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Copy writing is both an art and a science. Just like any writing, of course, there are people who are simply better at it than others, whose native creativity leads them naturally in that direction, but even these people get better by looking at other copy writers and testing things out, which tilts it more toward science.
One of the trickiest parts of good sales copy is the headline. If your headline isn't effective, no one will read your brilliant sales page. Instead, they'll just go away.
There are many things you can do to improve this one thing, and if you improve this one thing, no matter what is on the rest of the page, it will improve your results. And with a sales page, improving your results means more sales.
To begin your journey of headline mastery, start by looking at other people's sales pages in a new way. Look at pages where you purchased the product, or even pages where you read the page, whether you ended up purchasing or not. Ask yourself these questions about the headlines on those pages:
1. What was it in this headline that made me want to read more?
2. How does the headline seem to speak directly to me?
3. Does the headline give me good information?
4. Does it hint at it, instead?
There is something underneath all of these questions that is vital. They all deal with you, the reader of the page. If you don't see something that affects you personally in some way, that promises some improvement in your life in some way, you will just move on.
As you are writing your headline, put yourself into the mind of your ideal prospect, the person who would most want this thing you're offering. If your headline doesn't talk directly to you as that person, it can be improved upon.
If your headline doesn't say directly, point to, or at least hint at something that will be some benefit to the reader, he or she won't have any reason to read the rest of your page and you will have lost the sale.
As you look at other people's sales pages, you will see that there are many ways to do this. A lot of them may at first seem illogical, but as you let more of them wash over you, your own headlines will start to improve.
Geoff Hoff has spent his life studying creativity and the last several years studying marketing. He teaches people to reawaken their own creativity and then to bring that creativity to their business.
In his report, Creativity and Internet Marketing he gives you simple, practical ways to reawaken your own creativity. You can get it free at his blog, http://geoffhoff.com/.
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