Your headline is the single most important sentence of the whole page. It pulls more weight than any other sentence and deserves to be paid a lot of special attention.

Your headline’s job is to get the reader to continue reading. It catches their attention and takes you from having just 3 seconds of attention to about 60 seconds to sell your audience.

The process for writing your headline is different than the process for writing any other part of your sales letter.

How do you write a headline that captures the hearts and minds of your audience?

Here Are Some Ideas:

Write 100 Headlines, Then Choose One

Most world class copywriters write 50 to 100 headlines for any given sales letter they’re tasked with writing. Only after completing all of these headlines do they choose the one they finally use.

Each and every one of these 100 headlines is the fruit of many hours of thought and creativity. Just because you’re writing a lot of them doesn’t mean that less effort is put into each one.

This process was first invented by print copywriters, where a test would easily cost you upwards of five figures. Online, it’s easy to put less care into writing headlines since testing is “free.” Nothing could be further from the truth.

Whether online or offline, if you want your business to succeed you need A+ copy. An integral part of A+ copy is an A+ headline. Follow the process and your headlines will be that much more powerful.

To make this easier and less stressful, sit down and write as many headlines as you can think of. Don't worry about how they sound. Just get them down, either on paper or on your computer.

If you get to the point where you can't think of anything, walk away and come back later. And no, you don't HAVE to write 100 headlines for every content piece. You just want to take the time to come with ideas that will make your content get the most attention.

Use a Combination of Original and Swiped Concepts

If you want to write great copy, having a great swipe file is essential. Inside your swipe file should be dozens of potential ideas for attention catching headlines.

Any time you visit a site that has an interesting headline, copy it and paste it into a text document. Over time you will have an asset that you can refer to for ideas.

Talented copywriters generally write headlines using both swiped concepts and their own original ideas. Craft your headlines from both and objectively choose the best one later on.

Headlines come in many formats: current events, benefit-driven, shocking, factual, storytelling, comparisons, etc. By using swipe file ideas, you’ll come up with headlines in formats that you may not have came up with on your own.

Space Out the Writing

Write a few headlines in the beginning, when you’re just starting the letter. Then write a few more as you’re writing the rest. Finally, write a few after you’ve completed everything else.

Throughout the whole process, your mind will be working through the copy in different ways. You’ll have different ideas at different stages of the copy writing process. Use that to your advantage by taking down your best ideas at any given time through the whole process.

Selecting the Final Headline

Once you’ve written out a wide range of headlines, let it sit for a week or two. This will help sever any emotional preferences you may have attached from the writing process.

Then start cutting the headlines out. Remember, in the end only one will be the winner. Generally if you start from 100, you’ll be able to get it down to 5-10 pretty easily. From there the choices get a lot tougher. In the end, you’ll have to cut out some really good headlines until you really have just the best of the best left.

If you’re getting a lot of traffic, you may have the luxury of being able to split test your headlines. If so, then you may be lucky enough to be able to use two instead of one headline.

This is the process that many top copywriters use to write their headlines. Use swipe files and originality to write your headlines. Write 50-100, never all at the same time.

Finally, cut them down until you have one A+ headline left.

And don't forget about sub-headlines. As the reader gets into your copy, you can use some of the headlines you came up with and use them for each section of your content.

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