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Copywriting – How To Write A Headline – Part 3
In my last article, “How to Write a Headline – Part 2,” I explained the “Who, What, Why” formula for writing a headline. In this article, I show you how I used this formula to come up with a headline for a weight loss newsletter.
As I explained in my previous article, the first thing I do when writing a headline is to identify the customer. This is the “who” part of the “What, What, Why” formula. In the case of a weight loss newsletter, the “who” part might be: People who want to lose weight.
Now, I would advise dividing “people who want to lose weight” even further into specific groups, such as “stay-at-home moms who want to lose weight”, “busy managers who want to lose weight”, etc., and craft your title accordingly. The more precisely your headline is targeted at your audience, the more likely it will grab their attention.
The next step in the formula is the “what” – which means the product. What exactly are you selling? Are you selling a weight loss book? A membership to a pilates class? A nutritional supplement? Once you identify the product, you need to decide which product features you want to highlight and how these features will benefit your customer.
Identifying features and benefits is quite a long topic, and I’ll probably dedicate a whole article to it, but to keep things simple, just remember that people generally buy things for two reasons: Either to get PLEASURE or to avoid PAIN.
When it comes to weight loss, the “pain” can be anything from low energy, to risk of disease, to feeling unattractive. The “pleasure” part can be anything from being able to fit into your favorite outfit, to getting more attention from the opposite sex, to feeling healthier and more confident. These are your motivators. It’s your job to identify your product features and show the customer how those features will bring them pleasure or help them avoid pain.
The last part of the formula is the “why,” which means your purpose. What do you want the customer to do? Do you want them to visit the site for your weight loss e-book? Want them to order a bottle of your African herbal dietary supplement? Being a copywriter, most of my clients’ goals will either be to make the sale on the spot, or to get the client prepared for the sale and get them to take further action (visit a website, ask for more information, etc.)
So let’s put it all together. If I’m building a headline for a weight loss newsletter, my “Who, What, Why” formula might look like this:
Who: “Stay-at-home moms, 25-40s, who want to lose weight”
What: “A set of hypnotic weight loss discs”
Why: “Sell prospects to the sales page at [http://www.weightlosscdformom.com]”
So my title might look like this:
“In Less Time Than It Takes To Make Dinner For The Kids, This Little-Known Technology Can Give You The Fat-Burning Powers Of A 19-Year-Old”
This title includes all three elements of the “Who, What, Why” formula. It targets stay-at-home moms aged 25-40 with the benefit contained in the phrase, “In less time than it takes to prepare dinner for the children”, and promising to give them the “fat-burning powers of 19 years”. -year-old”. It also arouses curiosity with the phrase “little-known technology”, which makes them want to know more and draws them into the body copy, thus leading them to the “close” – visiting the sales page on
the website. This fulfills the “Why” objective.
This, in a nutshell, is how I construct headlines using the “Who, What, Why” formula. Play around with it and you’ll be creating your own killer titles… in less time than it takes to make dinner for the kids!
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