1. Killer Headings and Summaries Writing Effective Ad Copy

2. Killer Structure- The 5 Pieces  Heading  Summary  Sentence  Paragraph  Actions

3. Killer Pieces  Headings Hooks and jolts  Summaries Blurbs  Sentences  Paragraphs Chunks and stacks  Actions / Endings

4. 1. Killer Headings Opening Undivided Attention Getter

5. Creating Killer Headings  Undivided attention-grabbers  Read like a short breath  First couple of words are critical  Need punch  Single most important thing to write  Impatient scan-readers need a hook  First vital connection with readers

6. Rules for Killer Headings  Compelling to act  Clear and to the point  Concise – 8 words or fewer  Complete – Stand on its own  Correct - No “Bait and switch”

7. More About Killer Headings  Break every rule  Use carewords  Lead with need  Congratulate the reader, not yourself  Use the second person “You”  Be positive  Not read like a sentence  Strip away redundant words

8. Proven Openings for Killer Headings  Strong and captivating statements  Personal references  Specific questions From “Mentored by a Millionaire”

9. 2. Killer Summary Pull you in. Lead with the need.

10. Creating Killer Summaries  Gives reader all the information they need to decide whether to read or not  Sell. Should answer WIIFM?  Focus on the Who, What, Where, When, and How – The Facts  Include compelling carewords  Last sentence needs real punch  30 words or fewer

11. 3. Killer Sentences Stacks and Chunks

12. You are not the center of the universe Don’t write to flatter your ego

13. Creating Killer Sentences  Should read like a comfortable breath  Easy on the eye  20 words or fewer  Make one key point per sentence  Carewords at the beginning of the sentence, rather than at the end  Be clear  Be concise

14. 4. Killer Paragraphs Tying It Together - Stacks

15. Creating Killer Paragraphs  70 words or less  Roughly 4 sentences  Start with the strongest sentence with the strongest careword

16. Killer Endings Call to Action

17. Creating Killer Endings  Never have a dead-end  Always end with a “Call to Action”  Allows readers to complete a task  Create an emotional word picture

18. Links that Lead to Completion  Buy now while stocks last  Fill in the tax exemption form now  Talk to one of our experts  Book your place at the workshop  Get more information on the speaker  See what other customers are saying  Learn how to get your friends involved

19. Test, Test, and Test  Practice makes perfect  Examine results on a monthly or shorter basis

20. Never have a dead-end for web content

21. Killer Word Lengths  Headings – 8 words or fewer  Summaries – 30 words or fewer  Sentences – 20 words or fewer  Paragraphs – 70 words or less Roughly 4 sentences

22. Example: Microsoft headings test  10 smart tips for using PowerPoint  10 key tips for using PowerPoint The second heading had three times the click-through rate of the first. Changing one word increased the click-through rate by a factor of three. One word.