Hiya CopyStar,
Read this or die.
Who in their right mind can resist this headline?
This was a blockbuster success for a promotion for Healthy Directions’ Alternatives newsletter almost a decade ago.
I wish I could say I wrote it – but that would be a lie. The credit (and royalty checks) go to a phenomenal copywriter named Jim Rutz. But let me tell you …
… seeing that headline was a turning point in my copywriting career. Here’s why …
Up until that time, I played it safe and mainly wrote traditional, benefit-oriented headlines. “Read this or die” changed my whole perspective and opened my eyes to seductive, mysterious and downright SCARY approaches to writing headlines.
It showed me that to break out of the “me too” crowd and get a blockbuster winner – I had to take calculated chances with my headline – and man, did I ever!
I’ve come up with some doozies since then and it’s made my clients a boatload of money!
So, in this issue, I thought I’d give you 3 headline techniques I regularly use to create winning headlines. The truth is …
… when I follow one of these techniques to write strong, compelling copy – I get a winner – and many times a KICK BUTT winner. No kidding!
So try them – and see for yourself. Let’s start first with the traditional …
Benefit Headline
This headline is what I call my “bread and butter.” A benefit headline just lays it on the line and spells out the benefits – without a lot of hype and hoopla.
Here are some examples from my packages …
How to Save Your Bones from Osteoporosis
* * * * *
The Real Truth about Inflammation
* * * * *
Are you ready to become an EX-arthritis sufferer?
* * * * *
The New CoQ10 Breakthrough
* * * * *
Got Gas?
* * * * *
Nature’s Remarkable Energy Pill
* * * * *
Benefit headlines are a solid way to get your message in front of your prospect. But if you’re competing with other products that offer similar benefits – this may not be the best way to go.
In other words, unless your benefit is really unique or intriguing – you’ll probably need to do more than state the obvious benefit. If that’s the case, I’ll usually move on to …
Emotion Headline
This type of headline addresses the frustrations, fears and worries of your prospect. Most often, the headline doesn’t directly offer a practical benefit – it just taps into pure emotion!
A few examples from my recent projects …
Don’t be fooled by weight loss
Lies, Lies, Lies …
Calories Do Matter!
* * * * *
They laughed when Japanese scientists treated poor circulation with a simple bacteria …
But then they saw …
(Yep, “but then they saw …” was the headline. Crazy, right? But hey, it’s still a control today!)
* * * * *
Do you know what’s really making you fat?
* * * * *
If you could see your overworked liver …
(Take a look at how this headline worked with the powerful graphic on my website. It’s on the right hand side. Go to “samples of my controls” and scroll down. It’s under True Health: click here. Many people told my client this cover gave them “chills”!)
* * * * *
This doesn’t have to happen to you
(even if your mother had a hump)
(Honestly: this is a brand new test headline with a photo of an elderly lady with a noticeable “hump”. Won’t have results for a few more weeks – but I LOVE the concept – hopefully the market will too!)
* * * * *
See why I love emotion leads? They just PLUCK at the heartstrings – or a sensitive nerve!
But remember this: You can’t rely strictly on emotion. You’ve got to follow it up with strong benefits. Do that and you’ve got a one-two punch for a kick-butt headline!
Having said all that, don’t forget about this next type of headline. It gives you the best of both worlds – and can quickly turn your package into a winner …
Benefit and Emotion Combo Headline
These present the key benefit and tie in an emotion right up front! I’ve had many successes with this approach.
For example …
They laughed when I wanted running shoes
for my 70th birthday … but when I won the 5K,
now my friends want to know …
What in the world are you taking?
* * * * *
Got Joint Pain? Allergic to Shellfish? No Problem!
Introducing the newest breakthrough in joint health …
* * * * *
Here’s how you can rediscover …
Good old-fashioned treatments and cures that STILL work better
than drugs and surgery!
* * * * *
If you’re taking Lipitor, Mevacor, Pravachol, Altocor, Lescol, Zocor, Crestor
or any other statin drugs …
Read this URGENT BULLETIN immediately!
The Shocking Truth about
Cholesterol-Lowering Drugs!
(Combined with the heart-stopping photograph, this was a powerful – and extremely successful promotion! Check it out my website. It’s on the right hand side. Go to “samples of my controls” and scroll down. It’s under Health Resources: click here.
* * * * *
How my enlarged prostate
saved me from going bald
* * * * *
Everyday Health Secrets for Dummies!
Everything you’ve always wanted to know to feel better … heal faster … and live longer!
(but were afraid to ask!)
* * * * *
Discover the remarkable remedy that …
Makes old hearts young again!
* * * * *
Are you shrinking?
Discover the surprising cause of bone loss!
* * * * *
See what I mean? Benefit and emotion are powerful tools – and combined, they can really rev up response! So don’t be afraid to try them. Trust me. They work!
A Few Quick Ways to Spruce Up Any Headline!
Now you’ve learned my 3 easy secrets for writing kick-butt headlines. But don’t just stop there! Take a look at a headline you’re working on. Can you jazz it up to increase your response? Most likely the answer is YES! Here are 3 more ways you can do it. …
1. Offer a transaction:
Let the reader know what he’s going to get when he gives you a few minutes of his time:
Get WHATEVER you want …
without sacrificing QUALITY …
for HALF price …
Or even FREE – Guaranteed!
* * * * *
Give me just 16 hours
and I’ll help you experience
a genuine health miracle …
* * * * *
2. Be VERY specific:
Give your headline even more credibility with a few well- chosen facts:
Little-known test finds breast cancer
12 YEARS earlier than mammograms!
And it doesn’t mash or squeeze the daylights
out of your breasts either!
* * * * *
The Hidden Illness that Zaps Your Energy
And how this simple 92-cent remedy
spots it QUICK!
* * * * *
3. Add intrigue and curiosity to your headline:
Find a catchy phrase or saying to grab your prospect’s attention. For example …
If you are sick and tired …
* * * * *
True or false?
* * * * *
It’s about time you know …
* * * * *
Urgent health advisory for your neighborhood
* * * * *
What did it?
* * * * *
OK, so now you know just as much as I do about writing killer headlines – and it didn’t even take you 20 years like it took me! Congratulations!
Now, before you go and put these tips into practice – let’s do a quick review:
When you’re writing headlines, remember:
- Benefit headlines are your “bread and butter”. Try to have at least one benefit-oriented headline in your test panels!
- Emotions are powerful! Tug at the heart string, and the purse string will loosen!
- A combination of benefit and emotion can deliver a killer headline! Find ways to use them to strengthen your headline promise.
- Be specific! Add exact numbers, specific amounts or names of important people right in the headline!
- Make your headline tests really count! Avoid testing stuff that doesn’t matter or won’t give you a significant lift in response. For example, testing a different word … punctuation … or color border is probably not a good use of a test panel. It usually doesn’t give you the boost you need for a lift in response.
- Support your headline claims! Make sure your deck copy and lead deliver on your headline promise. “Read this or die” wouldn’t have worked if it was just left hanging on the page. It was supported by powerful deck copy.
- Write with conviction. When you’re passionate about your copy – headline ideas pop out of nowhere! Believe in your product and its ability to deliver a benefit to your prospect!
- Don’t be afraid to break the rules! If you’ve got a headline idea you feel strongly about but it doesn’t conform to “copywriting rules” – go with your gut. You’ll never get a home run if you don’t take a swing! Remember, “Read this or die” – that was a MAJOR rule breaking headline – and a kick butt success!
Now you’re ready to write your killer headlines, CopyStar – get crack’n!
Here’s to Creating Success Your Way!
Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE
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About The Author:
Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA.
She publishes CopyStar – Copywriting ideas and tips for stellar response – an e-zine for copywriters and direct marketers.
She is the author of How to Write Kick-Butt Copy: Straight Talk from a Million-Dollar Copywriter, Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish and Which One Won? How to Write Kick-Butt Headlines and Boost Response!
Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company!
Contact Carline directly by visiting her website at
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