Headlines that Work

One of the most important skills a copywriter can develop is headline writing. Here are some places you can use it:

• Envelope taglines for direct-mail pieces, to persuade people to open them and read your great sales letters
• Titles for Web pages
• Subject lines for e-mail offers and e-newsletter

Great headlines are positive, offer an immediate benefit to the customer, and ask for the sale. Unless you're specifically targeting a sophisticated, educated audience, stay away from literary allusions and clever wordplay -- your headline may get laughs without getting sales. Great headlines also use the present tense and concrete language whenever possible, and work well with the visual elements of the piece. No matter where your freelance writing career takes you, headline writing is a skill worth practicing and highlighting in your portfolio.