You have about 10 seconds to grab the reader's attention - before they go on to something else. If you haven't got a headline to excite and intrigue them in those 10 seconds, you can forget it.

Your headline must:

.Capture the reader's attention and imagination

. Snap them away from whatever else they were doing

· Divert their attention then to the rest of your copy, and get them to continue reading on.

It's a good idea to write 50 or so headlines down on paper. Just write anything down that comes into your mind. Then look through your list and choose about 10 of those headlines that appear to have the necessary punch.

Next, go off and make a coffee and have a break. You'll come back refreshed to look at your new list with fresh eyes. Now you can start again!

The "How To" headlines are ever popular - the whole world wants to know How To do/make/believe/create etc etc.

Keep your headline short, a maximum of 17 words (could be much fewer) and succinct and to the point. You're not trying to write a whole essay with your headline. You want the reader to know what message you have, so don't bluff your way through. When I come across a headline that doesn't at once make me want to know more I instantly lose interest and leave the page.

You need to be specific. Look at how other good headlines grab your attention. They say things like "within 3 months" - "increase your customer list 4-fold". Forget things like "make more money" (not nearly specific enough). Immediately I'd be wondering exactly HOW I'd be making more money. Would it be with stocks and bonds - with a home-based business - making jams and chutneys - direct mail? There are hundreds of ways to make more money - your headline needs to be specific.

Then there's the Sub-Headline.

Here you can elaborate on the main Headline. The Sub-headline is usually in a slightly smaller font than the main Headline, but still large enough to be seen quickly and easily. Here you need to give your reader a reason to read on.

Many times people use something like: "Don't go anywhere because this could be the most important letter you'll ever read". This is a good Sub-headline, if a little over-used and worn!

Perhaps another tact could be something like: "Sit back and relax while I show you what you're about to read will change the way you ... forever".

Using the word "Guarantee" is a good way to be very convincing: "I guarantee that what I'm about to reveal will change the way you ... forever".

Answering your readers' questions in your Headlines and Sub-headlines is also very compelling. The WHO - WHAT - WHEN - WHERE - WHY - HOW questions. If you can find a way of utilising these, so much the better.

Above all, your Headline should be exciting, enticing, power-packed, and have a "miss this at your peril" message coming over loud and clear. Remember, your Headline is critical for the success (or failure) of your sales letter, and can mean the difference between having just a few sales, and a power-busting best seller!