Headline Autopsy Ahead
We could write the best ezines, blogs, and site
content on the face of the earth. It can entertain and inform the heck
out of people. But no one will read this stuff unless we do our job
with the ezine promotion and headline.
How often have you read or heard that rubbish "the money is in the
I know plenty of people who have ezine lists of 2,000 to 3,000 names
and still their sales results are dismal. After further investigation,
they discover open mail rates of 40-60% or unsubscribe rates of 10%
after three ezine issues.
What's up with that?
Just not feeling resourceful today?
Look. . .
There are days when I'm lucky to string together two coherent
sentences. What do you do?
Well here's one solution!
Cancel your ezine. . .
Hang it up mentally.
It's time to re-wire your
It's time to start writing for fun.
So listen up.
The money is
not in the list.
The money is in what
you do with your
Don't get mad at me. . .
Your messenger and please put that gun away.
If we write to entertain, educate, or inform. . .
Then how do we get
people to read our stuff?
It's in the headline silly!
Let's explore ezine promotion by writing some headlines that
pull your reader in. . . but don't forget
we have to deliver when he or she arrives.
I've had many instances
where I worked my behind off getting people in and then we kind of sit
there and stare at each other in the ezine parlor. There's an
uncomfortable silence in the room and I'm the one that created it.
So keep in the back of your mind that the headline
is part one of the
two part formula.
Part two is to deliver.
Do you know the value of a good headline?
Newspaper people do.
Movie Producers do.
pronounce you a smart writer 'cause you now do too!)
We could write the best ezines, blogs, and site content on the face of
the earth. It can entertain and inform the heck out of people. But no
one will read this stuff unless we do our job with the headline.
Look at that word headline. Head (in front of or first or #1 honcho or
the big cheese) and Line (as in you don't get much room to pontificate
with pithy stuff).
So here's my challenge. . .
If words can create or destroy, build up or tear down, inspire or
discourage, heal or hurt...
Then I have a powerful responsibility when
I choose to write.
are a few examples:
- Ten steps to Financial Freedom (yawn) or "How
to get out of debt in 1
year or less. . . and have fun doing it".
- How To Loose Weight with my diet pills (yawn)
or "Breaking News! Diets
don't Work. . . This does!"
- New Rubber Formulated Tires That Last Longer
(wake me up when it's
over) or "You're Kidding! Tires That Never Go Flat?"
- Our Burglar Alarm System is the best and
cheapest (oh Lord. . . you can
do better than that) or "Remember When You Could Leave Your Doors