Discover the simple 2-step formula that’s behind EVERY winning headline. In addition, I’m going to give you 3 proven headline templates that you can model and steal as your own.
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And one of the keys to my success was focusing on copywriting. If you struggle to communicate your message clearly to your audience, then it simply doesn’t matter what marketing strategies you use.
Everything you do relies on persuasion.
And headlines are the key of grabbing attention in an overwhelmed world.
David Ogilvy, in Confessions of an Advertising Man, said
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
He wrote that over 55 years ago. We’re living in a much faster paced world now. How much more important is it today?
Your headline can account for up to 80% of the results!
Don’t you owe it to yourself and your audience to create better headlines and do it faster?
And I’m going to give you the formula right now that’s behind every winning headline.
Once I share this, you’re going to say it’s too simple.
But be honest. Think about headlines that have grabbed your attention. They will have met these two qualifications.
Here’s the formula which I first heard from Gary Bencenvenga.
Interest = Benefit + Curiosity
There’s a benefit. There’s some form of self-interest. W I I FM – What’s In It For Me.
But a benefit alone isn’t enough. If all I tell you is what I can do for you, you immediately become suspicious. You’ve been let down before.
You also have to appeal to Curiosity.
Curiosity is often even more powerful than the benefit itself.
You hear an interesting story, and you have to know more.
It’s simply hard to ignore. You might even read a story you’re not fully interested in, because the story had so much curiosity behind it.
Here’s a famous headline from John Carlton.
Amazing Secret Discovered By One Legged Golfer Adds 50 Yards to Your Drives, Eliminates Hooks And Slices…And Can Slash Up to 10 Strokes From Your Game Almost Overnight!
How could you see that headline, and not desperately want to know more about the one-legged golfer?
And the actual ad copy paid off on the headline. The swing technique he was describing was discovered after watching the swing and balance of a one-legged golfer and then applying it other students.
Curiosity is such a powerful motivator that we often refer to some news headlines as Clickbait headlines.
You see the title of the article, and you have to click it to find out more, even if you’re not interested in the subject.
Combine a Benefit plus Curiosity to create a powerful one-two punch in your headlines.
Here’s one of my website headlines that has performed for years.
Multiply Your profits in 7 Days or Less In Any Market By Modeling my Proven Collection of Million Dollar Emails.
Obviously the benefit in this headline is you can multiply your profits in 7 days or less in any market.
The curiosity is the mechanism, how you accomplish the benefit.
By Modeling my proven collection of million dollar emails.
If you were interested in earning more from email, would you want to know more about how you could model my collection of million dollar emails?
Here’s another one of my headlines:
7 Unique Ways to Create Profitable Emails Even If You’re Not a Writer.
Again the benefit is create profitable emails.
The curiosity is these are 7 ‘unique’ ways and they work even if you’re not a writer.