The headline is the most important aspect of the sales letter.
Why, you ask?
Because … if the headline does not interest the reader, they won’t continue reading. The headline should grab the reader’s attention and induce them to continue reading. The headline must therefore be relevant to your prospect’s needs, desires, or wishes. It should also be distinctive enough to stand out.
All of this assumes that you are targeting the right audience. Your message must be relevant to your reader, or you won’t make sales.
Ask yourself, which headlines have caused you to keep reading a sales letter? Try and break down the methods used by the writer. What emotions were appealed to? What grammatical constructions (such as alliteration) were used?
In your swipe file, either on paper or electronically, you should keep a collection of headlines that work.
Entire books have been written on the subject of headlines, and for good reason.
Headlines are the hook by which you reel your fish in.
Some common techniques that are often effective: