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Module Three

CREATING THE PERFECT HEADLINE

People scan things quickly. They come into contact with so many advertisements each day that they can’t possibly read each one. This is why you have to make sure that your advertisement actually grabs and keeps their attention.

What makes you different? Unique? What do you have that no one else does? This is the kind of thing you’re looking for.

You do that with an effective headline.

The greatest advertising man in history, David Ogilvy, said “On 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 Rand.” The question you need to ask is “Who are your trying to attract? What would get their attention?”

Great headlines come in many forms.

Ogilvy once remarked that he would write an advertisement in three hours and then take three weeks to come up with the headline.

Approximately three years ago, I did a course on “Constructing the best headline”. Ever since this has intrigued me, and I did even more research on how you pull your prospect into your copy. But, Sabri Suby's book, SELL LIKE CRAZY hit a home run on this topic.

Let me share his story…

In 1982, Naura Heyden released a book called Astro-Logical Love. Looking at the cover, what do you think this book is about?

Does it grab you and demand your attention? Is it clear and specific as to what you'll learn?

Well, when they print a book, the first run is typically 5 000 books, and most books don't sell out their first run.

This book also didn't sell out in the initial 5 000. In fact, it sold only 2 000 copies. So Hayden sold the rest of her books to discount book stores and flea marketers who sell books for 99 cents.

It was there that a New York publisher stumbled across the book, bought it, read it, and thought. “This is a great book about how to seduce women.”He called Naura Hayden and bought the rights to the book and republished it.

He didn't change one word inside the book. Exactly the same book… The product was the same.

But he changed the title to this:

How to Satisfy a Woman Every Time… and Have Her Beg for More!

Which book would you rather read if you were in the market for that type of book? Well, the result was 2.3 million books sold in the first 18 months! It became a massive cultural phenomenon and a New York Times #1 seller.

Same book, same content, just a different title. (The cover design was terrible, and yes it could have been better.) But it wasn't the picture on the cover that made the difference. It was the title, and more specifically the offer in the title that changed. And that was an offer that someone actually wanted.

The take-away for you is simple and clear.

Writing the perfect headline is a process. Don’t expect to have it perfect the first time around. It can take as much as 20 attempts to get the ideal headline.

However, if you come up with a unique header, it will attract leads like a vacuum cleaner on steroids.

You only have a couple of seconds to grab your prospects' attention, we live in a fast paced world. People are bombarded with advertising, making it ever important to have your Headline stand out.

It is not enough to only get their attention and try to sell the benefits of your offer. You need to get their attention and have them burning with curiosity.

People who write copy and craft headlines and ads for a living are called copywriters.

Which publications have the highest-paid copywriters? You might think it’s a huge advertising agency, or maybe Coca-Cola, but you’d be wrong.

The answer is gossip magazines and newspaper publications.

HEADLINE GENERATOR

This is a easy to use tool, but only use it to gather ideas, you know your clients' and work around that

LET US BREAK IT DOWN IN SECTIONS

SELF-INTEREST

Use the comments and concerns you discovered in Module 1 – Do you truly know your client?

Make sure you speak to your audience in the same language as the questions they are asking.
Address how your product or service will fill the gap.
Self-interest: richer, happier, stronger, sexier

USE OF NUMBERS

Numbers play a huge part in a heading. It lets your prospect know how long it will take to read and how long it will take to achieve their objective. Look at the magazine covers again, see how they use numbers in their headlines.

Shocking report reveals 5 things you must know about X

7 Things no financial planner would tell you

CREATE CURIOSITY

Emotion words to create curiosity or intrigue

Use words like, Must, Alarming, Shocking, Exposed, Revealed, Secret.

Can also add 'even if you don't”

6 Secrets to lose weight, even if you don't change your diet.

Tedious Headlines

7 Things to know about financial planning

Irresistible Headline

7 Alarming things you must know before hiring a financial planner (#3 will blow your mind)

How to meet men

Make him beg to be your boyfriend in 6 simple steps

5 Facts about web design

5 Money murdering mistakes that no web designer would dare to tell you

This might sound a bit extreme, but the thing is, average headlines is wastes money and time. You need to say more than what your competitors are saying if you want to cut through the noise.

When you connect with your audience this way, you'll resonate on a far more influential level.

Just keep in mind when designing your perfect headline, you must deliver to your promise. There must be a connection between grabbing attention and rewarding attention.