By Clint Gray on 06/08/19 08:21
...This Simple Formula Helps Extract Attention Grabbing Ideas (You Never Knew Existed) That Builds An Instant Bond With Your Prospects.
What’s The Purpose Of A Headline?
To get attention, arouse curiosity, to ignite something in the reader's mind that makes them want to read further.
There are many different formulas or angles that you can use and I’ll cover some examples below that you can use right away, so let’s get straight into it.
If you wanted to go for the jugular, you could create a headline that addresses the biggest objections that holds your prospects back.
We can use Konnector and marketing coaching as an example. A big objection could be they think they can get all the information they need for free, on the internet, so why should they pay for expert help?
Now lets create a headline out of that…
Headline example 1: If You Ever Thought Free Information Was The Answer, Then Why Do Most Businesses Fail To Create A Predictable and Scalable Advertising Machine?
Headline example 2: Free Information Will NEVER Unlock The Key To Your Marketing Success, Unless You Have This First!
Or you can use a headlines structure like this:
Even if you’ve found that XYZ hasn’t worked for you in the past, let me show you how a simple change in perspective can make all the difference.
Using ‘even if’ is very powerful as it takes the common objection away from the reader.
The idea is to connect with the thoughts going on in their mind. Everyone thinks they are special and their situation is unique so they are thinking, “It might work for them, but it won’t work for me because our business is different.”
Your business could be unique, but the objection in the reader's mind revolves around time, money and resources where your sales message needs to break down all the objection barriers, and give them a new story and set of beliefs as to why they will get results using your solution.
8 Human Desires
We can go deeper on each of the objections to understand the deeper connection and address one of a combination of the following desires:
1) Survival, enjoyment of life, life extension.
2) Enjoyment of food and beverages.
3) Freedom from fear, pain, and danger.
4) Sexual companionship.
5) Comfortable living conditions.
6) To be superior, winning, keeping up with the Jones.
7) Care and protection of loved ones.
8) Social approval.
People will only buy something to fulfill their most dominant desires.
What Is Their Current Reality They
Want to Escape?
Are they in a desperate situation? Are they chronically ill? Is their business at the ‘make it or break it’ point and they desperately need to find something that works? Do they want the luxury car to be superior or to pick up a date? Are they more concerned about getting a new car that has the best safety rating to protect their family?
Can you start to get a ‘feel’ how powerful it is to understand what emotion or force is behind the objection?
When you start addressing their objections at a deep level, this creates an instant bond if you can make them feel that you are reading their mind or somehow listened to a conversation they were having last night...
Let’s try another example where you want to sell a weight loss and exercise program.
What are some of the big objections that people have around this? They don’t have time, they are not motivated, they don’t know what to do when they go to a gym, they can’t get to a gym...and the list goes on.
We could identify one objection and use that in our headline - let’s use the lack of time objection.
Headline: The No-Excuses Exercise Program That Can Be Completed In 7 Minutes With No Equipment Needed.
If the headline did it’s job, then we move onto the introduction…
Introduction: Even if you never want to set foot in a gym and keep telling yourself that you don’t have time to exercise, this unique program can work for you, with only 3 X 7 minute sessions per week.We broke down our No-Excuses program by conducting a scientific study over 18 months, with over 300 hundred test subjects and the results were staggering. We put the 80/20 rule to the test, where you can truly get 80% of the results by focusing all your efforts on the 20% that makes all the difference!
Most people who go to the gym never experience any positive results because they are so inefficient, unfocused, don’t have the right intensity...or spend most of their time working out their fingers with their heads buried in their phones! You know the ones, right?
E N D O F E X A M P L E
There are so many different directions you could go with the example, which is driven by your deep understanding of your market.
The biggest emotional driver in the above example could be mums that are out of shape, and feel embarrassed when they drop the kids off at school and notice kids take a second look at her that says, “Wow, your Mum is really big…”.
Or there could be an angle about being a role model for your kids, or talk about whose fault it is that your kids are overweight.
I’m not being harsh here, I’m trying to make a point that you need to get people out of their comfort zone to take action, and if you really have a product or solution that will improve their life, you have a duty to write the most compelling sales messages you can to get them to pay attention.
Writing, or more specifically, copywriting, is a very deep subject, the rabbit hole goes deep...
The good news is that no one knows your business and ideal prospects better than you.
You are the best person to be able to formulate ideas and identify common objections that need to be overcome, then inject empathy when addressing the objections to demonstrate that you really understand their situation and how they are feeling;
"Hey Siri...What Does Empathy Mean?"
"Empathy is the capacity to understand or feel what another person is experiencing from within their frame of reference, that is, the capacity to place oneself in another's position. There are many definitions for empathy that encompass a broad range of emotional states. Types of empathy include cognitive empathy, emotional empathy, and somatic empathy.” - Thanks Siri, that was enlightening!
How Can I Find Inspiration?
You may be sitting there thinking that you don’t have a creative spark in your body. I know that we are all born with creativity, but we haven’t nurtured it for so many years.
Thankfully there are a lot of online resources to help stimulate some ideas.
When you look through the following resources, look for headlines that capture your attention. Ask yourself why it was effective. Try to forget about the words and think about the structure that you can use in a formulaic way to create headlines to test.
Here is a list of a few websites to help you out:
Start building your own swipe file. Create a document and save links of articles, make a list of headlines, phrases and ideas that you can model.
Here is a brilliant free swipe file:
I hope you got some powerful and practical action points from this. Go ahead and jump into your prospects shoes and really try to understand how they are feeling, tap into that feeling that’s tearing them up inside, what’s stopping them, what bad experiences have they had, what do they secretly desire…
Put pen to paper and just start writing if you really want to get good at this.
Look at different websites for inspiration and start building your own personal swipe file...and enjoy the process.
If you need help to get clarity around your advertising strategy, we can help create a step by step plan that is right for your business. Book in a free 20 minute brainstorming session to give you the clarity you're looking for.