Key Takeaways:
- Strong marketing starts by putting the most powerful benefit first, especially in the headline.
- Clear, direct, benefit-driven headlines outperform clever or vague wording.
- Successful campaigns grab attention immediately by promising something specific the reader wants.
- In a fast-scrolling world, prospects decide within seconds whether to keep reading.
- Well-crafted headlines are engineered through testing and strategy to drive higher response and profits.
Advertising follows a very important rule…
Unfortunately, most marketers and advertisers violate it.
Most marketers and advertisers break the rule.
Break the rule — and your response drops.
Follow the rule — and your response and profits rise.
It’s a “secret” to marketing success.
Yet it’s ignored every day.
The Rule?
Put your strongest benefit right up front.
In your headline.
In your opening copy.
In your lead paragraph.
Right away.
Start Your Copy with a “Bang”
Every piece of marketing you write — emails, ads, videos, landing pages, and direct mail — must start strong.
If it doesn’t…
Prospects lose interest.
They move on.
And you lose leads and sales.
The best way to “start with a bang” is simple:
Lead with the most powerful benefit.
Even in your headline.
Six Proven Headline Examples from Real Client Campaigns
The following headlines come from successful past campaigns created for our clients.
Each one demonstrates how putting the strongest benefit first drives higher response.
Headline Example #1
“God Designed Your Body to Respond to This Amazing, Natural Painkiller”
This ran with a doctor and patient testimonial.
It emphasized why this product was unique.
And why it was different from everything else on the market.
Headline Example #2
“Discover the #1 Recession Strategy for Investment Opportunities in 2023”
Right away, readers knew:
• What they’d learn
• Why it mattered
• How it could protect their money
No guessing. No confusion.
Headline Example #3
“Get Ready for an Astonishing Theatrical Experience — C.S. Lewis Is Coming to Los Angeles”
This headline created intrigue.
It promised something remarkable.
And it made people want to know more.
Headline Example #4
“At 98: Courage and Persistence [Must-See Note from Reader]”
This worked especially well with seniors.
It pulled readers in emotionally.
They had to find out the story.
Headline Example #5
“The Incredible Shrinking Dollar — How You Can Survive the Inflation Nightmare Ahead”
Everyone was feeling rising prices.
This headline promised help.
And people responded.
Headline Example #6
“2008-Style Bank Meltdown Unstoppable: One Simple Step Could Protect Your Family’s Wealth”
This headline did three things:
- Created urgency
- Predicted danger
- Offered a solution
That combination drives action.
Why These Headlines Work
Notice something:
None of these headlines are “clever.”
They’re clear.
They’re direct.
They’re benefit-driven.
They tell prospects:
• What’s coming
• Why it matters
• Why they should keep reading
Immediately.
Don’t Try to Be Clever. Try to Sell.
Too many marketers try to impress.
They use vague language.
Obscure phrases.
Cute wording.
But “clever” doesn’t pay the bills.
Clarity does.
Your goal is not to entertain.
Your goal is to convert.
Speak to Your Prospect — Not “Everyone”
Your marketing is not meant for everyone.
It’s meant for:
Your ideal prospect.
The person who wants your solution.
The person ready to act.
Your headline must tell them:
“This is for you.”
When they see that…
They keep reading.
Why Benefits Matter More Than Ever
Today, readers move fast.
They skim.
They scroll.
They decide in seconds.
If they don’t see value immediately…
They’re gone.
They have thousands of other pages to click.
And they will.
That’s why your headline must:
- Contain a clear benefit
- Be simple
- Be direct
- Be easy to understand
A Lesson from Insurance Marketers
Insurance marketers learned this decades ago.
They used headlines like:
“Big Insurance Savings for Nonsmokers”
“The First Hospital Income Plan Designed for Mature Adults”
Clear.
Specific.
Benefit-focused.
And highly profitable.
The Bottom Line
If your headline promises something your reader wants…
He’ll read your message.
Every time.
If it doesn’t…
He won’t.
No matter how good the rest of your copy is.
Take Action: Turn Your Campaign Into a Response Machine
Great headlines are engineered — not guessed.
At Creative Direct Marketing Group (CDMG), our team specializes in:
- High-response headlines
- Persuasive copy
- Proven testing systems
- Multi-channel marketing
- Data-driven optimization
We’ve tested 10,000+ variables.
We’ve won 124 awards.
And we’ve helped:
• Small companies become leaders
• Growing firms become multi-million-dollar brands
• Established companies scale higher
If your marketing isn’t producing what it should…
We can fix that.
Get Your Free Campaign Evaluation
Email Michael at CDMG at [email protected] or give him a call at 615-933-4647.
No obligation.
Just results.
FAQs:
Why are headlines so important?
Because most people decide whether to read based on the headline alone.
What is the biggest mistake marketers make?
Trying to be clever instead of clear.
Should every headline include a benefit?
Yes. The benefit explains why the reader should care.
Do emotional headlines work?
Yes — when tied to real value.
How long should a headline be?
As long as necessary to be clear and persuasive.
Does this work online and offline?
Yes. These principles work everywhere.
About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:
- Tested more than 10,000 digital marketing variables.
- Mailed over 10 million pieces of direct mail in the last year alone.
- Won more than 120 awards for marketing excellence.
Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.
Let CDMG Be Your Partner in Driving Growth
Media Help, Copy Help, Testing Help, D2C, and e-Commerce Help
CDMG is more than an ad agency
Let us be your second opinion
CDMG’s award-winning team, run by marketing veterans Craig and Caleb Huey, is dedicated to improving your advertising, marketing, branding, and bottom line with a proven approach that maximizes response rates and ROI.
With expertise in media, data, digital, and creative strategy, we’ve earned over 120 prestigious awards, in 2024 alone.
Why CDMG?
- Proven Success: 120 prestigious awards in 2024 alone.
- Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
- Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
- Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories.
Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
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…and much more!
Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies.
Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success.
Let’s discuss your marketing challenges and give you a second opinion.
Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].
Start transforming your marketing results today with CDMG, Inc.