The Big Six

 

Before finalizing your headline, Clayton Makepeace suggested asking yourself these 6 questions:

1. Does your headline offer the reader a reward for reading?
   
   
2. What specifics could you add to make your headline more intriguing and believable?
   
   
3. Does your headline trigger a strong actionable emotion the reader already has about the subject at hand?
   
   
4. Does your headline present a proposition that will instantly get your prospect nodding his or her head?
   
   
5. Could your headline benefit from the inclusion of a proposed transaction?
   
   
6. Could you add an element of intrigue to drive the prospect into your opening copy?
   
   

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Clayton G. Makepeace (1952-2020) is considered by many to be one of the most talented and effective copywriters of all time. Some of the most iconic headlines in copywriting history are his, including: “7 HORSEMEN of the Coming STOCK MARKET APOCALYPSE” … “Shameless Two-Faced S.O.B.s!” … and, “Health Breakthrough News — Cholesterol’s EVIL TWIN”.