Headline of your sales letter - How important is it?

Your title is a few words out of your sales piece. How important can it be? Well ... very important. Advertising legend David Ogilvy says that the title is the most important part of your sales piece. On average, say, five times more people read the title as the body copy.

Here are some other figures to illustrate the importance of a title:

1. You have five seconds to get the attention of your prospect.

2. You could spend 80% of your time to write the title alone.

3. You could write dozens of titles before choosing one.

After narrowing down the choices the best way, yet for other uses:

1. Use some of them as subtitles.

2. Use different titles for different audiences.

3. Use the runners-up for test purposes, always replacing the one that pulls better.

There are many effective ways to write a title, but here are three:

1. Ask a question. Be careful here, though, do not want to lose your perspective with a claim that could be resolved in the wrong way and get them to stop reading.

2. Use a testimonial. A quote from someone who has had the same problem and found your product or service as the solution, is highly persuasive.

3. Giving statistics. The numbers are always more convincing than vague promises. For example, "Save 25% on your auto insurance this year!" is more convincing than a simple "Save money on your auto insurance."

Write your first title, and 80% of your work can be done. For the same reason, if you do not give enough emphasis to this part of your sales piece, you can lose 80% of your sales. Yes, the titles are so important!