Some people say only to use “Benefit Headlines”. Others swear by “Curiosity Headlines”.
Here’s Richard Dennis’ opinion. I’ll summarize bits, but you really should read the whole entry on Sowpub.com
Some of my headlines that have built businesses:
“Tomato Warning!”
“Dead Doctors Don’t Lie!”
“The Strangest Nutritional Secret!”
“I REALLY Expected To Be Dead By Now!”I’ve really tried. I’ve tested benefit-oriented heads. They didn’t pull as well as my “curiousity” heads.
I don’t know why. But I have a theory.
In researching press releases a few months ago, I came across a poll of media editors. The question was, what types of stories do they most want?
Their subjects:
1. human interest (stories that choke you up or make you smile)
2. personal relationships under pressure
3. bulletted tip lists
4. unique stuff: achievements or ideas, websites or products
5. stories with political or social impact
6. humor, wisdom, fun, tragedy
7. holiday/event stories
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