How to Pick a Winning Direct Mail Headline
- sabline0
- May 8
- 2 min read
Best For: Plumbers, HVAC techs, junk removal, dentists, chiropractors—anyone using direct mail
You only have 3 seconds. Make it count.
When someone grabs their mail, they quickly decide what goes in the trash and what they’ll read. Your headline is the first thing they see—and maybe the only thing.
If it’s weak, your postcard will be tossed.If it’s strong, they will stop and think, “Hey, I need this!”
What makes a great headline?
✅ Short and simple. Too many words = instant confusion. Aim for 5–10 words max.
✅ Solves a problem. People don’t care what you do—they care what you can do for them. Focus on a pain point they want to fix.
✅ Gives a quick benefit. Fast, easy, local. Let them know how soon you can help or how simple it is to start.
Steal These Headline Ideas by Industry:
🛠 Home Services (Plumbers, HVAC, Junk Removal):
“Clogged Toilet? We’ll Be There in 60 Minutes!”
“No Heat? Emergency Repairs Available Now”
“Too Much Junk? 15% Off Haul-Away This Week”
🦷 Dental, Chiropractic, Health:
“Back Hurting? Feel Better in Just One Visit”
“Teeth Whitening Special – Smile Brighter Today!”
“Neck Pain? Walk In, Walk Out Relief”
🍽 Restaurants and Food Delivery:
“Dinner Done in 25 Minutes – Call Now”
“Family Special: Feed 4 for $25 – This Week Only!”
“Free Dessert with Any Takeout Order – Today Only!”
Pro Formula for Writing Headlines:
You don’t have to be a copywriter. Just plug your message into one of these easy formulas:
1. [Problem] + [Fast Fix]
“No Hot Water? Call Now—We’ll Fix It Today.”
2. [Question] + [Benefit or Offer]
“Tired of Messy Gutters? Get Cleaned This Week—20% Off!”
3. [Offer] + [Deadline]
“$59 AC Tune-Up – Must Call by Friday!”
These formats work because they make people feel you understand their need and are ready to help right now.
How to Make It Stand Out:
🟢 Use big, bold letters. Your headline should be the first thing they see—at the top, in large font.
🟢 Add color or contrast. Use bright colors or bold borders to draw attention. Red, yellow, or orange can help highlight urgency.
🟢 Include a photo if it fits. A picture of the problem (leaking pipe, tired parent, junk pile) grabs attention faster than plain text.
Quick Action Steps:
1. Write 2 different headline versions. Example A: “We’ll Clear Your Junk in 24 Hours – Call Now” Example B: “Junk Gone Fast – 15% Off This Week Only”
2. Send 50 mailers with each headline. Track the calls, coupon codes, or booking requests you get from each version.
Bonus Tip: Label each version with a different phone extension, URL code, or coupon code so you can see which one worked better.
What to Do After Testing:
Once you see which headline works best, use that style in:
Future mailers
Facebook ads
Door hangers
Email subject lines
Your website banner
Your headline is your hook. When it works, use it again and again.
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