For Headlines ........

Never start writing until you determine your USP.

Spend 60-80% of your initial effort on the Headline.

Include the 'greatest benefit to your prospect' in the headline.

Target the headline towards your best prospects e.g. mention accountants, or mothers, or gardeners.

Use the powerful 'trigger words' that are successfully used by the best copywriters.

Longer headlines pull better than short ones.

Don't be clever by using 'blind' headlines that require your prospect to read the Body Copy for a translation. They won't.

Don't use negative language e.g. "Our software needs no special training" may be read by a 'scanner' as "Our software needs special training".

NEVER USE ALL CAPITAL LETTERS IN YOUR HEADLINE. They are more difficult to read and even worse to 'scan'.

Begin Each Word With A Capital Letter.

Use "Quotation Marks" in headlines.

Don't use full stops (periods) in headlines.

For Sales Copy ......

Serif font like Times Roman with curly bits, is easier to read in print media. Sans Serif like Verdana font without the curly bits, is better for the web.

Use a subhead of two or three lines between the Headline and the first paragraph to raise the curiosity of the reader.

Write as if you were describing your product to a friend, in language he or she would understand. (But restrict any four-letter words to 'Free' and 'Save'.)

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