When in doubt, start out with your best and most powerful headline and subheads!
In order to make the sale, at some time you have to get the reader’s attention with your headline. Now if you never get your prospect’s attention, what good is the rest of the ad going to be? (Not much.)
So if you ever have any doubt as to what headline to go with, just think of never getting your prospect’s attention and losing money because of it. That should clear your head up pretty quick.
So now, if your life depended on it, what headline would you run?
(I’ve heard a famous copywriter once say this is how he decided on the right headline for his sales letters. He imagined a gangster standing behind him as he’s at his computer. This mean old greasy guy is his client and to make sure he does a good job with his sales piece, the gangster has got a gun to his head. If the sales letter doesn’t make money, the copywriter gets a big fat hole in the back of his head.)
Now that’s some pressure! But you see, if you put this kind of pressure on yourself with some extra time, YOUR sales letter (especially the headline) would be a lot better. (Maybe we all need to think a gangster with a gun is behind us as we develop our advertising.)
You can make a better headline by TELEGRAPHING your main and most exciting benefit! Then back it up and add even more selling phrases in your subheads.
Subheads can be just as important as headlines. They should all flow together.
Here are two examples from my old tax business: