Writing powerful headlines and leads is a critical skill for any copywriter. It has been estimated that 80% of readers will never read any further than the headline, because the headline was not compelling enough. And if by chance they do read the lead after the headline, there’s a high probability that they won’t go any further. All your marketing efforts have just been for naught.

As the saying goes, you can lead a horse to water, but you can’t make him drink. However, you can certainly make a horse thirsty, and the drinking will naturally follow. It’s the same thing with making your content irresistible – it all starts with an appealing headline that draws the reader into the lead, then a intriguing lead that draws the reader further into the copy.

Before any message can be conveyed, or any sale can be made, the copy must be read. And it all starts with that compelling, irresistible headline and lead.

The books listed below have been carefully selected to help copywriters strengthen their skills in producing quality headlines and leads.

Grab-Em Attention-Getting Headlines and Leads!

ACTION HEADLINES That Drive Emotions - Volume 4: The 4th Volume of 4,999 Unique Powerful Keyword Phrases That Paint Dreams, Sell Ideas, And Market Your Message
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Description: Volume 4: Action Headlines have become the single most powerful marketing tool mankind has ever created. They are the lifeblood behind every idea or business venture. No matter whether you are introducing or promoting a brand new product, teaching a “How To” skill, building a website, or simply sending an email, creating action headlines are crucial. Headlines trigger emotional psychological buttons that produce specific responses. An effective headline is a true artform that turn “wants” into instant gratification “needs.” Once triggered, niche markets can instantly provide anything faster, cheaper, and more technologically advanced. In today’s world every word you use has measurable impact. Applying this incredible companion of 4,999 Keyword Phrases in Unique Action Headlines is truly one of the easiest ways to instantly advance your own effective marketing skills. Whether starting or running a small business, writing a book, teaching a lesson, or creating a book report, your use of Action Headlines can produce amazing results & rewards that can quickly turn you into a Marketing Genius.
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Great Headlines Instantly 2.1: How To Write Attention-Grabbing Headlines That Pull In More Prospects... More Customers... and More Profits - NOW
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Description: Headlines are the most important part of every ad, web page, blog, newspaper ad, sales letter, brochure and more. Without a compelling headline, the rest of your message doesn’t stand a chance because the people you’re trying to reach will either miss your message, or abandon it at once. This book teaches you how to write compelling headlines for every possible use. New chapters added provide insights and ideas for headlines on web pages, press releases, and information products of all kinds. Here’s what bestselling author Joe Vitale said about Great Headlines Instantly: “Read it. Loved it. Don’t think I’ve ever seen a more in-depth analysis of headlines before in my life. I’m impressed.” Copywriter Steve King of Devon, UK said: “It is without a doubt the best material ever written on headlines. The legendary John Caples started it – and you have updated, added, improved, and finished it! It is so comprehensive, covering every possible angle. You learn every technique there is to know and exactly how to do it. It works fantastically well. No one else comes close.” But you don’t have to be a writer to benefit from this book. If you have the need to communicate any message of importance via any means available, a strong headline is vital and this course gives you more than you’ll need.
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Great Leads: The Six Easiest Ways to Start Any Sales Message
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Headline Writing
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This book treats headline writing as a craft that can be learned, a skill that can be honed and perfected. It examines in detail the basic elements of a headline and explains the best way to assemble them in order to write an arresting one. Sunil Saxena carefully examines the different kinds of headlines and the advantages and disadvantages of each style of writing. The book instructs the reader in the functions of a headline; the ways to write a headline; the different kinds of headlines;and the do’s and don’ts of headline writing. The author also focuses on writing headlines for the Internet, a skill that is essential in the age of new media and technology. All these have been taken from the Indian media.

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Heads You Win!: An Easy Guide to Better Headline and Caption Writing
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A step-by-step guide to writing better headlines and captions.

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The Copy Editing And Headline Handbook
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Everyone in the newsroom agrees that copy editors are the unsung heroes in the business who, until now, have never had a succinct and authoritative guide for on-the-job use. From counting the headline to line breaks, from decks to jumps, from editing numbers and photo captions to editing for organization, The Copy Editing and Headline Handbook is the complete source of essential information for the copy editor. Whether copy editing on a computer or on the printed page, for a newspaper or for a magazine, Barbara Ellis shows how to clean, organize, and proof copy like a pro. With special sections on libel, captions, forbidden words, job hazards, and head counts, as well as a section of the most commonly used symbols in copy editing and proofreading, the Handbook is essential for every copy editor’s bookshelf.

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Writing for Social Scientists: How to Start and Finish Your Thesis, Book, or Article: Second Edition (Chicago Guides to Writing, Editing, and Publishing)
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Students and researchers all write under pressure, and those pressures—most lamentably, the desire to impress your audience rather than to communicate with them—often lead to pretentious prose, academic posturing, and, not infrequently, writer’s block.

Sociologist Howard S. Becker has written the classic book on how to conquer these pressures and simply write. First published nearly twenty years ago, Writing for Social Scientists has become a lifesaver for writers in all fields, from beginning students to published authors. Becker’s message is clear: in order to learn how to write, take a deep breath and then begin writing. Revise. Repeat.

It is not always an easy process, as Becker wryly relates. Decades of teaching, researching, and writing have given him plenty of material, and Becker neatly exposes the foibles of academia and its “publish or perish” atmosphere. Wordiness, the passive voice, inserting a “the way in which” when a simple “how” will do—all these mechanisms are a part of the social structure of academic writing. By shrugging off such impediments—or at the very least, putting them aside for a few hours—we can reform our work habits and start writing lucidly without worrying about grades, peer approval, or the “literature.”

In this new edition, Becker takes account of major changes in the computer tools available to writers today, and also substantially expands his analysis of how academic institutions create problems for them. As competition in academia grows increasingly heated, Writing for Social Scientists will provide solace to a new generation of frazzled, would-be writers.

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