YOUR HEADLINE

The clock is ticking

You have 5 seconds to grab your reader by the eyeballs.

Headlines are the make-or-break factor in direct response marketing. Studies show that 80 percent of readers will consume your headline and nothing else. So—

Use proven power words

  • Free... Cheap... Save...
  • Now... Easy... Quick...
  • Learn... Opportunity...
  • Proven... Guaranteed...
Caution: Not all these terms will deliver the same power in email marketing. For instance, spam words like 'free', 'quick,' and 'opportunity' should rarely appear in an email subject line.

Clarify your promise

Your headline should promise distinct benefits that address real customer needs: Win. Find happiness. Save money. Reduce business costs. Become a leader.

In other words, your headline should offer a clear reward, luring readers to go on and consume the whole package.

Optimize length

Minimum: 3-5 words. Max: 25-30 words.
Contrary to the normal rules of copywriting, longer headlines actually generate higher response rates.

Hide Nothing

To reach all those prospects who won't read beyond your headline, feature your biggest selling point up top. Fire your biggest gun first.

Stuck for headline ideas? Try these...


  • A surprising fact
  • A short personal story
  • A testimonial from a respected peer
  • A grabby quote. E.g., "Even if you're very, very good at being a dinosaur, you're still extinct."

A thought-provoking question—


  • Are you still…
  • Tired of the same old…
  • Do you find yourself lying awake thinking about…
  • Why is your company spending more…
  • How many times have people told you…
  • Who couldn't use an extra…
  • What's the best investment you could possibly make…

A bold statement—


  • In the 5 seconds it took you to open this envelope…
  • Every once in a while you come across…
  • For under $25 you can…
  • Forget everything you've heard…
  • The facts are in…
  • In just 30 days you could…
  • This one letter may reshape the future of your business…

A challenge that's too good to pass up—


  • Do something extraordinary…
  • Match yourself against…
  • Discover…
  • Explore…
  • Experience…
  • Capture…

Finally, build a library of surefire headlines


Whenever I get an outstanding direct mail piece I toss it into a box labeled DM Kickstarters. If you get as much junk mail as I do (which you should encourage, by signing up for every free offer that comes your way), you'll soon have a headline-generating resource that never leaves you dry.

You can also find inspiration in any trade journal or back issue of Advertising Age.

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