As far as I’m concerned, a copywriter can never have too many headline swipe files.  It’s a bit like the old adage that you can never be too rich or too thin!

Why are headlines so important?  Two reasons, in my opinion…

Firstly, as I’m sure I don’t need to repeat, the headline is what gets someone to actually start reading your ad.  Without that, you are toast!  The best body copy, offer and everything else is useless if nobody reads it!

Secondly, the headline and the headline deck should summarise concisely and in a compelling form the “Big Idea” behind your offer.  I don’t see this talked about too much but I view this as very important.  It both gets your message across to the potential client and helps the writer stay on track.  It’s a hell of a lot easier to write your copy if you have a clear idea to guide you.

Anyway, back to the main point of this post.  Lawrence Bernstein is the brains behind the “Ultimate Online Swipe File”, a collection of classic winning ads and campaigns.  Lawrence is currently updating the product and preparing a relaunch.  As part of that he is making available a free special report to his subscribers that contains 127 winning headlines from copywriting great Eugene Schwartz (of “Breakthrough Advertising” fame).

There are some absolute gems in this collection.  I’ve actually got access to many of the original ads and I have drawn on them several times in the past.

If you want this free swipe file then head on over to http://www.infomarketingblog.com/127-winning-advertising-headlines/ where you’ll need to opt-in.