Direct Response Copywriter on the 'How To' Headline

By Scott Martin

At a copywriting conference I attended in April, the speaker said he loves the "how to" headline. Why? Because, in testing, a "how to" headline outperforms other headlines 9 times out of ten.

The "how to" headline is one of the most basic and I love its it usually works. I'm sure you've seen dozens of "how to" headlines. For a direct response copywriter, the "how to" headline is a staple.

"How to Sovle Bad Breath Forever"

"How to Get First Class Tickets for the Price of Coach"

You also see "how to" headlines without the "how to."

"Look Taller Today"

"Get Cable TV for 60% Less"

You get the picture and speaking of pictures, I was recently in a large northeastern city visiting a hostelry. The men's room was plastered with cut outs from various and "sundry" magazines. This "how to" headline caught my attention, not becuase it relates directly to me...

In case you can't see it, the headline reads...

"How to Tell Your Girl You've Got Herpes"

Magazines are replete with "how to" headlines...because they get readers to read. If you're scratching your head wondering how to start the copy, trust the "how to" headline.


I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy, landing page copy and copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.

I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.


Disclaimer for the above.

The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting.  This Certification has not been provided by an accredited education institution.  It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.