Do you read a few chapters first before you decide to buy a novel? No, you probably look at the title, maybe browse the blurb, stare at the cover graphic… and then let your gut feel do the rest. When it comes to ads, do you read the full ad first and then look at the headline? Again, a big NO because you look at the copy only after you’ve fallen for the headline. So far as ads are concerned, it is believed that the first 15 words count more than the 15,000 words that (may) follow! The method that you follow while deciding to buy a novel tells us something about consumer behavior. Why some ads get noticed and some don’t is again a sequel to this hypothesis.

Not all of you are going to be writing headlines for ads and probably only a handful of you (and that’s a generous estimate!) are ever going to even attempt writing a novel. So why must you be reading this article? Let me give you three good and sound reasons:
1.    The net-savvy amongst you will be creating your own blogs and these rules will help you make your writings reader-friendly.
2.    The mails and memos that you may be penning are meaningful only if they are read. Remember that those first few words that you start with (your headline/ the first few words of your text) are often written in haste. Yet, they count for 50% of the success of your entire project.
3.    If your headline or the first few words are good enough to attract you, they will do the same to readers as well. Importantly, you will be encouraging yourself to write more and better!

The lamentable part in the writing world is that besides those who play with words as a profession, it’s hard to spend 90% of your time coming up with winning words as a routine. However, it is good to learn the methods of giving a precise connection to the words that you wish to use either as a headline or some text.

This article will be giving you all some vital tips on the generation of good, catchy, pithy, and attractive headlines. The same rules can be extended and adapted for longer texts as well.

There is a long-held belief that there is no formula for good writing. This is absolutely true for the creative souls that may be meandering amongst us, but for most of us a formula does exist and be the right stepping stone to better writing. Begin your writing by creating headlines. Thus formulae exist that you can use to speed up your headline writing process. But it is entirely up to you to enhance your skills by writing more and more for only quantum can lead to fine-tuning your instincts as well as testing your efforts.

The most pertinent questions in your mind must be:
How do I write the best headlines?
How do I start any text to make it attractive for readers?

Obviously, the surest way of reaching the most hard-hitting lines is through practice and re-drafts. Words gain maximum effectiveness if they are redone or rewritten many times over. This is a painful process and can be time-consuming as well. However, when you have at least 3 different versions in front of you, the best choice will be apparent.

There are at least 10 ways to write punchlines. These methods will also give you a fair idea of extended text writing and the various ways in which to begin your first paragraph. The examples taken include some from the punchlines taken for BIFM ads.

1. The direct statement headline.
Examples:
a) Choose where you want to be!
b) Best happens when you are with the best!

2. The question headline.
Examples:
a) Top career chahiye! Kya karoon?
b) Why do financial companies prefer BIFM students?

3. The how-to headline.
Examples:
a) How to promote your website for maximum response?
b) Stock market mein Lakhpati kaise banein?

4. The command headline.
Examples:
a) We inspire your professional fire. You command wealth!
b) We teach you HOW you teach the secrets of wealth creation.

5. The implicit benefit headline.
Examples:
a) Be a daredevil in the stock market!
b) Financial market mein dhoom machaa do!

6. The guarantee headline.
Examples:
a) Stand tall in the financial world!
b) We convert you into a financial genius!

7. The deep discount headline.
Examples:
a) Say good-bye to chota profits!
b) Get a career for life in just 18 months!

8. The personalized headline.
Examples:
a) Make it big with BIFM… before someone else does!
b) Finally, here’s how you, Bob Delano, can become an expert chef in 15 days.

9. The “reasons why” headline.
Examples:
a) How to measure success? Success in the financial world is…
b) 5 easy steps to becoming a world-class mentor in financial planning!

10. The short, punchy headline.
Examples:
a) Why imagine? Follow the leader!
b) Tehelka! Distance Learning Education mein pehli baar!

[Arvind Passey]
[2008]
Published in ‘The Learner’