In this article we take a deeper look at words that sell, dissect two of the most popular headlines of all time written by legend copywriters, discuss why they were popular and how you can tweak them and profit in your copywriting and advertising material.

1. “They Laughed When I Sat Down At The Piano But When I Started To Play”

Everyone loves an underdog. Everyone is also very curious. This headline marketing piano lessons appealed to both of these human conditions. Not only that, the use of a story-telling is a also very powerful hypnotic copywriting device that master copywriters use regularly.

2. “How to Win Friends and Influence People”

A golden oldie that became the title for the most popular book of all time apart from The Bible …

Focused on the very common appeal of being popular. The words “how to” promised an outcome or a solution to their basic need of “being popular”. Easy.

“How to” headlines are still very popular even in the 2000’s. The key is to combine “how to” with a strong benefit written as a Unique Selling Proposition” and a time frame.

Here are some more examples of “how to” headlines at work …

“How to Earn an MBA In 12 Months or Less”
(flags down the audience – people who want an MBA. Talks USP – 12 months is a very short time frame).

How to Become a Black Belt In Karate in 12 Months or Less
(same again).

“How to End A $100,000 Home Mortgage in 4.7 Years Using $45 a Week”
(appeals to home owner’s desire to be mortgage-free. Featuring the time frame and amount of money in the headline communicates the company’s USP.

How can you profit from a “how to” headline?

Start playing around with some headlines and see what you can come up with. When you do that make sure you use a selection of the following power words …

You
Your
Free
Bargain
Save
Money
Discovery
Breakthrough
Amazing
Why
People
Now
New

And if you’d like some help writing powerful headlines, talk to us. We have written thousands of winners over the years.

Kristina Mills - Words that Sell
Freelance Copywriter, Copywriter Mentor