Entrepreneurs and business owners know by intuition, or find out by necessity, that their marketing materials are essential for attracting prospects and converting them into buyers.

This much is clear. What they often don’t realize is that simple changes in a promotion can have a profound impact on results.

And one of the quickest and easiest elements to adjust and test is the headline of the sales letter or brochure or web page. By simply trying different headlines one can elevate their response rates by double, triple or much much more.

Of course, every part of the marketing message is critical – the lead, the body, the theme, the features, the benefits, the emotional appeal, the proof elements, the close. But other than the offer itself, they often stand in line behind the headline in terms of conversion.

The reason is elementary. The headline comes before everything else. Right there, splashed across the top of the first page. It is the initial attention-getter, the first element read. It is the bridge to everything else in your copy. The headline is the appealing copy element that persuades the prospect to read the rest of the marketing material.

It achieves this lofty status because it is what grabs your prospect attention, their eyeballs, so they’ll eventually grab their pen to sign open their wallets to buy. It’s a sales letter for the sales letter.

It can take the form of a subtle allure, a back slapping howdy do, a shouting alarm, a topical news story, or anything in between. The sole requirement is that it works to grab attention and converts that instantaneous moment in time into further readership.

Devising new or multiple headlines is essentially a research and brainstorming task. To keep on the right track, here are some questions one can ask as ideas are being developed.
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