The Late Gary Halbert’s Headline

This is one of the great headline written by the late Gary Halbert.

Here’s the headline:

How Even A Plain-Looking Woman
Can Become 350% More
Sexually Attractive
To Almost Any Man On Earth!

The advertisement is targeting woman who feel inferior in their look.

What’s so attractive about this headline is that it is direct, straight to the point and tell the specific.

The “350% More Sexually Attractive” is very specific and provide some form of believablility to an otherwise hypy headline.

The headline is direct and appeal to the niche, woman who look or feel unattractive.

Some headline may not be so direct.  An example is the John Caples “They Laughed When I Sat Down On The Piano But When I Started To Play…”

This John Caples famous headline trigger curiousity instead.

The question here is: Should we write direct or indirect headline?

I guess the answer is to test it and see which one pull the most sales.  ( remember that in direct response marketing, everything must be tested )

Personally, i will use the direct headline for market that has little patience and the indirect one for market that has more patience to hear a story.

What do you think?