Ivan Levison — Copywriter
Direct Mail, E-mail and Advertising Copywriting


Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

October, 2005
Volume: 20 Number: 10

Eight ways a copywriter can create money-making headlines

John Caples, the great direct-marketing copywriter, always
stressed the importance of writing effective headlines.

He put it this way:

"If you create a good headline, your task is more than
half completed. It will be a relatively easy matter to
write the copy. On the other hand, if you use a poor
headline, it doesn't matter how hard you labor over
your copy because your copy will not be read."

This is good advice whether you're writing or evaluating direct
mail, advertising, Web pages, collateral, you name it.

Do you ever get stuck trying to come up with a strong headline?
Here are some time-tested, Caples-inspired headline approaches
I think you¹ll find helpful:

1. Begin with "Introducing" or "Announcing."

Introducing a high-performance scanner for just

Announcing a whole new way to edit color images!

2. Start with "Now."

Now the hottest PDA on the market is yours at half

Now you can try our brand new management tools
risk free!

3. Start with "At last" or "Finally."

At last! A network security solution with all the
features you've been looking for!

Finally, a proven way to boost Web seminar attendance!

4. Start with "How to."

How to back up your PC in half the time.

How to slash the cost of managing your network.

5. Start with "Why."

Why you should call for a free Virus Alert Report.

Why we're offering a no-hassle three-year warranty
absolutely FREE!

6. Start with "Which."

Which flat panel display is really the best buy?

Which of these back-up services can you trust with
your precious data?

7. Start with "This."

This tiny chip can double the performance of your

This half-price upgrade is for DataKeep customers

8. Ask a question.

Are you making these five data-storage mistakes?

Want to stop software pirates once and for all?

How To Get In Touch

Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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