Writing the 8 WebCopy Headline Categories

My article this issue is an excerpt from a book I was reading

recently titled; The Copywriters Handbook by Robert Bly, a

secondary small niche I focus on a bit. It categorizes the

different types of headlines which are most common and in use


My immediate thought when I was reading this was to see which

one tested best and then go onto the the next one, working my

way through the list,… see what I mean,… testing each

headline to see which ones pulls best.

So below I have them for your use. For space issues of course, I

condensed them to a brief summary and an example. Enjoy.

1. Direct Headlines: state the selling proposition directly,

with no room for wondering.


“Pure Silk Blouses 30% Off”

2. Indirect Headlines: leaves a “roundabout” way to the message

and product or service.


“Ten Million to One. We can mix it”

3. News Headlines: gives a “newsy” type headline about the



“Introducing the new Citation II” – Chevrolet

4. How-to Headline: gives a how-to approach and implication to

the headline.


“How-To Turn A Simple Party Into A Royal Ball”

5. Question Headlines: pose a question to the readers/prospects

can empathize with.


“Have You Any Of These Decorating Problem?” – Bigelow Carpets

6. Command Headlines: tell your prospects or reader what to do.


“Try Burning This Coupon” – Harshaw Chemical Company

7. Reason Why Headlines: pose a “list fashion” in the headline.


“Seven reason whys you should join…”

“120 to 4,000 reasons why you should…”

they can also can be in a,…

“6 Ways to etc. …”

“7 Steps for etc. …”

8. Testimonial Headlines: One of the Best types of headlines to

have, is the testimonial, as this adds believability to the product/service in question.

To sum up,… the 8 categories of headlines in use today they

are: Direct, InDirect, How-to, News, Command, Question, Reason

Why, and The Testimonial.

In my own works; I’m finding, that some are easier to create

than others, but see how they go for you. See which one or two

pull best and of course stick with those.

Source by Burke Ferguson

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