In this step, we’ll write the headline that will appear at the top of your long form sales letter.

The headline is the first thing that will be read and is, therefore, the most critical piece of copy on the page.

That said, don’t let this section stall you.  You can always change it later.

We will start with a “How-To” headline because they are simple to write and very effective.

The How-To headline will apply to 99% of the offers you are promoting.  That said, it is possible that your offer will require a different kind of headline.  If so, read this article on the Digital Marketer blog to get some other headline ideas.

Don’t start with a clever headline.  Start with clear, simple and direct language that communicates the benefit to reading the Landing Page copy.

Later, after you establish data on your “control”, you can get clever if you want.

I’ve provided a set of How-To Headline formulas you can swipe to use verbatim or to provide inspiration.

  • How to Get [desired result] in [time period]
  • How to [desired result] Like [world class example]
  • How to turn [blank] into [desired result]
  • How To [desired result] When You’re Not [blank]
  • How To Make People Line Up And Beg To [blank]
  • How to fast-track [desirable result]
  • How To Become [desired result] When You [something challenging]
  • How To Build a [blank] You Can Be Proud Of

Remember, don’t get stalled here.  Pick one of these formulas within a few minutes and move on.  You can improve it later.

To complete this step, you’ll need to have a How-To headline at the top of your page.

Here’s my first draft “how to” headline for our fictitious diet product…

Write a Sub-Headline

In this step, we’ll write the sub-headline.

This headline appears in smaller type underneath the headline.

Understand that you’ve made a claim or promise in your headline.

DO NOT make a new claim in your sub-headline.  Simply support the claim you made in your headline with the language in the sub-headline.

If you’re having trouble writing your your sub-headline, try filling in the blanks in the following sentence,

  • Discover how quickly you can [desired result]
  • Learn how easily you can [desired result]
  • You too can have [desired result] in [desirable time period]
  • How [impressive number] Got [desired result] in [time period]
  • A Simple Way To [desired result] Even If You [something challenging]
  • What Everybody Ought to Know About [blank]
  • Little Known Ways to [desired result]
  • Learn to [desired result] without Losing [something desirable]

If none of these look applicable to your business or offer, visit this article from the Digital Marketer blog and swipe one of these other headline variations.