Headlines Need to SCREAM to Get the Most Life Insurance Leads

By Dean Cipriano

If you don’t have a “Grab Ya By The Nose” kind of headline in your ads trying to get you more life insurance leads… you might as well toss your money in the fireplace!! At least you’ll get ten seconds of heat from it.

Ya see, when someone is looking at a newspaper, magazine or whatever… for the most part they are glancing over it until they see something that catches their eye.

If it’s not your ad, then you’re S.O.L. (World War 2 lingo for “YOU’RE OUT OF LUCK”).

What Makes A Great Headline

First, the headline should promise a positive benefit or ask a provocative question, or both. Second, it should telegraph its message in seventeen words or less (that is debatable, some say 27, but I have seen as many as 35).

One of my favorite headlines is from the 1920’s by one of the original copy writing masters,

“They All Laughed When I Sat Down At The Piano,” But When I Started To Play…

This was originally an ad for a correspondence school but if you pay attention, you can still see versions of this headline around even today in just about every industry. By changing just a few words, it becomes a very versatile headline that almost anyone can use.

But if your headline does its job it will grab the attention of the reader and motivate him to read more of your offer. So really the sole purpose of the headline is to bring the reader into the copy to find out what you’re offering.

5 Essential Rules Of Writing Effective Headlines to Get Life Insurance Leads

1. Headlines should appeal to a readers self interest in the promise of a benefit.
2. The length of a headline is not so important as long as you get your point across. But generally try not to go more than 17 words.
3. Put news that can relate to life insurance into your headline…Always be on the lookout for something newsworthy that would be a benefit to your reader / target market.
4. Never use headlines that are tricky, clever, confusing or incomplete in any way. For instance, if you try to be funny in a headline, even if it is funny, you often will take the reader off the focus of your message.
5. Never use headlines that require the reader to think too much to be understood. If you don’t catch the reader’s attention in the ½ second that he glances past your ad, you missed your chance to get a new life insurance lead.

The main purpose of your headline is to screen out your target audience. If you can describe them in your headline, appeal to their self interest with a benefit, get your message across without confusing them, then you are at least in the right ball park.

And most importantly, always remember that the headline equals 80% of the effectiveness of your entire ad!

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