Chapter Three

Question 1

Key Qualities of Compelling Headlines

Answer 1

1. Grabs attention
2. Screens and Qualifies Prospects
3. Draws Readers into the Body Copy
4. Communicates the “Big Idea”
5. Establishes Credibility

Question 2

1. Grabs Attention

Answer 2

Your headline’s number-one job is to arrest the prospect’s attention with a single “big idea.”

Question 3

2. Screens and Qualifies Prospects

Answer 3

Choose specific words that segment out the exact prospects you want to reach. Headlines that apply to everyone can just as easily apply to no one.

Question 4

3. Draws Readers into the Body Copy

Answer 4

Your headline’s job is to convince readers to … keep reading.

Question 5

4. Communicates the “Big Idea”

Answer 5

What is the one true benefit of your offer, and how can you communicate that to your prospects? Put that into your headline.

Question 6

5. Establishes Credibility

Answer 6

If you can establish some authority in your headline or prehead, you will be far ahead of most copywriters.

Question 7

5 Headline Templates to Make More Sales Today

Answer 7

1. The “How-To” Headline
2. The “Transactional” Headline
3. The “Reason-Why” Headline
4. The “Probing Question” Headline
5. The “If-Then” Headline

Question 8

The “Transactional” Headline

Answer 8

E.g., try these 5 tactics for a week, and be twice as productive

Question 9

The “Reason-Why” Headline

Answer 9

E.g., 7 Reasons you should be using social media in your marketing

Question 10

The “Probing Question” Headline

Answer 10

E.g., Do you wish more people bought your book?

Question 11

The “If-Then” headline

Answer 11

E.g., If you can follow a recipe, you can write better headings