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!
Marketing research shows that 80% of an ad’s or sales letter’s success comes from the headline and lead.
Every marketer worth their name can tell you how important the headline is. But far too many of those same marketers ignore the critical importance of the lead.
In Great Leads: The Six Easiest Ways to Start Any Sales Message, marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. But this is not a simple “How To” book on leads. Great Leads goes far deeper. Michael and John examine crucial aspects o writing powerful, successful leads and show how this process starts long before one word is put on paper.
Great Leads was originally conceived as a book about sales letter leads. But in the planning stages, it quickly morphed into a far broader, far more useful examination of how to write effective leads for any type of direct response ad.
But just as important, the book reveals three strategies few copywriters know or understand that you can start using immediately to:
* Become a more effective copywriter
* Write faster with improved results
* Be more in demand
* Earn more money
This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.
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.
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.