If you want to write great sales letter headers that stop their ideal prospects from reading them, so you read the other copies and buy them very much, then this post is one of the most important things I've ever read.
Is it the most important part of the sales letter?
The Bullets?
Recommendations?
Close?
No, no and no. Instead, the sales letter headline.
Now I know what you think …
How can the headline be as small as the single most important thing in the full copy?
Well, look at
No matter how good your offer is, what tempting story you write, how strong your opinion is if no one reads the copy.
So the first "victory" you need to get when making a copy is the ability to actually read it.
Doing this through the headline.
So far with me?
Good. Moving on.
Now that you write a great sales letter address?
Well, what most people do:
The history of the biggest headlines is compiled.
So far good.
The topic is to literally push words instead of encouraging headers to write their own headers.
Just add and subtract a few words here and there, so it applies to your own product or market. And that's it.
You may think you are smart.
Once worked, it works again, right?
Well, not so fast.
You see, there is a reason why the header worked well. And it comes down:
The writers who wrote them knew that their market was outside.
In particular, two things are known:
1) How the market knows their product.
(This includes what the product did, the mechanisms assumed, and how much the problem or desire was fulfilled.)
2) How did they know their market with any problems or wishes at the time.
In his book "Breakthrough Advertising", one of the most prominent lyricists, Eugene Schwartz, called this "state of consciousness in the market".
And he said he had to write his headline on the CURRENT consciousness of the market.
If not, the sales letter headline will not come home with your prospects …
It will jump …
And those who and # 39. Purchased from you, not read the other copies.
Which would be the royal pain on the back, right?
In any case, there are 5 different states of consciousness that one must know .
These are:
Stage 1: Your prospect knows the product and wants it, but it just didn't get it to buy it.
Section 2: Your prospect knows the product, but you don't want to buy it yet.
Stage 3: The outlook doesn't know the product, but is aware of the desire that the product performs.
Section 4: Your prospect is not familiar with the product, although there is a need that needs to be met.
Section 5: Your outlook is not familiar with the product and you do not know why you need it for your product.
Look at
KNOWS at which stage of consciousness your prospect is at the moment.
Why?
Because each section has to use a different headline formula.
What are these formulas? Let me tell you …
Stage 1: Our prospects know the product and want it, but they haven't got the purchase yet.
It's simple.
All you have to do is enter your product name and a good price in your address bar.
At this stage of consciousness, people will buy.
For example, everyone knows what the iPhone is. And there are millions of people who want it, but haven't bought it yet.
If iPhone wrote a headline that is as simple as:
"iPhone (whatever the latest model): Now available at half price," people would get into it.
Most importantly, most products are not in this category. And if not, this kind of header will be worse than after ten squats.
In this nice thought, go on …
Section 2: Your prospect knows the product, but you don't want to buy it yet.
Things are a bit more complicated now
But not much more.
Here you only need to confirm your headline in one of the following 7 methods:
1) You must strengthen your prospects to contribute to the output of your product.
2) Sharpen your product's image during the action, taking into account your prospects.
David Ogilvy's famous Rolls-Royce & # 39; the ad headline is a great example:
"At 60 mph, the loudest sound of the new Rolls-Royce comes from the electric clock."
Now you can imagine driving a Rolls-Royce smooth, right?
Wonderful pictures.
3) SPECIFIC RELATED AND HOW TO USE YOUR PRODUCT.
For example, he never bothered Netflix.
As long as I traveled to Thailand and wanted to watch some movies in my downtime.
I didn't think I'd be able to get Netflix on my phone.
But what? I saw a header saying I had a Netflix mobile application and I could broadcast movies from anywhere in the world.
Of course, then I signed up because I was no longer restricted to watching movies in England in my bedroom – I could watch them anytime anywhere in the world.
4) Emphasizes new documentation or evidence that supports product quality / efficiency.
5) Provide a new mechanism in the product that "performs better" than before.
6) Enter a new mechanism in the product that will overcome a previous restriction.
For example, if there was a new ingredient in a beer that prevented hangover, this company would be foolish not to mention it in its headline!
7) Finally, you may want to change your product image to remove it from the competition and / or enter a new market.
Lucozade did this.
It used to be a drink when he was sick. Then it was put back into an energy drink that can be daily.
Genius.
Better, this Phase 2 is on the scale of consciousness.
Go to Stage 3 …
Section 3: The outlook doesn't know the product, but is aware of the desire that the product performs.
Remember this
If your prospect does not know the product yet and you do not know what to do with it, do not mention it in the title bar.
Do You Have It?
Good.
Instead of starting with DESIRE with which you have a look.
Your body must prove that desire is feasible.
Finally, you need to show them that your product is the best / only way to fulfill that desire.
Next.
Section 4: Your prospect is not familiar with the product, although there is a need that needs to be met.
This is similar to step 3, so we won't spend too much on this.
Here you want to name the need and / or its solution in your address bar.
Then you want to really rub the salt into the wound by recognizing your prospects for how badly you need to solve your need.
And as before, it presents the product as a solution.
Section 5: Your outlook is not familiar with the product and you do not know why you need it for your product.
That's exactly where the best copywriter is looking for money.
If the sales letter headline can appeal to people in this category, you must sell more tons and pay more money in your bank.
The thing is, how are you doing?
Well, as you might have guessed, you can't mention the product.
You can't even mention desire – they don't know about it yet.
Price? Definitely no. The price is not relevant at this stage.
So what are you doing?
Let's start (drumroll please) …
THE MARKET!
Yes, when we manage a market in the fifth stage of consciousness, you must first call the market to identify with your ad.
If they are not identified, they will not read. Fact.
Then, after identifying your ad through the headline, the main organ will:
First, be aware of the problem or desire.
We then recognize whether there is a solution.
Finally, as before, make sure you see your product as an obvious solution.
In any case, it can darken. He was sure of me.
You have to do a lot.
But if you can hear this documentary alone, your copy will be more than 90% of your competitors.
Makes more money for you.
Source by Tom Andrews