1. Size matters.
The purpose of a headline or subhead is to seize the reader's attention. Larger and bolder heads generally seize attention better than smaller, lighter ones.
2. Dazzle 'em with color.
The judicious use of color can add big impact to your headlines and other attention-getting copy. Entire libraries of books have been written on color psychology. In a nutshell, most say that cold colors - blues and pastels, for example - tend to relax us. Hotter colors - highly saturated oranges, reds, and earth tones - warm us up.
3. Look him in the eye.
Since we were kids, we've been taught to look at people who are talking to us. And we've been taught that people who do not look us in the eye are not to be trusted. Including a photo of a person talking to your reader - and putting the headline in that person's voice - is a powerful way to seize a prospect's attention.
4. Less is more.
Too many graphic devices will only serve to confuse the eye. When everything is emphasized, nothing stands out. Create a focal point - the main headline - and drive the reader's eye to it.
- Clayton Makepeace
[ Clayton Makepeace offers help in reaping maximum profits through the Internet, direct mail, and print advertising every week in his e-zine The Total Package. Learn his surprising secrets that have doubled and quadrupled his clients' profits in his Quick-start copywriting system.]
How to turn marketing into a step-by-step game that you can win by learning the rules and implementing commonsense actions.
