5 Tricks That'll Explode Your Response

Hope you enjoyed the break we had from headlines in my last post.  (Actually a clever ruse to get you warmed up for writing copy, which we begin tomorrow).  Today is the final installment in our headline series.  More fun stuff ahead.

We already have a good idea, actually a system of sorts, for how to create a winning headline.  One that you can test.  This also reduces the amount of time it will take you to write one.  For those of you thinking of reducing copywriting time to zero (i.e. hiring a pro), this will help you judge the quality of a copywriter's work.  And help you understand how to use it strategically. 

Today I'll leave you with a few new techniques for modifying/reworking your headline to your bag of tricks.  Let's get to it.

You'll recall in our last discussion on headlines, I stated that a simple statement of the claim (or big promise) would be a compelling headline in a market where mass desire was first becoming statistically significant.  "Lose Weight".  Soon, however, others noticicing your success imitate, and you must differentiate your offer.  You can strengthen your claim by measuring.  "Lose 27 Pounds in 6 Months".  Here we measure both how much and how long.

You can craft a headline that states your claim as a case history.  "Man Finally Finds His Soulmate–with the help of an Online Dating Coach!!!"

There's the classic before-and-after headline.  "Before, My Closet was Full of Clothes that Failed to Flatter – Now, My Jealous Friends Want to Know Who's my Wardrobe Planning Expert".

Let's state the headline as a question.  "Who Else Wants to Transform their Contractor Marketing into a Raging Cash Machine – While Spending more Time with their Family?"  Notice I swiped 'raging cash machine' from the Ken McCarthy headline we saw the other day.  He swiped it as well; I've seen it in print before.

You could employ metaphor.  "Blow the Lid Off Your Sales Ceiling – Sales Training Guaranteed to Grow Your Bottom Line".  You could also try coining Sales Ceiling as a way of naming the problem.  Test with your targets before committing to print. 

And one that always gets my attention.  "If You've Already Overpaid for Your Mortgage, Don't Read This.  You'll be Heartbroken."  By talking to the people who can't benefit from your service, you'll invoke the law of scarcity.  Everyone wants to know what he's missing out on. 

With the discussion on hooks, this should get you started.  In fact, you'll be ahead of most beginning copywriters.  But there are plenty more things to know, just about headlines.  You should always be adding to your bag of tricks.  Just remember it's a process. 

Next up, we'll look at some conceptual models for writing copy.  In the context of long copy.  Best to start there, because everything is so clearly laid out, and learn to condense to shorter space ads.  Then we'll look at some specific pieces you'll want to have in your letter, and I'll through in some words and phrases that generate interest and excitement.

To Your Copywriting Mastery,

Sheridan Randolph