Over the years, marketers have written millions of headlines. But I've learned that they can all be grouped into a dozen basic categories.

The Information Headline

Make your headline sound like a statement by an expert from a newspaper article.

* One day, all cars will be built this way
* 4 out 5 boys will break an arm before age 18
* Most people simply don’t understand how smooth a car ride can be . .
* Every 32 seconds, someone's identity is stolen. You might be next

If you are using a statistic, then describe it in understandable terms.

Usually, the news is startling and a bit frightening.

Use phrases like: "New!", "Announcing", "At last!", "Finally!" or "Revealed!"

Appeal to Fear, or Anger

Appeals to the most basic and powerful human emotions

* Don’t waste any more of your life! Get organized - now!
* You may be suffering from heart disease - and not even know it
* If you have radon in your home, you could already have lung cancer
* The fat cat banks are ripping you off! Here’s how . .

Help Your Prospect Envision Success

* Be the envy of your friends with...

A Boast About the Product

* At sixty miles an hour, the loudest noise is the clock ticking

Appeal to the Prospect's Greed

* Double your ... in seven days
* The lazy man’s way to riches
* Reverse the aging process with this amazing . . .

Create a Sense of Mystery

* The five biggest mistakes you can make in . . .
* If you read this letter from start to finish, you may discover the secret to a more fulfulling sex life

Suggest a Way to Relieve Pain

* Are you suffering needless back pain?
* Are collection agencies destroying your life?

Highlight a Guarantee

This is often better as a subhead than a headline, because it does not create the "incomplete story" that a headline needs.

* Either this works for you in less than 60 days – or your money back!

How To...

The How To headline is a fantastic technique, because the word HOW implies some sort of secret knowledge. So your prospects are almost compelled to read it.

* How To Avoid The Biggest Mistake You Can Make In Building Or Buying A Home
* How To Make $20,000 From A $300 Investment In Eight Weeks
* How To Make Your Own Luck
* How to Change your Life in Seven Days

Looking for more options? Try these variations. Just check all the books with "How to" in the title.

Or try one of these words: How to …

Get, have, keep, lose, start, stop, conquer, begin, end, become, improve, enjoy, remove, restore, develop, get the most, get rid of, avoid.

Admitting your own faults

* If a high school dropout like me can make $100,000 per year selling real estate, so can you
* I chose the wrong career
* I was wrong
* I am sorry

The Question

Questions are good headlines because the reader subconsciously engages with your copy by answering the question. The trick is avoiding questions that can be anwered with a simple Yes or No. Keep the questions open-ended.

* Does your child wet the bed?
* Are you tired of ironing clothes?
* Do you suffer from embarrasing acne?

Ideally, you want to speak directly to the readers deepest worries, embarassements, concerns or hopes.

* Do you have the courage to ...
* How do some people get the hottest ringtones before anyone else?

The old "They laughed when...but then they..."

This is a classic in the world of copywriting. It's old, but it still works.

* They laughed wen I sat down at the piano - but when I started to play!"
* They laughed when I said I was going to build a website – until they saw the website

Warnings

* Warning: You have poisonous radon gas in your home
* Warning: When mowing a lawn is this much fun, you may become addicted

If...Then

* If you invest just 37 cents per day, then you can start your own business
* If you're having trouble with the IRS, we can help
* If you want to start a successful online business, I will show you how

Announce your market

The first word in your headline announces who you are selling to.

* Retailers: Looking for a foolproof way to eliminate shoplifting?
* Moms: Looking for a way to make money while your child naps?

The Freebie

* Free report explains
* Free credit report reveals
* Free sample of the same supplements used by professional bodybuilders

The "Why"

* Why some men get all the girls
* Why XXX are the most successful YY in the world
* Why ZZZ consistenly beats competitors with twice the experience
* Why people buy XXX from ZZZ

The "I"

* I cant stop using
* I finally discovered the secret to
* I crank out articles like you wouldnt believe. Here's how I do it

Use the word "Wanted"

* Wanted - Retirees who want to supplement their income
* Wntd - Kids who luv 2 txt




Take a look at the headline on the next sales letter you read.  In fact, look at the next 10 headlines. You'll see they all fit into one or more of these categories. And now that you know the categories, you can easily swipe them to create your own super headlines.