The USP is this alternative type of scrubber operates at half the cost of the widely used venture scrubbers. The half-page, two-color ad was the No. 1 inquiry producer in four consecutive issues of Chemical Engineering magazine.
Tip: When you are stuck coming up with a headline, write the words "how to" and then just fill in what your product does. Example: An ad I wrote for filters used in pharmaceutical manufacturing had the simple headline "How to Keep Your Products Pure."
Any time you can put a number in the headline, consider doing so. Reason: Numbers get attention. Numbers in copy should be numerals, and not written out as words.
When writing an ad for software that monitors network performance, I asked the client what the major problems were that the monitor detected. He came up with five, and I used this fact to good advantage in my headline: "How Can You Stop the 5 Biggest Problems That Wreck Productivity and Performance in Your Mainframe TCP/IP Network?"
Question headlines work only when you ask a question to which the reader wants the answer. Ted Nicholas had enormous success selling a do-it-yourself incorporation kit with this headline: "What Will You Do When Your Personal Assets Are Seized to Satisfy a Judgment Against Your Corporation?"
4. Reasons Why
Like how-to, reasons-why is a great starter when you are struggling with the headline. First, put a number in front of the phrase. After the phrase, introduce either a benefit or identify the audience.
5. Now You Can
Another phrase I like in headlines and copy is, "Now you can," for two reasons. First, "now" adds a sense of immediacy, and second, "you" is recognized as one of the most persuasive words.
An old ad for a math software product had the headline, "Now You Can Calculate on Your PC With the Same Freedom You Have on Paper."
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.