Make a promise to your prospect, and then prove that you can deliver what you promise. Make the promise up front. If you take your time you’ll loose the attention of your prospect. Be clear and direct.

Headlines are responsible for about 80% of your response. Headlines are linkbait. Create a headline that will attract attention.

Here are three question types that will evoke a response from readers:

Pose a Provocative Question
Asking a question directly involves your reader in the conversation. However your question cannot be random nor can it be simply clever. It must relate directly and clearly to the major benefit of your product/service. The question must prompt the reader to answer “yes” or at least “I’m not sure but, I would like to know more.”

Bark Command
Many ads fall flat because they fail to tell the reader what to do. This headline type allows you to be direct, relay a benefit, and take a commanding posture all at the same time.

Relay an Honest, Enthusiastic Testimonial
A testimonial headline can do two things for you. First, it presents your reader with a third-party endorsement of your product and service. Second, it capitalizes on a consumer’s desire to know what other people are saying.

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