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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 a headline. In this article, I show you how I used this formula to generate a headline for a weight loss newsletter.

As I mentioned in my previous article, the first thing I do when writing a headline is to identify the customer. This is the “who” part of the “What, What, Why” formula. In the case of a weight loss newsletter, the “who” section could be: People who want to lose weight.

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

The next step in the formula is the “what” – meaning the product. What exactly are you selling? Are you selling a weight loss book? Pilates class membership? A food supplement? Once you identify the product, you need to decide which product features you want to highlight and how these features will benefit your customer.

Identifying features and benefits is a very long topic, and I’ll probably dedicate a whole article to it, but to keep things simple, just remember that people usually buy things for two reasons: Either to get a KEY or to to avoid pain.

When it comes to weight loss, “pain” can be anything from low energy, risk of illness, to feeling down. The “fun” part can be anything from being able to fit into your favorite clothes, to getting more attention from the opposite sex, to being healthier and more confident. These are your motivators. It is your job to identify the features of your product and show the customer how those features will bring them pleasure or help them avoid pain.

The last part of the formula is “why”, meaning your purpose. What do you want customers to do? Do you want them to visit the site for your weight loss e-book? Would you like them to order a bottle of your African herbal dietary supplement? I’m a copywriter, most of my clients’ goals will be to make an immediate sale, or prepare the client for a sale and get them to take another action (visit a website, request more information, etc.)

So let’s all get together. If I’m creating a headline for a weight loss newsletter, my “Who, What, Why” formula might look something like this:

Who: “Stay at home moms aged 25-40 who want to lose weight”

What: “Hypnosis weight loss cd set”

Why: “Drive prospects to the sales page [http://www.weightlosscdformom.com]”

So my header might look something like this:

“This Little-Known Technology Can Give You the Fat-Burning Power of a 19-Year-Old in Less Time Than It Takes to Make the Kids Dinner”

This heading contains all three elements of the “Who, What, Why” formula. It targets stay-at-home moms aged 25-40, with benefits touted as, “In less time than it takes to make dinner for the kids,” and promises “the fat-burning power of a 19-year-old.” give them -years old”. It also piques curiosity with the phrase “little-known technology”, which makes them want to know more and draws them into the body copy, thus bringing them “closer” – visit the sales page on

website This fulfills the purpose of “Why”.

So, in a nutshell, this is how I build headlines using the “Who, What, Why” formula. Play with it and you’ll be making your own killer headlines…in less time than it takes to make the kids dinner!

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