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After last week’s Monday Minute I had a call from subscriber Gary Seymour “doesn’t pushing the headline hard shout out ‘this is a sales promotion’ and do I need a headline every time?”
The advantage of a headline is that you can get your principal benefit across to your reader in five seconds or less. This hopefully will give them a great reason to read on.
I have seen some great sales letters that haven’t relied on a headline. They have got round this by either:
A Having a super powerful lead in that takes the place of the headline.
B Making your approach (direct mail or email) look like a personal one-to-one letter.
However, it takes great skill to do this and still make enough sales to make it pay.
Not surprisingly I advised him to give it a try and TEST, TEST, TEST.