Headline Tip #9: Make Dysfunction Function for You

by Wes Hanson on April 19, 2012

Obsessive compulsiveness is rational? Are you crazy? Yes, and no. It’s only logical to fuss over your headlines and opening statements. Look at advertising legends like David Ogilvy and Gene Schwartz, who worked and reworked (and reworked) their headlines and copy openings, devoting at least half their writing time to just the first few words. […]

Headline Tip #7: Deadly Sins Are Headline Virtues

by Wes Hanson on April 17, 2012

Vanity, envy, greed, lust, anger … all those nasty vices that trigger human behavior are virtues to the headline writer. That’s because intriguing headlines get read over innocuous ones. It’s all so shameful. What do spicy headlines do? They pose questions, give orders, announce news, make promises. People don’t want “information” so much as they […]

Headline Tip #5: Promise a Benefit or Solution

by Wes Hanson on April 6, 2012

Your reader is cold and calculating, not altruistic. He wants to know, What’s in it for me? So don’t write a headline like “How to Build a Website.” That just sounds like a lot work without reward (and Lord knows it can be). Write instead “How to Make Money Building a Website” or “How a […]

In headlines every word is key. Literally. Keywords rule internet search. You attract more readers when you use the language your audience uses. Their readership leads to more links, more retweets, more social bookmarks, and more search traffic. Specificity improves headlines. They address readers’ specific interests and needs. A narrower niche also means less competition […]

Headline Tip #3: Learn Free From the Masters

by Wes Hanson on April 4, 2012

A lot of trial, error, and money was expended in crafting effective headlines in the past, the key to sales and readership. Learn from the masters, for free. – People vote on headlines that attract them. What are they voting for? Magazine covers – These guys have been doing this since the 19th century […]