1. Measure the size of the claim: - 20,000 FILTER TRAPS IN VICEROY! - I AM 61 POUNDS LIGHTER . . . - WHO EVER HEARD OF 17,000 BLOOMS FROM A SINGLE PLANT? 2. Measure the speed of the claim: - FEEL BETTER FAST! - AT TWO SECONDS, BAYER ASPIRIN BEGINS TO DISSOLVE IN YOUR GLASS! 3. Compare the claim: - SIX TIMES WHITER WASHES! - COSTS UP TO $300 LESS THAN MANY MODELS OF THE LOW-PRICED THREE! 4. Metaphorize the claim: - BANISHES CORNS! - MELTS AWAY UGLY FAT! 5. Sensitize the claim bv making the prospect feel, smell, touch, see or hear it: - TASTES LIKE YOU JUST PICKED IT! - THE SKIN YOU LOVE TO TOUCH! 6. Demonstrate the claim bv showing a prime example: - JAKE LAMOTTA, 160 POUND FIGHTER, FAILS TO FLATTEN MONO PAPER CUP! - AT 60 MILES AN HOUR, THE LOUDEST NOISE IN THIS ROLLS ROYCE IS THE ELECTRIC CLOCK! 7. Dramatize the claim, or its result: - HERE'S AN EXTRA $950, GRACE—I'M MAKING BIG MONEY NOW! - THEY LAUGHED WHEN I SAT DOWN AT THE PIANO—BUT WHEN I STARTED TO PLAY... 8. State the claim as a paradox: - HOW A BALD-HEADED BARBER SAVED MY HAIR! - BEAT THE RACES BY PICKING LOSERS! 9. Remove limitations from the claim: - SHRINKS HEMORRHOIDS WITHOUT SURGERY! - YOU BREATHE NO DUSTY ODORS WHEN YOU DO IT WITH LEWYT! 10. Associate the claim with values or people with whom the prospect wishes to be identified: - MICKEY MANTLE SAYS: CAMELS NEVER BOTHER MY THROAT! - 9 OUT OF 10 DECORATORS USE WUNDAWEAVE CARPETS FOR LONG LIFE AT LOW COST! 11. Show how much work, in detail, the claim does: - NOW! RELIEF FROM ALL 5 ACID-CAUSED STOMACH TROUBLES—IN SECONDS!" - RELIEVES CONGESTION IN ALL 7 NASAL PASSAGES INSTANTLY! 12. State the claim as a question: - WHO ELSE WANTS A WHITER WASH—WITH NO HARD WORK? - COULD YOU USE $950 A WEEK EXTRA INCOME? 13. Offer information about how to accomplish the claim: - HOW TO WIN FRIENDS AND INFLUENCE PEOPLE! - HERE'S WHAT TO DO TO GET RID OF PIMPLES FAST! 14. Tie authority into the claim: - BOSS MECHANIC SHOWS HOW TO AVOID ENGINE REPAIR BILLS! - HERE'S WHAT DOCTORS DO WHEN THEY FEEL ROTTEN! 15. Before-and-after the claim: - BEFORE COLDENE A CHILD GOT OVER A COLD AFTER 5 DAYS OF ACHING, SNEEZING, WHEEZING, DRIPPING, SUFFERING, COUGHING, CRYING, GAGGING, SPITTING. WITH COLDENE A CHILD GETS OVER A COLD IN FIVE DAYS! 16. Stress the newness of the claim: - ANNOUNCING! GUIDED MISSILE SPARK PLUGS! - NOW! CHROME PLATE WITHOUT HEAT, ELECTRICITY, MACHINERY! 17. Stress the exclusivity of the claim: - OURS ALONE! PERSIAN LAMB ORIGINALS— $389.40! - ONLY GLEEM HAS GL-70 TO KEEP TEETH CLEAN ALL DAY LONG WITH ONE RUSHING!
Do any of these actually work? If I read any of those, I would think 'scam' and not get any further. They just remind me of those really poor sidebar ads and banners everywhere.
That is a great post to share. Like a cheat sheet for creating headlines. I've been in offline direct response marketing for over 15 years... many of those headlines are proven headlines that have produced results for years. This is good framework to produce headlines that work! Nice to see some good stuff in this forum... Thanks mowhawker!
I agree, good stuff. Problem is that 99.9% of the folks who are going to use them will just copy and paste them. It is critical to the success of the above to take it, put your own spin on it and make it your own.
Great point, Kraven2! Stealing stuff that works isn't the answer... using those as a foundation can be gold. There's no cheating your way to success, learn from what works and test your own versions.
Thanks for the headlines. The most important parts of the post, though, are the explanatory lead-ins (not the examples). Get the concept and then craft your own headlines. Thank you.
Love it: MICKEY MANTLE SAYS: CAMELS NEVER BOTHER MY THROAT! Must be from the late 50's or early 60's. Course it can't work now, but back then if Mickey said this then the sale of Camels went way up! I especially like headlines that have the word "Relief" in them.