Stephen L. Bainton

The above famous tabloid headline, allegedly uttered by Marla Maples in reference to her relationship with Donald Trump, illustrates something you must consider when drafting all of your marketing materials—namely, the power of the headline.

For example, did you know that most people only read the headline and not the body copy.

In fact, over 80 percent of your readership will not read the body copy. That fact means one thing: if your headline doesn’t sell then you’ve just wasted most of your marketing dollars.

In the veritable bible of copywriting, The Copywriter’s Handbook, author Robert W. Bly demystifies the tenets of great headline writing. As he writes, “Many copywriters fall into the trap of believing that clever wordplay, puns, and cute copy make for a good headline. But think for a minute. When you make a purchase, do you want to be amused by the sales clerk? Or do you want to know that you’re getting quality merchandise at a reasonable price?”

Obviously, we all want the latter, excellent quality and decent prices. To that end, regarding copywriters who know their craft, Bly states, “They know that when readers browse ad headlines, they want to know: ‘What’s in it for me?’”

Besides appealing to self-interest, Bly notes that great headlines tend to accomplish four distinct tasks.

First, you need to get your reader’s attention. As you can see, I used a classic tabloid headline to draw you into this article. As shameless as this might appear, it certainly seems to work. Just ask Madonna or take a close look at the covers of many magazines—by the look of things, we’re drowning in blatant sexual messages.

Second, you need to carefully target your audience—for example, this column is geared toward executives who wish to increase their knowledge in management, sales and marketing.

Third, given the fact that so many readers fail to delve into the body copy, it is often effective to write headlines that convey a complete thought. For instance, consider the following headline: “At Last! A remarkable breakthrough for arthritis pain: Aspercreme.” This headline is strong in that it denotes a news-oriented “breakthrough,” it identifies its audience (arthritis sufferers), and it mentions the product’s name.

Fourth, the headline should always draw the reader into the body copy. Again, in looking at the above arthritis example, the headline should lead arthritis sufferers into the body copy, to see how Aspercreme can possibly aid in pain management.

Finally, Bly lists a number of specific headlines that work. Consider the following:

* The Direct Headline: Here you state the benefit promise directly in the headline. Supermarkets and other stores use such headlines when sales are held, for example.

* The News Headline: We are news junkies, so remember to use this type of headline if you have real news to impart.

* The How-To Headline: This type of headline can be pure gold, if handled correctly. Like news, how-to connotes sage advice and peeks our interest. For example, “How To Putt Like A Pro In Only One Hour.”

* The Question Headline: Here you pose a question that relates directly to your audience’s problem.

* The Testimonial Headline: In all forms of advertising, having testimonials from customers is critical. In a headline this is especially true. Let your satisfied customers sell your product or service.

Bottom Line: In writing or evaluating headlines it’s important to remember that creativity must take a back seat to salesmanship. Avoid agencies or consultants that brag about their awards; you want real-world sales results, not puffery.

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