The process of writing the title or “call” of an article with the intention of selling something (sales letter) is completely different from the process of writing any other part of that sales letter. The title is the most important sentence in any type of “call,” whether through an email or in a web or printed advertisement, etc.
The title deserves special attention in its creation, as it is from it that the potential buyer will decide whether to continue reading what you have to say. It captures attention. I remember that it only takes 3 seconds of the audience’s attention to make them continue reading your message. And how do you make your title win the heart and mind of these 
people? Below I will mention 5 steps that will help you with that.
Most professional copywriters write up to 100 titles for any sales letter before arriving at a definitive one. Each of these 100 titles is the result of many hours of reflection and creativity. Just because you are writing a bunch of them doesn’t mean less effort is put into each one. In fact, it’s quite the opposite. This tactic was created by copywriters of printed materials because a test could easily cost them or their clients a good amount of money. Unfortunately, in the online scenario, many fail to give more attention to titles because the “tests” are free. But this is a mistake. Whether online or offline, this tactic must be adopted.
Use a combination of original concepts and “stolen” concepts.
If you want to write a great title, a good inspiration file is essential. Within this file, there should be dozens of potential ideas. Talented copywriters often write a title using original concepts or even others as inspiration. They produce titles based on both and objectively choose the best option afterward. I remember that there is a big difference between being inspired and just copying the title and idea of another. When I say “copying,” I mean that you liked an adjective used or a format in which the words were arranged, for example, and from there conclude your original project. Titles can come in different formats: novelty, benefit, shocking, storytelling, comparisons, etc. By using “stolen” ideas, you will bring formats to your title that you might not be able to create on your own.
Write some titles at the beginning when you are starting the sales letter. Then write a few more when you are writing the body of the message. Finally, write others when you have completed everything else. Throughout the process, your mind will be working in different ways. You will have different ideas at different stages of the creation process. Use this to your advantage to bring out the best ideas that can arise at any moment.
Everyone knows that reading aloud always helps to memorize things more easily, and this tactic can be adopted for the purpose of letting ideas flow. Read your favorite titles aloud and see how they flow. Eventually, you will find misplaced words when you hear them out loud. You can also use one of the created titles as 
a subtitle or second part of the title. This process is an easy way to add more spice to a dull headline and keep the sales letter interesting.
Once you have written a good number of titles, leave them for a few days. This will help reduce any preference you may have acquired during the creation process. Then start selecting by removing the ones you liked the least until you arrive at just one that will be the winner. If you find 100 a large number, use 75 at least to start. In the reduction and selection process, when you get down to 3, you can ask for input from family or close friends if you find yourself on the fence. Or simply, use your intuition. Until you reach 3, you can also keep all 3 and allow yourself to run some tests to see which one performs best.
Writing 50 to 100 titles, using original concepts or adapting existing concepts, never trying to do them all at once, reading aloud to let ideas flow, and eliminating until you reach 5, 3, and 1. This is the process that the best copywriters in the world use to write their calls or headlines.
LINDENBERG JUNIOR
Journalist & Consultant
www.kisuccess.com