This is not I'm an artist writing. Big words are not rewarded. Your only goal for
copywriting is to sell.
Your copywriting needs to be so good that it will make a total stranger reach into her pocket and pull out her credit card and send a payment to you across cyberspace. It sounds tough but when you learn the laws of marketing it is very easy.
The laws of
marketing are always the same. They were the same yesterday, they are the same today. The laws of marketing will be the same tomorrow. The laws of marketing will be the same forever because they are based on human nature and human nature never changes.
Almost everything around us changes over time, but human nature always stays the same. The sales letter writer’s job is to learn what psychological triggers cause people to buy, by learning the laws of human nature.
Headlines Worth Billions
The most important component of your sales letter is the headline. Your headline should have one purpose and one purpose only, to grab the attention of your prospect. A well crafted headline will make your prospect dive deeper into your sales copy.
Here is what the father of marketing, Claude Hopkins, has to say about headlines:
The purpose of headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "Hey there, Bill Jones" to get the right persons attention.
So in an advertisement. What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a headline which will hail those people only.
An owner of an apartment complex called Willow Springs could not rent out his vacant units. He was charging $1,425 per month for the apartments, the average rent for apartments in the area was $650. The Willow Springs apartment complex was far better than any of these $650 a month units.. To make matters worse, the apartment complex was located in a rather remote part of town.
I identified the USP of the apartments which was the large size.
In the print ad for the local apartment guide I used the headline: "Tired Of Paying Too Much Rent For Too Small A Home?"
This simple 11 word headline was a huge success causing an 800% increase in call volume and eventually all the vacant units rented.
Notice the headline follows Claude Hopkins' principle that a headline is created to call only those people who feel their current apartment is too small out of the huge crowd of readers.
The headline writers at the National Inquirer are master marketers. People buy the National Inquirer entirely because of the headlines. People read the articles because they want to know the details that justify such amazing headlines.
A word of warning: do not try and reinvent the wheel. Remember, creativity is not rewarded here. Just grab the time tested headlines created by the world's greatest marketers and alter them to fit your business and your sales will skyrocket.
The key elements of a great headline are:
1) Attention Getting
2) Causes Curiosity
3) Is Specific
4) Makes A Promise
5) States the Offer
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By Lance Jepsen author of
Internet Marketing: Profits That Lie Hidden In Your Website - How To Triple Your Web Sales In 25 Days
