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Writing the 8 WebCopy Headline Categories

My article this issue is an excerpt from a book I was readingrecently titled; The Copywriters Handbook by Robert Bly, asecondary small niche I focus on a bit. It categorizes thedifferent types of headlines which are most common and in usetoday.

My immediate thought when I was reading this was to see whichone tested best and then go onto the the next one, working myway through the list,... see what I mean,... testing eachheadline to see which ones pulls best.

So below I have them for your use. For space issues of course, Icondensed them to a brief summary and an example. Enjoy.

1. Direct Headlines: state the selling proposition directly,with no room for wondering.
"Pure Silk Blouses 30% Off"

2. Indirect Headlines: leaves a "roundabout" way to the messageand product or service.
"Ten Million to One. We can mix it"

3. News Headlines: gives a "newsy" type headline about theproduct.
"Introducing the new Citation II" - Chevrolet

4. How-to Headline: gives a how-to approach and implication tothe headline.
"How-To Turn A Simple Party Into A Royal Ball"

5. Question Headlines: pose a question to the readers/prospectscan empathize with.
"Have You Any Of These Decorating Problem?" - Bigelow Carpets

6. Command Headlines: tell your prospects or reader what to do.Examples:
"Try Burning This Coupon" - Harshaw Chemical Company

7. Reason Why Headlines: pose a "list fashion" in the headline.Examples:
"Seven reason whys you should join..."
"120 to 4,000 reasons why you should..."
they can also can be in a,...
"6 Ways to etc. ..."
"7 Steps for etc. ..."

8. Testimonial Headlines: One of the Best types of headlines to have, is the testimonial, as this adds believability to the product/service in question.

To sum up,... the 8 categories of headlines in use today theyare: Direct, InDirect, How-to, News, Command, Question, Reason Why, and The Testimonial.

In my own works; I'm finding, that some are easier to create than others, but see how they go for you. See which one or two pull best and of course stick with those.

Burke Ferguson holds both a BSc. degree in Computer Science as well Certification in Search Engine Optimization and Marketing Strategies. He regularly publishes The ACE! newsletter, in which he shares his experience, methods, and knowledge about what works and about what is 'BS'. He can be contacted by or

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