What is the first thing any potential customer sees when looking at your ad? That’s right your headline. If your headline is a dud, forget it. It doesn’t matter what you are selling, or how hot your product or service. Most people just aren’t going to bother with your ad. It’s a sure fire way to get little or no response on your ad. Now I realize that not everyone is a good writer, but that doesn’t have to stop you from writing decent ad headlines that CAN sell. One of the most effective types of headlines is the ‘How To’ headline. In the ‘How To’ headline you’re going to tell the potential customer how they can receive a certain benefit, solve a problem, or receive a benefit from your product. As an example, if you are selling a weight loss book, you may want your ad to say something like “5 ways to lose 10 LBS in 7 days”.
You have identified a problem and your ad gives an indication that you can show the potential customer how they can lose weight with your method. You have told them you can show them 5 different methods, told them they can lose 10 LBS and do it in 7 days, and do it easily, all in your headline. Compare that to an ad that just says, ‘Lose weight with our new book”. Which ad is more effective? If you are selling a debt reduction book, you can use a headline that says something like “These 5 simple steps can help make you debt free in 6 months or less!” Again you have identified a problem and offered the customer a way to get rid of their debts. A “How To” headline tells the person how ‘THEY” can solve a problem. When you write a headline that guarantees money or something else, you are telling them that “YOU” will see to it they receive $500 in 7 days.
You can use “How To” headlines to show how someone can receive a certain benefit, how they can achieve a certain result, how they can solve a certain problem. These are the type of headlines that work and can be written by almost anyone. It just takes a little time and effort to identify exactly what problem, benefit, or result your product can deliver for the potential customer. Once you have that figured out, just use the “How To” approach and you will find your ads will start drawing better responses.