The main purpose of a headline is very simple. You want to grab the attention of your ideal prospect so they’ll read the next sentence in your advertising copy.

Easy to do. Right?

Well... not so fast.

It’s possible. That’s the good news. But you have to do your homework first. There are books written on how to write a great headline. If I said you'll find everything you need to know in this article my nose would grow like Pinocchio’s. But I can help you get started in the right direction.

A headline should have the full attention of your prospect in 5 seconds or less. If it doesn't the rest of your copy probably won’t get read.

Many copywriters think the headline is the MOST important part of the copy because it’s read 5-8 times more than your body copy (on average). In short, your headline must get the job done. This is where the homework comes in.

I’m assuming you’ve already done the homework for your product or service. You know it inside and out. You’ve listed all its many benefits in exhaustive detail.

Great!

Now you focus on researching your customer. Advertising legend Denny Hatch says it best, “To write a great ad you have to get inside your customer’s head.”

You have to become familiar with your customer’s interests, desires, and problems. You have to know your customer's mindset. How do you do this? Research tactics might include any or all of the following...

1) Talk to people in your target audience.

Talk to any friends who are similar to your ideal prospect.

Call potential prospects on the phone. Simply tell them you’re doing market research and ask for their input and advice about your product.

Make notes - - especially when you hear the same things mentioned over and over again by prospects.

2) Read what they read.

Newspapers and magazines.

Trade journals for the industry (etc).

3) Read other advertising literature directed at your prospect. Read any controls you can get your hands on for related product(s).

This includes collecting competitors' marketing promotions, direct mail or other advertising. Study them. Pay careful attention to promotions that are mailed over and over again. Those are sure winners. They'll give you insight into the emotional appeals and messages that are currently working.

4) Read what your prospect has written or spoken.

Read testimonials sent in by your prospects. (Maybe your sales letter headline could be geared towards the thing customers liked the best?)

5) Read any of your prospect’s complaint letters. What bugged them about the product? What didn’t they like about the company? Did they suggest how to make things better?

6) Research your prospect on the web.

Take notes. Write it all down.

Okay, now the fun part.

Write down who your ideal prospect actually is in 2-4 sentences. Be concise. Be specific. You'll be merging your product with this person.

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