Today I am going to discuss direct mail headlines and how to improve on them.

According to advertising legend David Ogilvy, the headline is the most important part of any ad. On the average, most experts tell us, five times as many people read the headline as the body copy. What is the purpose of a headline? First, the headline should grab attention. Second, you want to target an audience, and third have the reader continue reading.

I would like to discuss a formula called “The Secret of The 4 U’s. The 4 U’s is like an energy drink and super ultra vitamin combined that adds power, strength, and energy to your headline. The Secret of The 4 U’s is.

Urgency – The headline should give the reader a reason to desire the benefit sooner rather than later.

Usefulness – The headline should communicate something of value to the prospect.

Uniqueness – The headline should suggest that what it is offering is in some way different from everything else of its type. All claims should be uniquely associated with a certain product or service.

Ultra-Specificity – Vagueness should be avoided at all costs. The reader must know what specific benefits are in store for him.

The program suggests aiming for all four of the U’s. It provides examples of great headlines hitting three. I am using an example for a national organization whose mission is to protect the wildlife in our country. Therefore, it is a targeted audience.

Discover How the Wolf Can Save Your Grandchildren’s Lives.

URGENT – I believe more curious than urgent. The audience has a chance to learn something. They are probably thinking can a wolf do this? Score ½ point

USEFULNESS – The reader values his family and he wants them safe. Score 1

UNIQUENESS – This is in contrast to what people are apt to believe. This is something different. Score 1

ULTRA-SPECIFICITY – This could be somewhat vague because it does not say how the wolf will save the grandchildren. Score1/2

Total score three the headline can use some work but overall not bad. I suggest writing a minimum of 25 headlines. When you are satisfied with your efforts, test it against the 4 U’s.

“One person can indeed make a difference.” Wyland