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The Secrets of Writing a “Grab ‘Em By The Shirt Collar” Headline

POW!
 
That’s the sound of a dynamite blast. You can bet anyone within earshot is going to stop what they’re doing and give their full attention to the source of the blast… right?
 
You bet. And that’s why you need to create sales letter headlines and email subjects that go POW! These are headlines that stop your readers in their tracks and get them paying 100% attention to your copy.
 
So how do you create a headline that goes POW!? Like this:
 

  • Pique Their Curiosity
  • Offer a Big Benefit
  • Win Them Over

 
Let’s take a look at each of these steps more closely…
 

Pique Their Curiosity

 
Imagine if you’re just sitting in your living room relaxing, and suddenly an unexpected dynamite blast goes off. What’s the first thing you would do?
 
Chances are, you’d turn to the nearest person and say, “What the heck was that?” Then you’d run to the window or even run outside to satisfy your curiosity.
 
Same thing goes for your “POW!” headline. If you can pique someone’s curiosity, then you’ll have their undivided attention for a few moments.
 
Here are three ways to do this:
 

  • Promise a benefit, but don’t tell people HOW they’ll get that benefit. E.G., “How to Lose All the Weight You Want Without Exercise or Hunger Pangs.”
  •  

  • Use the word “secret.” E.G., “The Secrets of Retiring at Age 40.”
  •  

  • Let them know others know something that they don’t know. “Here’s What Your Car Dealer Doesn’t Want You to Know!”

 
Next up in the POW! formula…
 

Offer a Big Benefit

 
Whenever someone lands on your headline, they’re going to wonder, “What’s in it for me?” A great headline will promise them a big benefit.
 
For example, “How to Lose Weight Quickly, Safely and Easily!”
 
One more: “How to Housetrain Your Puppy In Just Three Days!”
 
TIP: People not only like getting solutions to their problems, they like fast and easy solutions. That’s why the first example promises a quick and easy solution, while the second example is all about speed.
 
And now the last part of the POW! formula for writing headlines…
 

Win Them Over

 
Piquing curiosity is good. Offering a benefit is good. But if you really want to win over your readers, you need to combine these two tactics into one powerful headline.
 
Let me give you some examples of combining benefits while arousing curiosity:
 

  • Here’s How to Get Your Hands On An In-Demand Product – Without Writing It, Buying It, Or Outsourcing It!
    Note: Everyone wants an in-demand product – that’s the benefit. The part that arouses curiosity is how someone gets a product like that without creating it, buying it or outsourcing it.

 

  • Do You Have This Miracle Fat-Blasting Herb In Your Cupboard?
    Note: The benefit is that it blasts fat. The headline arouses curiosity by making people wonder what herb the headline refers to.

 

  • How a Small-Town Waitress Quit Her Job and Made $100,000 This Year – And How You Can Too!
    Note: The “story” part of the headline arouses curiosity, while the “how you can too” part promises the benefit. 

 

Now It’s Your Turn…

 
Now that you know the attention-getting POW! formula for writing a headline, it’s your turn to give it a whirl. So just remember:
 

  • Pique Their Curiosity
  • Offer a Benefit
  • Win Them Over

 
Set aside a few moments right now and brainstorm a dozen headlines for your next email or sales letter using POW! You might be amazed at the headlines you create!
 
ctanew
 

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How to Write a Really Great B.L.O.G. Article

You’ve heard the typical advice for writing an article, right? It goes a little something like this…
 
Write an introduction that tells readers what they’re going to learn.
 
Use the main article to deliver on the promises you made in the introduction.
 
Create a conclusion that reminds people of what they just learned.
 
Sure, that works, but it’s pretty basic. And when you’re writing an article for a blog, you need to do a little more to keep people reading. So here’s my system for writing a great B.L.O.G. article:
 

  • Begin With Benefits
  • Lock Readers In
  • Offer Examples
  • Generate a Response

 
How does each step work?
 
Take a look…
 

Step 1: Begin With Benefits

 
You need to start off on the right foot with a “blow their socks off” title. This is a title that presents a big benefit and/or arouses curiosity.
 
Here’s an example of beginning with benefits: “Here Are the Seven Secrets of Winning Your Next Marathon.”
 
Here’s another example that arouses curiosity: “Are You Making These Marathon Training Mistakes?”
 
The beginning of your article should continue promising benefits for those who keep reading. Obviously there needs to be a payoff, so make sure the body of your article delivers on the promises you made in the title and introduction.
 
Next up…
 

Step 2: Lock Readers In

 
If you just write your article like a boring lecture, you’re going to have people clicking away faster than you can say, “But this is good information!”
 
So yes, obviously you need to provide good information for readers. But you also need to provide it in a way that keeps them hanging on your every word. In other words, “edutain” them – entertain them while you educate them.
 
Here are two tips for achieving this end:
 

  • Connect emotionally with your readers. A good way to do this is to tell a personal story. Because once you hook your readers emotionally, they’ll feel more compelled to keep reading.
  • Write in a conversational manner. Throw out any ideas of trying to write formally and in a stuffy manner. We’ll leave that to the college textbook authors. Instead, imagine you’re writing to a good friend. Write in a light, conversational manner. Don’t be afraid to toss in a little humor here and there.

 
Next up…
 

Step 3: Offer Examples

 
Perhaps you’re offering step-by-step instructions for completing some process.
 
To make your article even more useful, you should also toss in tips and examples.
 
If you look back on this article, you’ll see I gave you two examples in the first step and two tips in the second. You should do the same sort of thing so that your readers walk away from your article with a good understanding of the material.
 
And finally…
 

Step 4: Generate a Response

 
Once you hit your conclusion, you’ll probably do a quick recap of what the reader just learned in the article.
 
That’s great. But you don’t want your reader to walk away without taking some specific action.
 
So that’s why you should seek to generate a response such as:
 
Taking action on what they just learned.
 
Joining your mailing list.
 
Clicking on a link at the end of the article.
 
Learning more by reading related articles.
 

Conclusion

 
So there you have it: a simple step-by-step process for writing a really great B.L.O.G. article. The four steps include:
 
Step 1: Begin With Benefits
 
Step 2: Lock Readers In
 
Step 3: Offer Examples
 
Step 4: Generate a Response Oh, and I almost forgot Step 5: Take Action.
 
Now is a great time to put these steps to work, so go ahead and set aside time to write a really great blog article today.
 
You’ll be glad you did!
 

 

 

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