A question I get asked a lot by many of my copywriting students is “What’s the most important part of copywriting?” I have to admit, that’s not an easy question to answer. There are so many important parts to copywriting. And quite honestly, my answer can change depending on many factors, not the least of which are changes in the environment around me. Today, however, I have a definitive answer and I am going to share it with you.

Okay, so what’s the most important part of copywriting? I’d have to say that as of this writing, it would be the headline. The standard response to why would be simple. The headline accounts for 80% of your sales. The reason for that is because if your headline doesn’t do the job the prospect isn’t going to bother reading the rest of the copy. But today’s reason goes beyond the standard response. Let me explain.

We now live in a world where people are terribly pressed for time. Everything we do, it seems, is on the go. Why do you think fast food is so popular? Why do you think we have microwaves and meals that can be prepared in them? Sometimes even the seven minutes it takes to make a Swanson meal is too long for most people. Time is something that we just don’t have enough of.

So who has the time to read a 40 page sales letter? I certainly don’t. I read the headline and if it doesn’t catch my eye immediately, I’m gone. I mean, think about it. If the headline is dull and boring, what chance does the rest of the copy have? It’s probably going to be just as dull and boring and I have no time for something that’s going to put me to sleep.

A good headline will grab somebody by the throat and make them read what comes next. To do that, a great way is by promising a huge benefit for the prospect if they get your product. It has to be so big that they’d be crazy not to keep reading. You only get one shot at this too, so make it your best one.

A good way to get practice writing killer headlines is by actually reading some of the top sales pages that are out there. These should give you more than enough ideas to put together a headline that will get YOUR prospects to keep reading.

To YOUR Success,

Steven Wagenheim

Want to write copy just like the pros? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.