Does Your Headline Ever Embarrass You?

nobody@vox.com(Sheridan Randolph) — Fri, 02 May 2008 09:28:13 -0400

*My previous post was densely written. If these concepts are new to you, you may want to review. That way you'll get full value out of this post. Also, catch the P.S. here for a hidden lesson.

I stated in my last post that the headline's critical purpose is to get your prospect to read the next sentence. Make sure you're clear on that now. This is where your product meets the mass desire, to borrow a phrase from Gene Schwartz. That is the overriding desire of the largest group of people that make up the market you're trying to serve. (Serve, not rape and pillage.) We, as copywriters, cannot control this desire, nor can we create it. You may well have a life-changing, mind-blowing product or service, but if you aren't able to link it to a desire shared by a statistically significant group of people, you must acknowledge that the time is not right, and enjoy your work yourself. There is no marketing budget that can overcome the inability to link the two.

Since we have, in previous posts, researched our market so well, asked questions of our market, listened, with any luck we have uncovered a few dominant desires. If you'll recall, we found that the supplement market wants the next miracle, lawyers lose sleep over deadlines. Pick one. Only one. Your letter will be an order of magnitude more successful for your trouble. Or, if it fails, you will know why. This step is more crucial than all the headline 'tricks' in the business.

And here is where we get to the magic of copywriting. And what separates the top copywriters from everyone else. Simply link the big promise (based on the big idea we discussed several posts ago) to this mass desire . What is the great promise you can deliver your prospects' great desire? This is the root of features vs. benefits.

Despite never mentioning body copy, despite never discussing layout, testimonials, offers, graphics, or much of anything usually considered the basic components of a sales letter... You will come to understand that your letter is almost written! As we continue our discussion, this will become clear.

If you get this right, your prospects will want to hear what you have to say. And they'll read your next sentence, and the next...

Next post, finding the hook, with some examples to bring these concepts closer to home.

Best,

Sheridan

www.recession-proofmarketing.com

P.S. A word about the post's headline. Substitute 'child' for 'headline', and you'll have a classic headline. So it should work if I just change out one word to make it relevant, right? Wrong. The best headlines often do embarrass the business owner (though copywriters may delight in shamelessly flaunting our bad taste!). So I could be speaking to a real fear of my market. However, if I actually hit on a pressing concern – one strong enough that you would be willing to get off your couch, take out your wallet, and enter ordering info – you would probably feel cheated that the headline apparently has nothing to do with what follows. (Did you feel that? Let me know.) Beware of copying form without understanding substance. Just my way of adding a practical tip to a conceptual post.

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Copywriting Made Simple

Does Your Headline Ever Embarrass You?