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Copywriting – How To Write A Headline – Part 3

In my last article, “How to Write a Headline – Part 2,” I explained the “who, what, why” formula for writing headlines. In this post, I’ll show you how I use this formula to design a headline for a weight loss newsletter.

As I explained in a previous post, the first thing I do when writing a headline is identify the client. This is the “who” part of the “what, what, why” formula. In the case of a weight loss newsletter, the “who” part could be: people who want to lose weight.

Now, I suggest breaking down “people who want to lose weight” further into specific groups like “stay-at-home moms who want to lose weight,” “busy executives who want to lose weight,” etc., and craft your headlines accordingly. The more accurately your headline is aimed at your audience, the more likely it is to grab their attention.

The next step in the formula is “what” – meaning the product. What the hell are you selling? Are you selling weight loss books? Membership for a Pilates class? nutritional supplements? Once you’ve settled on your product, you have to decide which product features to highlight and how those features will benefit your customers.

Determining features and benefits is a rather lengthy topic, and I could probably devote an entire article to it, but for simplicity, remember that people usually buy things for two reasons: either to gain pleasure or to avoid pain.

When it comes to weight loss, “pain” can be anything from low energy to disease risk to feeling unattractive. The “happy” part can be anything from being able to wear your favorite outfit, to getting more attention from the opposite sex, to feeling healthier and more confident. These are your motivations. Your job is to identify your product features and show customers how those features will bring them pleasure or help them avoid pain.

The last part of the formula is “why,” meaning your goal. What do you want your customers to do? Do you want them to visit your weight loss ebook website? Would you like them to order a bottle of your African Herbal dietary supplement? As a copywriter, most of my clients’ goals are either to make the sale on the spot, or to prepare the client for the sale and force them to take further action (visit the website, request more information, etc.)

So let’s put it all together. If I were creating a headline for a weight loss newsletter, my who, what, why formula might look like this:

Who: “Stay full-time mom, age 25-40, trying to lose weight”

Contents: “A set of weight loss hypnosis CDs”

Why: “Bringing leads to sales pages [http://www.weightlosscdformom.com]”

So my header might look like this:

“In Less Time Than Cooking the Kids’ Dinner, This Little-Known Technique Can Give You the Fat-Burning Power of a 19-Year-Old”

This headline incorporates all three elements of the “who, what, why” formula.It targets stay-at-home moms aged 25-40 with the advantage of being “in less time than it takes to make dinner for the kids” and promises to give them “the fat-burning power of a 19-year-old”. Use the phrase “little known technology” to spark curiosity, make them want to learn more, and pull them into the text, thus driving them towards “close” – visit the sales page

website. This fulfills the “why” goal.

So, in a nutshell, here’s how I use the “who, what, why” formula to make headlines. Try it, and you’ll create your own killer headlines…in less time than it takes to make dinner for the kids!

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