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.
Examples:
"Pure Silk Blouses 30% Off"

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

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

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

5. Question Headlines: pose a question to the readers/prospectscan empathize with.
Examples:
"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 http://www.the-ace-ezine.com or http://www.altacanweb.com

MORE RESOURCES:

Filmmaker Michael Moore writing at the DailyBeast.com: - Wall Street Journal

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/0-0fd=Rurl=http://online.wsj.com/article/SB122835318053877953.htmlcid=1277319189ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNHTeHtgIYUiUOpRlkFyLCYiVRjDmwFilmmaker Michael Moore bwriting/b at the DailyBeast.com:/abrfont size=-1font color=#6f6f6fWall Street Journalnbsp;-/font nobr2 hours ago/nobr/fontbrfont size=-1I drive an American car. It#39;s a Chrysler. That#39;s not an endorsement. It#39;s more like a cry for pity. And now for a decades-old story, retold ad infinitum by b.../b/font/div/font/td/tr/table

Nevada doctor banned from writing prescriptions - San Jose Mercury News

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/1-0fd=Rurl=http://www.mercurynews.com/news/ci_11128420cid=1277216075ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNHjkoPH10Iidabvxr-uQytKXCgxYgNevada doctor banned from bwriting/b prescriptions/abrfont size=-1font color=#6f6f6fSan Jose Mercury News,nbsp; USAnbsp;-/font nobr10 hours ago/nobr/fontbrfont size=-1AP LAS VEGAS—The Nevada State Medical Examiners Board has stripped a Las Vegas psychiatrist of his license to write prescriptions, citing the suicide of b.../b/font/div/font/td/tr/table

Writing a Prescription for Safety: B. Braun CAPS(R) Announces New ... - MarketWatch

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/2-0fd=Rurl=http://www.marketwatch.com/news/story/Writing-a-Prescription-Safety-B/story.aspx%3Fguid%3D%257B806ED767-683F-420C-A6DB-D50AF5D1DB1B%257Dcid=1277186692ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNGM-mo9nERxuOTdZopGZeTWcY7awAbWriting/b a Prescription for Safety: B. Braun CAPS(R) Announces New b.../b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobr14 hours ago/nobr/fontbrfont size=-1Central Admixture Pharmacy Services Inc. (CAPS(R)), a B. Braun Medical Inc. (B. Braun) Company, announced today that it will introduce a number of advances b.../b/font/div/font/td/tr/table

Vedera continues writing and touring before its album, ‘Stages ... - Kansas City Star

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/3-0fd=Rurl=http://www.kansascity.com/entertainment/story/918767.htmlcid=1277343333ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNF1WLKbFEP3AtKW43d__UHmabUO0AVedera continues bwriting/b and touring before its album, ‘Stages b.../b/abrfont size=-1font color=#6f6f6fKansas City Star,nbsp;MOnbsp;-/font nobr54 minutes ago/nobr/fontbrfont size=-1“Working with other songwriters showed us new ways to think about bwriting/b melodies,” she said. “It’s easy to get stuck in two or three ways of bwriting/b and b.../b/font/div/font/td/tr/table

nSight Offers Complimentary Technical Documentation Review to Show ... - MarketWatch

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/4-0fd=Rurl=http://www.marketwatch.com/news/story/nSight-Offers-Complimentary-Technical-Documentation/story.aspx%3Fguid%3D%257B53A21DE0-056A-4D52-B9A6-75F7209A87BF%257Dcid=1277199421ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNFS_Y6rOArHyTU0ko2Rt7wvsIJOUAnSight Offers Complimentary Technical Documentation Review to Show b.../b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobr13 hours ago/nobr/fontbrfont size=-1Nicole Cerimeli, vice president of nSight#39;s Technical Communications Services group, explained, quot;A structured bwriting/b approach to technical documentation b.../b/font/div/font/td/tr/table

North Korea Nuclear Verification Must Be in Writing, Japan Says - Bloomberg

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://news.google.com/news/url?sa=Tct=us/5i-0fd=Rurl=http://www.voanews.com/english/2008-12-03-voa11.cfmcid=1276562146ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNGkFKv2a0iAG8LbBzV9NYspY3hkaAimg src=http://news.google.com/news?imgefp=yeY7tOGOb5sJimgurl=www.voanews.com/english/images/AP-US-Assistant-Secretary-of-State-Christopher-Hill-in-Tokyoeng-190-3dec08.jpg width=80 height=80 alt= border=1brfont size=-2Voice of America/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/5-0fd=Rurl=http://www.bloomberg.com/apps/news%3Fpid%3D20601101%26sid%3DaoVXlPrGMbJM%26refer%3Djapancid=1276562146ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNE5v-mcCXqP-IcYLWJ5rmn_7rBeKgNorth Korea Nuclear Verification Must Be in bWriting/b, Japan Says/abrfont size=-1font color=#6f6f6fBloombergnbsp;-/font nobrDec 2, 2008/nobr/fontbrfont size=-1``Whether it be about sampling, the type of facilities, or programs, we agreed the verification process needs to be put in bwriting/b and agreed upon by the b.../b/fontbrfont size=-1a href=http://news.google.com/news/url?sa=Tct=us/5-1fd=Rurl=http://www.voanews.com/english/2008-12-02-voa39.cfmcid=1276562146ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNEfAeb9Hp7ZIDL8u-C9sw1_L0IQAwUS, Japan: North Korea Must Commit to Nuke Verification in bWriting/b/a font size=-1 color=#6f6f6fnobrVoice of America/nobr/font/fontbrfont size=-1a href=http://news.google.com/news/url?sa=Tct=us/5-2fd=Rurl=http://www.google.com/hostednews/ap/article/ALeqM5g6bEeGoPxwPaVE5cl67rsVW7wASQD94QIR280cid=1276562146ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNF1kL-71NAAu-_fuWuMrwuyD-4EkAUS wants NKorean nuke verification deal in bwriting/b/a font size=-1 color=#6f6f6fnobrThe Associated Press/nobr/font/fontbrfont size=-1a href=http://news.google.com/news/url?sa=Tct=us/5-3fd=Rurl=http://search.japantimes.co.jp/cgi-bin/nn20081204a2.htmlcid=1276562146ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNGKVyE1M5-E6ZoiCxkLj9myh5TATgNorth nuke verification must be in bwriting/b: Saiki/a font size=-1 color=#6f6f6fnobrThe Japan Times/nobr/font/fontbrfont size=-1 class=pa href=http://news.google.com/news/url?sa=Tct=us/5-4fd=Rurl=http://www.usnews.com/blogs/sam-dealey/2008/12/02/fixing-the-north-korea-nuclear-error.htmlcid=1276562146ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNFxN32Ar9s9r7HvT6xssUO45fZwQQnobrU.S. News World Report/nobr/anbsp;- a href=http://news.google.com/news/url?sa=Tct=us/5-5fd=Rurl=http://www.state.gov/p/eap/rls/rm/2008/12/112560.htmcid=1276562146ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNGJ3H3b930cQERwz9TFVkMBYy_a3gnobrUS Department of State/nobr/a/fontbr/font class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1276562146hl=ennobrall 398 news articles/nobr/a/font/div/font/td/tr/table

Student, 12, to present writing success at Voyager - Livingston Daily

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/6-0fd=Rurl=http://www.livingstondaily.com/article/20081203/NEWS01/81203005cid=1277207290ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNGZUpEstvlaB0iggoIBcJi3VZ4ltAStudent, 12, to present bwriting/b success at Voyager/abrfont size=-1font color=#6f6f6fLivingston Daily,nbsp;MInbsp;-/font nobr12 hours ago/nobr/fontbrfont size=-1He also motivates through his bwriting/b, authoring four chapter books, each more than 100 pages in length and wrapped in a moral. He encourages kids to “be b.../b/font/div/font/td/tr/table

Spitzer now writing for Slate - 7Online.com

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://news.google.com/news/url?sa=Tct=us/7i-0fd=Rurl=http://www.reuters.com/article/newsOne/idUSTRE4B28CI20081203cid=1277293255ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNHo7icteDYALkB1ITGYcKoCo3H9zwimg src=http://news.google.com/news?imgefp=a6Ke7e_u13IJimgurl=www.reuters.com/resources/r/%3Fm%3D02%26d%3D20081203%26t%3D2%26i%3D7069487%26w%3D192%26r%3D2008-12-03T232415Z_01_BTRE4B21T1V00_RTROPTP_0_NEWYORK-SPITZER width=80 height=57 alt= border=1brfont size=-2Reuters/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/7-0fd=Rurl=http://abclocal.go.com/wabc/story%3Fsection%3Dnews/local%26id%3D6537543cid=1277293255ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNFSlN_ZVwUUvub9pPkRtCcgVONRCASpitzer now bwriting/b for Slate/abrfont size=-1font color=#6f6f6f7Online.com,nbsp;NYnbsp;-/font nobr3 hours ago/nobr/fontbrfont size=-1NEW YORK (WABC) -- Former Gov. Eliot Spitzer is back in the media, this time as a member of the Fourth Estate. The online magazine Slate on Wednesday b.../b/fontbrfont size=-1a href=http://news.google.com/news/url?sa=Tct=us/7-1fd=Rurl=http://www.ny1.com/content/news_beats/politics/90018/spitzer-turns-into-media-pundit/Default.aspxcid=1277293255ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNFnBWJ5xVF7oO0Psk67751ZRl3OKASpitzer Turns Into Media Pundit/a font size=-1 color=#6f6f6fnobrNY1/nobr/font/fontbrfont size=-1a href=http://news.google.com/news/url?sa=Tct=us/7-2fd=Rurl=http://www.observer.com/mobile/article/79745cid=1277293255ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNGXeD_FFUcg9uwXyN5AZEQHP7Zj_wMeet Slate#39;s New Columnist: Eliot Spitzer/a font size=-1 color=#6f6f6fnobrNew York Observer/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1277293255hl=ennobrall 19 news articles/nobr/a/font/div/font/td/tr/table

Spitzer New Gig: Writing for Slate - Gothamist

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://news.google.com/news/url?sa=Tct=us/8i-0fd=Rurl=http://gothamist.com/2008/12/03/spitzer_new_gig_writing_for_slate.phpcid=1277306729ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNG2gCQnJoCOqh_DG-PnK6QdgN11pAimg src=http://news.google.com/news?imgefp=YeYfwXZOm6YJimgurl=gothamist.com/attachments/nyc_arts_john/110608spitz.jpg width=80 height=64 alt= border=1brfont size=-2Gothamist/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/8-0fd=Rurl=http://gothamist.com/2008/12/03/spitzer_new_gig_writing_for_slate.phpcid=1277306729ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNG2gCQnJoCOqh_DG-PnK6QdgN11pASpitzer New Gig: bWriting/b for Slate/abrfont size=-1font color=#6f6f6fGothamist,nbsp;NYnbsp;-/font nobr51 minutes ago/nobr/fontbrfont size=-1Get ready for the Steamroller online: The Observer reports that Eliot Spitzer will start bwriting/b a column for Slate.com. Called, quot;The Best Policy,quot; Slate b.../b/fontbrfont size=-1a href=http://news.google.com/news/url?sa=Tct=us/8-1fd=Rurl=http://www.alleyinsider.com/2008/12/a-very-warm-welcome-to-my-new-slate-colleaguecid=1277306729ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNGrVYYi27X-CrbEpKxMff7l9gN0ZgA Very Warm Welcome To My New Slate Colleague/a font size=-1 color=#6f6f6fnobrSilicon Alley Insider/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1277306729hl=ennobrall 4 news articles/nobr/a/font/div/font/td/tr/table

Writing test scores get better - Macon Telegraph

table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://news.google.com/news/url?sa=Tct=us/9-0fd=Rurl=http://www.macon.com/198/story/544395.htmlcid=1277028073ei=vmY3Sef5GYHI9ATY_eXuAQusg=AFQjCNEc8BUg6Sfn7LSHmY34G-GrUYbT0AbWriting/b test scores get better/abrfont size=-1font color=#6f6f6fMacon Telegraph,nbsp;GAnbsp;-/font nobrDec 2, 2008/nobr/fontbrfont size=-1By Julie Hubbard - jhubbard@macon.com Middle Georgia high school students are bwriting/b a lot more in class, and test scores show that it’s paying off. b.../b/font/div/font/td/tr/table

Writing - Google News

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