These powerful headline techniques, developed by Michael Masterson, and expounded by Robert Bly in The Copywriter’s Handbook, can dramatically increase readership and response rates, and they can be implemented in a matter of minutes.
Bly calls the technique, “The 4 U’s Formula.”
#1: Urgent. Does the headline stimulate urgency in the reader, make them want to act NOW? Rate it on a scale of 1-4, one being the least urgent, four being very urgent.
#2: Unique. According to Bly, “The powerful headline…says something new…or says something [old]…in a new and fresh way.” Rate your headline 1-4.
#3: Ultra-specific. Does the headline narrow down the topic of the copy in a way that provokes the reader to want to read more? Rate it 1-4.
#4: Useful. Does the headline convey a benefit to the reader? Nothing motivates a person more than their own self-interest. Rate the headline.
Does your headline fall short of a 16 pointer? Don’t despair. Bly says to aim for at least 3 ratings of a 3 or 4 for the successful headline.
Have you begun your journey yet? The Copywriter’s Handbook is available at Amazon in print for under $20.00 or on Kindle for under $10.00. The book is “a step-by step guide to writing copy that sells.”