrets That ...
www.websiteconversionexpert.com
 
Text Wizard® Copywriting - UK freelance copywriter, scriptwriter ...
Plain English with fizz: copywriting that stays on brand and on your mind. UK copywriter.
www.textwizard.com
 
Getting Real: Copywriting is interface design - Signal vs. Noise ...
Copywriting isn’t something to be left to the guy on your team who writes long ... So, I’m considering adding copywriting to my list of responsibilities, ...
www.37signals.com
 
Amazon.com: Persuasive Online Copywriting: How to Take Your Words ...
Amazon.com: Persuasive Online Copywriting: How to Take Your Words to the Bank: Books: Bryan Eisenberg,Jeffrey Eisenberg,Lisa T. Davis by Bryan Eisenberg ...
www.amazon.com
 
Michele PW
Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business.
www.writingusa.com
 
Pages tagged with "copywriting" on del.icio.us
Good Copywriting: A blog about copywriting on the web ... Copywriting tips for online marketing success from Copyblogger · save this. copywriting blog ...
del.icio.us
 
Online Copywriting: Subscribe to the Excess Voice Newsletter
Online Copywriting: Nick Usborne's Excess Voice newsletter includes dozens of articles and a comprehensive list of resources and reviews for writers of ...
www.excessvoice.com
 
Linda Westphal, Freelance Advertising Copywriter
Experienced copywriter for direct marketing articles, and advertising tips. Citrus Heights, California.
www.lindawestphal.com
 
Copywriting: Projects on Elance
Copywriting, Between $250 and $500, 7, 11/29/2006 1:45 AM ... Copywriting, Prefer not to disclose, 0, 12/1/2006 2:41 PM, 6 d, 22 h+, Authentication Status ...
www.elance.com
 
 

 
Content Menu
  • 10 must haves for your best selling ebook

  • 10 successful strategies for profitable sales letters

  • 10 things to expect from your seo copywriter

  • 10 things you should expect from your it copywriter

  • 10 things you should expect from your website copywriter

  • 10 tips for aspiring freelance copywriters

  • 10 tips for tech writers

  • 10 ways to start an internet salesletter

  • 11 things you must know before hiring a copywriter

  • 12 copywriting tips to make your advertising more profitable

  • 12 low cost or no cost techniques to snag lucrative freelance writing assignments asap

  • 19 secrets to making your ad copy more effective

  • 22 questions to ask before you write a single word

  • 22 ways to make money as a writer

  • 25 points to create your own winning sales letters

  • 2 ways to really connect with your customer in your copywriting

  • 32 point copywriting checklist to bulletproof your copy

  • 35 revenue increase from your website

  • 3 inside secrets to making you richer using direct mail

  • 3 keys to better online copywriting

  • 3 lessons from a marketing superstar

  • 3 quick tips to becoming an instant copywriting genius

  • 3 steps to better sales copywriting

  • 3 strange and twisted copywriting tactics

  • 3 tips for writing better headlines

  • 4 tips for writing successful swipe copy

  • 5 insider secrets to million dollar sales letters

  • 5 keys to copywriting for site visitors and search engines

  • 5 key reasons why great copywriting will always be your most important business skill

  • 5 reasons why headlines are the single most important part of all

  • 5 sales letter tips to explode your conversion rate

  • 5 secrets of successful copywriting

  • 5 ways to get more results from your web copy

  • 5 ways to profit from other peoples products

  • 6 ways to leverage technical articles

  • 7 steps you must take before writing a word of copy

  • 7 valuable tips for article writers

  • 8 tips for writing a knock em dead headline

  • 9 essential items your website copywriter must know about your business before writing a word

  • 9 tips for better copywriting

  • advertising copywriting the top ten cliches and why you should avoid them

  • ad copywriting building brand equity one word at a time

  • an seo copywriting makeover turning not into hot part 1 of 2

  • an seo copywriting makeover turning not into hot part 2 of 2

  • are creative stereotypes holding you back

  • are keywords destroying the flow of your seo copy

  • are these internet marketing ebooks hogwash

  • are you asking the right questions in your copy

  • are you content with your e book content five improvements that will hook your readers

  • are you content with your headlines 5 ways to beef up your article title for maximum clickability

  • are you content with your web articles 5 ways to dominate your niche with copy that rocks

  • article marketing what is it and how can i use it to grow my business

  • article writing dos and donts

  • attention deficit sales letter disorder

  • avoid the big advertising mistakes

  • a copywriter never mumbles and other principles of effective ad copy

  • a copywriter speaks hey give me back my pen

  • a copywriting lesson from dr seuss

  • a day in the life of a freelance copywriter

  • a free lesson on how to easily write ads that are guaranteed to make you money

  • a lesson from the apprentice that can make you a master

  • a lesson in advertising from the eighteenth century

  • a quick and easy way of getting more customers from every single ad you write guaranteed

  • back to the copywriting basics

  • become a ghostwriter

  • becoming a ghostwriter

  • boost your b to b marketing copy 3 major copywriting blunders and how to correct them

  • business writing when not to be professional

  • calls to action making them fit makes all the difference

  • can anyone succeed as a freelance copywriter

  • can you become a freelance copywriter in los angeles

  • can you really make a fortune off of reprint rights

  • case in point what you need to know about link popularity

  • charles brown

  • choosing keywords that bring the best results

  • clever headlines usually flop are you being too clever for your own good

  • commercials that confuse confound and sell nobody anything

  • common mistakes that can kill your web copy

  • copywriter rates getting the facts beforehand

  • copywriting 101 the exclamation point friend or foe

  • copywriting aida is more than an opera

  • copywriting and your five senses

  • copywriting businesses how can i get started

  • copywriting engage prospects by involving their senses

  • copywriting faqs

  • copywriting for seo

  • copywriting for the non english speaking audience

  • copywriting is not one size fits all

  • copywriting makeover its not about you its about them

  • copywriting makeover know where your customers are in the buying process part 1 of 2

  • copywriting makeover know where your customers are in the buying process part 2 of 2

  • copywriting makeover making an emotional connection part 1 of 2

  • copywriting makeover making an emotional connection part 2 of 2

  • copywriting makeover search engine friendly can also mean visitor friendly

  • copywriting secrets of the indian mystics

  • copywriting successes and failures a comparison of the good and bad

  • copywriting techniques for a great body

  • copywriting that sells

  • copywriting tips for sales generating brochures

  • creating a search engine copywriting plan

  • creative website copywriting why it impresses both customers and search engines

  • cure for boring corporate communications

  • discover your creativity

  • distribute your self published book part 2

  • does your copywriting trigger what makes your visitors buy

  • does your copy look fake to the search engines

  • dont neglect the power of repetition

  • do you make this big mistake writing your articles

  • do you want to sell more then stop trying to be everything to everybody

  • dreading the writing assignment outlines to the rescue

  • energize your sales copy to increase your sales

  • engage your customer write about benefits

  • enough with the upsells already

  • e book writing formats how to make the words flow

  • features vs benefits the mystery revealed

  • features vs benefits vs end results

  • finally an exciting way to generate qualified leads and get your prospects all fired up about you

  • five essential steps to set up your authors web site

  • five keys to leaner and meaner copywriting

  • five secrets of writing great sales copy

  • five sections of your copy guaranteed to get read

  • five steps to online copywriting success

  • fixing bad web site copy

  • fond of autoresponders write em right

  • freelance copywriting advice 1 take the scary jobs

  • freelance copywriting how to negotiate rates

  • freelance writers how to partner with your competition

  • freelance writing on the internet

  • getting looked over without getting overlooked

  • getting people to part with their money the old fashioned way

  • get discovered through press releases

  • get your reader to act now

  • hello niche marketing enthusiasts

  • heres a little known secret to writing copy for serious copywriters only

  • heres a simple selling secret for how to turn 2 words into 44 590 dollars selling softdrinks

  • hiring a great copywriter

  • hitching a ride on current events

  • hotel internet marketing and the secret of copywriting

  • how a book is born one authors story

  • how a book is born one author s story

  • how being a good listener can make you a successful copywriter

  • how freelancers can expand their business using personal coaching

  • how i learned to make my writing pay and you can do it too copywriting is easy money

  • how to become a freelance copywriter in new york

  • how to become a freelance grant writer

  • how to benefit from e zine articles

  • how to create winning concepts and copy every time even when faced with a terrifying job

  • how to emotionally charge your sales letters to boost sales

  • how to enhance the personal appeal of your sales letter

  • how to find a copywriting school

  • how to find freelance copywriting jobs

  • how to find freelance jobs writing about food

  • how to get 50 of your freelance fee up front and a whole lot more

  • how to get b2b clients a primer for copywriters

  • how to get immediate response to your sales pitch

  • how to get started with a career in copywriting

  • how to get your customers to trust your website

  • how to get your prospects to do exactly what you want by tormenting their brains

  • how to harness the real power of the p s

  • how to increase your copywriting success

  • how to make a career out of copyediting and proofreading

  • how to make the most of your website copywriter

  • how to make your headlines sell

  • how to make your sales letters bullet proof

  • how to make your web copy better

  • how to negotiate rates with a freelance copywriting expert

  • how to pluck fresh new ideas for writing killer sales copy straight out of thin air

  • how to price a job correctly even when youre totally stumped

  • how to ramp up your business with sizzling ad copy

  • how to snag that freelance writing job

  • how to stop leaving money on the table and get paid your worth every time

  • how to succeed as a writer

  • how to write ad copy that sells

  • how to write killer sales copy

  • how to write little tiny adwords ads that bring giant sized profits

  • how to write persuasive subject lines

  • how to write the web site that sells

  • how to write to mars and venus

  • how using a drop capital increased my ebook sales by 40

  • image and name recognition can provide a constant stream of referrals

  • increasing conversions through action oriented copywriting

  • index

  • interactive sales letter skyrockets conversions with 2 simple questions

  • is it time for a copy facelift

  • is it worth hiring a professional copywriter

  • is it worth paying for professional copywriting

  • is re centralization the new seo and effective copy must have for cms

  • is your copy upside down

  • its a dog eat dog world in the freelance work marketplace

  • its time to start that swipe file

  • keyword article writing the key to your success

  • knowing copywriting basics how to get ahead in your copy writing business

  • knowing your market the key to good sales copy

  • leverage the power of article marketing

  • limited time only shh its a secret

  • live brainstorming session

  • long copy sales letters on the web hype or not

  • long copy vs short copy if youre still debating this youre missing the point

  • long sales letters vs short sales letters

  • lower cost increase conversion of your adwords ads

  • make your sales copy believable

  • making a career of sharing

  • master headline creation in 3 easy steps

  • maximizing the effect of your freelancers bio

  • maximizing the effect of your freelancer s bio

  • my favorite errors to correct dont make these mistakes and your writing will rise above most other writing part 1

  • my favorite errors to correct dont make these mistakes and your writing will rise above most other writing part 2

  • my favorite expert advice on writing the stories of our lives gleaned from my favorite books on the subject

  • need a great idea feed your brain

  • need a new idea try changing your perspective

  • new years resolutions for writers

  • nip and tuck three quick tricks for writing seo copy

  • nobody likes a rambler

  • no more estate agent fees

  • one simple idea

  • online copywriting vs writing copy for print

  • out of focus ads can cost you customers

  • personalize your headlines for increased profits

  • power writing 101 tips and tricks to get you taken seriously

  • preparing a business proposal

  • progressive headlines guide customers to buy

  • promise crafting the heart of copywriting

  • proof reading the in audible art form

  • published but not paid part ii how to extract payment from sticky fingered editors

  • published but not paid part i start right to avoid problems

  • pumping up the emotional side of gizmos widgets and powdered eggs

  • q a for writers editors and publishers thoughts from your peers on life and work part one

  • q a for writers editors and publishers thoughts from your peers on life and work part two

  • revealed the 12 500 copywriting formula

  • review landing page handbook how to raise conversions

  • review michael mastersons accelerated program for six figure copywriting

  • review the step by step copywriting course

  • review words that sell

  • rotator

  • rules regs and recommendations for search engine copywriting

  • sales headline copywriting two quick steps to success

  • sales letter writing using aida

  • search engine optimisation copywriting the top ten pitfalls and how to avoid them

  • search engine optimization copywriting a genuine way to achieve the higher

  • secrets of writing a business website homepage

  • segmenting your target audience through your copywriting

  • sell more by showing consequences

  • seo copywriter finding the website writer you really need

  • seo copywriting in the wake of the florida update

  • seo copywriting makeover finding the right trigger

  • seo copywriting makeover good rankings but no sales part 1 of 2

  • seo copywriting makeover good rankings but no sales part 2 of 2

  • short copy understanding its purpose can increase sales

  • should you use ghostwriters that are a dime a dozen

  • should you write a long copy ad or keep it short

  • solutions for the struggling article writer

  • solving the i get tons of traffic but no sales mystery

  • some copy tips from an old hand

  • some faqs for aspiring copywriters

  • so you want to be a copywriter

  • sticks stones and lawyers

  • strategic copywriting so much more than text optimization

  • subtle emotion the key to copy that works

  • super adjectives boost the power of your copy

  • super verbs really move your copy

  • sure fire copywriting tips

  • s can increase search engine positioning

  • ten tips for writing effective web copy

  • theyre searching so why arent they buying

  • the 12 500 copywriting formula

  • the art of reading your buyers mind

  • the art of reading your buyer s mind

  • the author within

  • the best freelance job boards for writers

  • the best place to put seo copy on your web page

  • the bible the source of all copywriting secrets

  • the importance of a website copywriter

  • the magic free offer

  • the minds fancy dress party or brainstorming with contentclix copywriters

  • the most profitable product in the world you can ever sell

  • the nlp secret that makes your words sell

  • the not so mysterious art of getting clients

  • the no 1 ecommerce solution tip for you

  • the power of your ego in writing online copy

  • the psychology of scarcity less is more if you want faster sales from your web copywriting

  • the rich jerk

  • the right words can make you wealthy

  • the secret power of words

  • the story of the hypnotic writing monkey

  • the story the most powerful marketing tool on the planet

  • the strange avalanche iceman headline techniqu

  • the top 7 rules of power copywriting

  • the truth about selling e books on the internet

  • the worlds most powerful marketing tool

  • the world s most powerful marketing tool

  • the writers dilemma should you write for free

  • the writer s dilemma should you write for free

  • three steps to pump up the drama in your copy

  • three ways journaling can boost your creativity and your business

  • tips on finding and hiring a good copywriter

  • top 3 reasons why your headlines fail

  • top 3 rules for writing effective copy

  • top ten great headline ideas

  • to write your own copy or not to write your own copy that is the question

  • transform your home page to pull sales with passion copywriting

  • understanding the buying process can increase your sales

  • understand your buyers pathway

  • use a guarantee in your headline to increase trust

  • use grammar as a marketing weapon

  • using resell rights to get traffic and subscribers

  • want to stop leaving your prospects feeling naked use thecurious power of three

  • weaving words for the web

  • web copywriting for international markets

  • web copy how much is enough

  • whats so different about writing web copy

  • whats wrong with proofreading

  • what a c i a black ops officer taught me about copywriting

  • what is advertising and what does it mean on the internet

  • what is persuasive copywriting and how can it help your business

  • what is your trail of bread crumbs

  • what is your unique selling proposition youre leaving money on the table if you dont have one

  • what seo copywriting is and isnt

  • what s so different about writing web copy

  • when less is more when it comes to writing your sales copy

  • where to find the best copywriting clients

  • where to find writing jobs online

  • why copywriting is the secret to your online success

  • why good copywriting matters

  • why jerks win at direct marketing

  • why should i bother with optimised copywriting

  • why should i bother with optimised online copywriting

  • why write articles to promote your book

  • wild bills top 30 copy writing principles

  • wild bill s top 30 copy writing principles

  • winning the customer through weakness

  • wording up your website

  • writers block begone

  • write a better technical article in half the time

  • writing benefit driven web copy 4 steps to more sales

  • writing guarantees that sell

  • writing helpful help a minimalism checklist

  • writing newsletters tricks of the trade

  • writing powerful effective solo ads

  • writing seo copy 8 steps to success

  • writing the before after formula

  • writing tips for your website

  • writing to overpower your competition

  • writing web copy that sells how it compares with offline copy

  • your headlines are key to your success or failure do you know what to write

  • your site map spider food or just a light snack