How to Lock in Readers with a Simple "How To"
July 30, 2010

Believe it or not, copywriting is a lot trickier than it looks.

You'd think that writing is the simple application of words to screen or paper.

But it's much more than that. Much more.

It's years of practice refining how to make written English feel like a smooth ride down a straight road in a Lexus instead of a head-jarring rodeo over rocky terrain in an old and beat-up jeep.

It's thousands of pages of reading and studying what motivates and communicates and what doesn't.

It's building a giant vocabulary that you really can't use.

It's also finding the most simple ways to appeal to our inner desires to have more, look better, feel safer and believe that everything is "okay."

During my studies, I've found Jack Forde's "Copywriter's Roundtable" e-mail newsletter to rank among the better copywriting tutorials, especially as the craft applies to businesses. (You can sign up for it at www.jackforde.com)

One of his newsletter issues included a list of the ways writers can use a simple "How to" opening to grip readers and pull them into a message.

I am keeping that list for future reference. You may wish to do the same, because if you really think about it, we all want to know how to do something, which is why so many people read our copy when we lead with such a promise:

How to Structure a "How to" Headline

1. How to (Accomplishment) in (Time Frame)

2. How to Turn (Problem) into (Benefit)

3. How to Get (Goal) from (Something Common)

4. How to Improve Your...

5. How to Start...

6. How to Have...

7. How to Make (Someone) Do (Something Great)

8. (Problem) - How to Fix It

9. How to Get Free (Product/Program)

10. How You Can (Action) in the Next (Time Frame)

11. How (Unexpected Event) Changed My (Situation)

12. How I (Accomplishment) in (Time Frame)

13. How I (Accomplishment) by (the Unexpected)

14. How I Improved My (Problem)

Granted, the "How to" headline isn't always desirable, as in certain contexts it can come across as crass and commercial.

But used correctly in the right medium, it can be a powerful draw, especially when you're looking for another hook you just can't find.

It's basic but effective, and as you know, the simple can often outperform the sophisticated in marketing and business communication.