06/09/2026
When it comes to sales letters, writing headlines seems to be the thing that trips people up.
Some seem to have the impression that top-level copywriters have a secret talent that enables them to write the perfect headline every time they sit down at the computer.
But that's not true.
Experienced writers know headlines take time, practice, and patience.
In fact, as senior copy chief Sandy Franks explains, most of the A-list copywriters she's worked with spend a good portion of their writing time on the headline itself. Some even create a placeholder, which, if you're not familiar, is just a rough draft version of a headline.
And once the body copy is completed, they'll go back to that placeholder headline and tweak it until it's exactly right.
All of this takes place "behind the scenes," which makes it seem like the best copywriters effortlessly write headlines.
Luckily, there are a few tips you can use to write the ideal headline. And Sandy shares them with you here. 👇
The average headline will keep only about 25% of people reading further. And that’s on a page where the only options are to keep reading or to leave. So how do you bump that percentage higher? Read this article to learn tips on how to write an irresistible headline.
