The Power of “How To”

Posted on January 20th, 2009 by Larry Chase

Direct marketers have known for a long time about the power of a “How To” headline. People just love to know how to do things. How to Win Friends and Influence People is one of the best-selling books of all time because millions of people want to know how to do exactly that.
So, instead of an over-stated benefit or value proposition, try using a simple “How To” headline for your ad, direct mail piece or subject header. I find that “How To’s” are especially powerful as subject headers for email messages. My guess is it’s because people often go online to learn how to do something. Figure out how to tie that desire back to your offering and you could have a winner. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.