Section 4 From The Dynamic Copy Manual
Dynamic Headlines:
The Headline Is Your Critical First Impression.
How You Pull Him In, Ignite His Interest and…
KEEP Him Reading!
Test after test has proven it – if your reader goes on to read the body copy, it’s because your headline hit a nerve.
In fact, changing JUST the headline – nothing else – can increase a sales letter’s effectiveness 8-15 times. I’m totally serious when I say that …
Headlines are truly POWERFUL, and you can’t EVER afford to skimp on them!
Please don’t fall into the trap that has cost many a copywriter valuable sales – don’t think that you can back up a weak headline with great copy.
Nope, it doesn’t work like that – a strong headline is VITAL to your success.
After all …
What good does fantastic copy do you when your headline’s too weak to draw your readers to it?
The reality is – a headline either works or it doesn’t. And an ineffective headline results in a HUGE loss in sales! Period.
With that in mind, I can tell you with 100% certainty that the number one job of your headline is to … ATTRACT ATTENTION.
Your headline is the first thing people see when they land on your page or open your letter. Just like a newspaper headline helps a reader decide whether or not to read the article, your headline can either pique your readers’ interest … or lose it all together.
In both design and wording, your headline must grab attention and compel the prospect to read the next part of your sales letter.
I want to stress something here, though. Attracting attention DOESN’T mean making a lot of noise and saying any old thing.
You want to be “on message” — you want to INTEREST the reader. So the headline needs to fit with the sales copy and have special meaning for the target audience.
And may I add – regardless of what you might have heard elsewhere …
You CAN start selling the prospect about your product or service right in the headline.
But if you’re going to accomplish this, there’s a certain set of proven guidelines to follow. First and foremost …
Your Headline MUST Be Laser-Focused.
Too often, copywriters try to cram everything into their headline, including the proverbial kitchen sink. While it’s understandably tempting to try to say as much as possible in that first impression, you’ve got to resist it, because …
Instead of attracting more people to read your sales letter – this kind of thing turns them away.
Here’s why …
When you say everything all at once in your headline, it loses focus. It’s hard for your prospect to see what it is you’re really offering. The important ideas get lost in a sea of overwhelming details.
So know your prospect! Choose one idea that your research shows will get his attention – and put ALL your focus on that.
You NEED to narrow down your target to a very specific audience, and make damn sure you’re talking to them – and them alone. Remember how I said you need to focus on that all-important 1% of your target audience that IS going to buy? Apply that idea right here!
Weed out everyone else and don’t give them a second thought — they were NEVER going to buy anyway!
Then once you’ve got your ideas focused, it’s time to get the language of your headline focused, as well. This is because …
Your Headline MUST Be Easy To Understand!
Are we talking as easy as Dick and Jane readers here? Not quite – but you DO want to keep it to around a 5th grade level. But I don’t mean that you should dumb it down. What I’m getting at here is that …
A typical 5th grader should be able pick up your letter, read the headline, and know EXACTLY what you’re talking about.
This is true no matter WHO your target audience is.
I don’t care how educated your prospect is. Even if they’re a Nobel Prize-winning scholar … your ad is only going to work if you’re talking to him in everyday, conversational language.
Keep your headline’s language sounding like what you’d use if you were talking to your prospect face-to-face, otherwise … forget it!
Using big, impressive words or trying to be cute or clever in your wording might be tempting – but don’t do it! It’s been proven over and over … it doesn’t work.
So know exactly what you want to say … and say it in simple, everyday language. When you use comfortable language to help build an immediate connection with your reader, it makes it far easier for you to …
Go Beyond the Big-Promise,
Benefit-Driven Headline.
The goal is to get the prospect to read the rest of your letter – and to spend money, right?
That means it’s CRITICAL you get his or her attention.
Most copywriters believe that the best headline is something that I call the “big promise” or benefit-driven headline.
It goes like this …
You zero in on exactly why people are buying your product – the one big benefit they get. This is a perfect example of why you MUST interview your customers or target audience. They’re the ONLY ones who can tell you why they REALLY buy your product.
So the “big promise” headline focuses on this one key benefit your prospects are looking for.
Now…
I agree – the “big promise” headline CAN be effective. But let’s face it …
People are more jaded now. They’re bombarded with ads all day, every day. Almost everything they see starts off with this benefit-driven type of headline. As a result, it’s a LOT less effective than it used to be. Most benefit-driven headlines just get lost in all of the background noise. Fortunately …
I’ve found other ways to create a very effective headline.
First, let me say…
I don’t think it’s enough to have a one-line headline. Statistics show that you only have 7 seconds to get your prospect’s attention – to get him interested so he’ll keep reading. If you haven’t done it by then, he’s GONE.
This is why I like to use what I call a “Headline Triad” – which is 3 “headlines” grouped together.
If you’ve only got 7 seconds … you want to use that time as best you can and give your reader a compelling reason to keep on reading.
By using three sentences in my Headline Triad, you can go waaaaay beyond a “Big Promise” headline. You can now add some extremely powerful elements—such as curiosity, uniqueness, and my personal favourite … being provocative!
I’ll show you an example of how to use these elements – but first, let’s go over what they are, starting with the simple but effective truth that …
When You Create Curiosity
You Attract Attention.
In a headline I wrote for a naturopathic fertility specialist, I used the phrase, “Cold Uterus, Difficult Cycle and Short Menstruation.”
The terms “difficult cycle” and “short menstruation” are more common with this target audience. They are familiar with them.
But …
On the other hand, “cold uterus” makes the reader wonder “Wow! What is that? Could this be my problem?” It creates curiosity – and hope – to find out more … she’s FORCED to keep reading!
This is admittedly tougher to do when you’re first starting out, so don’t worry if you struggle with it at first. Just remember …
It’s NOT about using curiosity just for curiosity’s sake. It needs to be strategically tied to the target audience’s mindset – and the sale.
Like elsewhere in your copy – if it’s not somehow guiding your prospect towards a purchase … don’t use it.
You might want to check out the
headline I use over at…
www.NewCopySecrets.com
Even look at the “Mini-headlines”
I use over the new videos.
I encourage you to check it out —
take a minute now to jump
Over to the site — especially listen
to the Dr. Beck video…
It is Potent!
www.NewCopySecrets.com
Another great way to draw your readers in is to …
Show Uniqueness…
Readers Will Pay Much More Attention When
You Stand Out From All The Others.
This process begins right in the headline, and it’s a powerful way to get yours readers’ attention. But surprisingly …
Few people use it in their headline!
Thankfully, when you understand the importance of uniqueness, it gives you an invaluable edge over other copywriters. So when you’re putting together your headline, you need to ask yourself …
How can you bring an interesting or unusual piece of info into your headline?
The key is to do it quickly and simply. You don’t want to make a big deal about it or go on and on. Just a quick mention will make your reader think, “Hmmm… That’s interesting!” A little curiosity can go a long way, trust me.
In my headline at www.dynamicresponsemarketing.com I refer to myself as a “Canadian talk show host.” I’ve tested this headline with and without the word “Canadian” and my response is always higher when it’s IN the headline.
Why? It’s unique. Combined with “talk show host” it creates a bit of intrigue and curiosity … ”How does being a talk show host from Canada lend itself to writing effective sales copy?”
In addition to creating curiosity and showing uniqueness, don’t be afraid to …
Be Provocative…
“Challenging” Your Readers — In The Right Way
Can Reap BIG Rewards.
To me, a provocative statement is GOLD – I just love them! Granted, it’s not the easiest thing to use – but when it’s done properly, it’s very powerful.
When I say provocative, I mean …
Something that challenges current beliefs about the subject at hand.
Here’s the key – it’s not enough to just be provocative. You have to make a statement that is somehow related to the problem/solution you are talking about.
It has to make sense to your reader when he gets into the sales letter itself.
This can be as simple as making a provocative statement, using ellipses … and then translating that back to how it’s relevant. Just remember …
The main part of the headline HAS to be about the benefit or problem/solution – but the provocative element will just bump it up and get that attention. That’s really its purpose.
When you’re doing all of this, you’ve got to …
Be Specific…
Vagueness Can Only Confuse Your Readers,
And Cause You To Lose Them.
The more detail you use, the better. It shows you’ve got meat. Use real numbers, describe actual results.
Without specificity, people are less inclined to believe you. They think you’re NOT giving details because you’ve got something to hide, or that your product isn’t nearly as great as you’re making it out to be.
Of course, when I say specificity, I’m not talking about dry facts and figures here … but strategically-placed details that build credibility.
Just to give you a real live example of what I mean …
Check out the headline at my website: http://www.DynamicResponseMarketing.com
Let’s pinpoint some examples from the site where I use specificity:
- Giving an exact number (457%, 2 Secret Strategies, 49 Critical Elements)
- “Website profits” rather than just “profits”
- Not “business owners” but… “online business owners”
With attention spans getting shorter and shorter, our headlines need to say a lot – without being boring. A great way to get maximum use of specificity is to utilize …
The Power Of Three…
Rapidly And Rhythmically Getting Your Ideas
To Your Reader.
Here’s what I mean…
The following headline actually uses two sets of Power of Three (underlined):
“You Too Can Quickly Be Free Of Damaging Life Patterns,
Negative Behaviors and Deep Emotional Blocks, Without
Costly, Difficult, and Ineffective Therapy… Guaranteed!”
See how they let you to say so much more in one sentence than you normally could?
It also creates psychological impact with the use of rhythm. The rhythm makes it more pleasing to the ear — and quicker to read.
Saying more and sounding good gives you a better chance of gaining the reader’s attention.
It’s a quick, specific, and powerful way to make an important point – or rather THREE of them!
When you’re making these important points, you’ve got to be conscious of the language you use. Not only do you want to keep your verbiage clear and easy to understand, but you also want to …
Draw Your Readers’ Attention With
REAL “Power Words.”
Statistics have shown that if you use certain words in your headline – and in your copy – you will have better results. Many copywriters call them “power words”.
Here are a few examples:
Amazing - Secret - Suddenly - Now - Quick - Easy - Free - You - Discover
Announcing - Revolutionary - Breakthrough - Improvement - Introducing - Miracle
Don’t think that I’ve got a problem with using words like quickly, simply, etc. However, I am very careful to not rely on them too much.
My idea of a “power word” is one that grabs attention because of the WAY it’s used.
For example, the word “secret” is a word that is used over and over. When I make use of it — I do it differently. As an adjective, for instance, like Secret Strategies - or - Secret Six.
I consider REAL power words to be little-used or lesser-used descriptive words that say a lot and say it clearly. For example …
Insider - Specialized - Damaging - Negative - Deep.
Can you find one in this example?
How Did I Drag Them Out Of Their
Deep-Rooted Resistance?
Notice the word “deep-rooted” — that one little word says so much. THAT’S a “real” Power word.
(Hint: “Words that Sell” by Richard Bayan is a must-have book for this purpose.)
This all certainly seems like a lot to put into one headline, doesn’t it? Especially when you’ve got to be careful not to jam too much into it! This is why I make use of …
The Headline Triad…
Where You Can Put All These Different, Powerful
Elements Together … WITHOUT Losing Your Reader.
Instead of trying to accomplish everything at once – and risk overloading your headline – you can use THREE headlines. That way, each headline can have its own specific, laser-focused purpose – giving you more opportunities to attract your readers’ attention!
Again, with my headline at www.dynamicresponsemarketing.com
Maximizing Your Website Profits Requires 49
Critical Elements… How Many Are You Missing?
Attention Online Business Owners:
“Dynamic Canadian Talk-Show Host Uses Insider Knowledge,
Specialized Marketing Techniques, and 2 Secret Strategies To
Increase Your Website Profits By As Much as 457%”
These Closely Guarded, Innovative Techniques
Are Proven Effective
And Guaranteed To Dramatically Increase Your Cash Flow
Notice the three separate headlines. Using a Headline Triad like this lets you put so much more into your headline. This is so important because … we want to get the most into those first 7 seconds.
Here’s what you’ll find in this particular example:
Specificity:
457% - backed up with the first testimonial
2 Secret Strategies
“Website Profits” vs. just saying “Profits”
Uniqueness & Curiosity:
“Talk Show Host” – How does that help write copy?
The Power of Three:
“Insider Knowledge, Specialized Marketing Techniques, and 2 Secret Strategies”
Power Words:
Not “Secrets” but “Secret Strategies” – The power of using the word “secret” differently… as an adjective.
Check out the power words I use over at…
Here’s a short coaching exercise for you…
Look at the “Mini-headline” I use over the Dr. Beck video…
Can You Pick out the Power Word?
Be brave : ) email me at shaune@shauneclarke.com with your answer.
A Note On Power Words …
The whole idea of an effective power word is that it’s different - more intriguing to the reader. He understands that there is a benefit for him. Yet it’s got so much more dimension than merely hitting him over the head with the benefits.
We explore how to find the right Power Words for your target audience in the 13 Steps To Dynamic Response Copy. This is described in detail in section 17 – Mastery for Serious Copywriters.
Once you’ve gotten all of these different elements together …
How Do You Know When You’ve
Got The “Perfect” Headline?
Now, I’m not offering a rigid way of doing things here … because eventually you’ll develop your own system for producing stellar headlines.
But be prepared to put a LOT of time into this.
It’s the #1 most important part of your sales letter.
If it doesn’t do its job … GAME OVER.
Top copywriters spend a large percentage of their time on the headline. They’ll crank out 50 headlines or more before finding THE ONE.
Some will work on it right at the beginning because it sets the tone and direction of the body copy. Others address the headline last — once everything else is written out.
Not only that — seasoned pros know you need 2-3 headlines to test. Here’s why …
You may think you know which headline is best –but it doesn’t matter what YOU think.
Getting the BEST response is the name of the game here … and the only way to know is by testing.
Seriously!
Sometimes even changing one or two words in a headline can double – or TRIPLE the response rate. It’s been known to happen!
Once you’ve narrowed it down to two or three headlines, here are some questions that will help find any weaknesses they might have …
- Have I told my prospect what he or she will be reading in my ad?
- Is it believable?
- Does it make him or her want to read it NOW?
- Have I focused on the prospect and WIIFM - instead of focusing on
business/product? - Is it laser-focused on a specific TA ?
- Is it interesting or curiosity provoking?
- Is it clear, to the point, easy to understand?
- Is it written in my TA’s language?
- Am I talking in the 1st person and in the present tense?
- Does it show uniqueness?
If you can answer yes to all of these … you’ve done all you can do. The only way to know FOR SURE which one is best is to put them out there and start testing. Before we move on …
One Final Point — Avoid clichés in headlines.
Hopefully, I’ve given you enough to work with here to create unique headlines and tailor them to your target audience.
But sometimes – in an effort to be conversational in copy – we might fall into the cliché trap. By that I mean using trendy words or terms that are overused.
Chances are the trendiness disappeared awhile back—so I wouldn’t risk losing readers by sounding out of sync or contrived. In the end, it just looks like you’re trying too hard.
I Could Continue Forever About What
Makes A Good Headline But …
Now it’s time to try your hand at it. The best teacher, after all, is experience. Before you start, just make sure you know the answers to these questions:
- Who is my prospect?
- What am I offering him or her?
- Do I know the product or service well? Enough that I could give at least a 10 minute talk about it off the top of my head?
- Why would he or she want this? (WIIFM) How will it change his or her life?
What do I want my prospect to feel?
And here’s a BIG Tip …
Start building your own swipe file of great headlines – the ones that catch your eye and persuade you to read a sales letter/ad.
Take time to study these headlines on a regular basis. Write them out by hand. When you do this, the words and rhythm make an impression in your subconscious. You’ll get a sense of what a powerful headline “feels” like.
Dare I say…
The best way (I say it’s the only way) to really master the art of crafting potent headlines and headline triads is to be coached. In every coaching group I do I hear over and over again…
I wouldn’t have seen that if you hadn’t “Made Me” see it.
I just don’t think it’s possible to “really get it” through reading manuals – listening to CD’s — or even watching DVD’s. It’s a great start but it just won’t do it.
Here’s why…
We all bring pro’s and con’s to our copy
And without someone there, watching you…
seeing what you do well – seeing what you’re not seeing
and then effectively guiding and testing you…
there just always something “not quite right”…
a missing key to you becoming the
best copywriter you can be.
I know you can feel it – that uncertainty – that says – “Am I doing this right?”
IDon’t fret — we all feel it – until we really “get it.”
IFrom what I’ve seen – there’s two paths to really understanding dynamic copy…
IYou can persevere for 2 – 5 years spending waaaay more than you earn or…
You can see copywriting as a “real business”
Finally decide to “do it” — Make the investment…
And get properly coached!!
Please consider my offer for a FREE 30-minute coaching session.
Guaranteed you’ll “feel the difference” and realize…
You Simply CAN’T Know What You DON’T Know…
www.NewCopySecrets.com
Let me know your throught below…
-Shaune
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