3 TARGETED HEADLINE techniques!
Posted on May 22nd, 2008 | by Nick Grinberg |In the previous episode…
Hello fellow young entrepreneurs! In the last post, we talked about exactly why the headline of your copy is so important. If you missed it, well you might as well just click “Back” right now (only kidding!…Find it here!).
Basically, after having talked a lot of theory about WHY headlines are so important, we are now going to take an example product and show 3 different techniques to write a good headline for it.
The test subject
“How to Write Your Bestseller in 10 weeks” by the lovely Leela Cosgrove will be my guinea pig product (thank you for your bravery Leela!). This book gives you an easy-to-follow, 10 week framework to become the AUTHOR of your very own information product and then SELL IT - The complete formula for earning a kick-ass residual income (Im already talking benefits!).
I’m going to introduce 3 potential target demographics for this product, and write a headline for each using the “What’s In It For Me (WIIFM)” principle. This involves really thinking about how you can connect with the demographic and positively contribute to their life…to the point where they stop…and PAY ATTENTION to your copy!
The DEAL-SEALERS!
The 3 Target Demographics - Small business owners, Industry Experts and Online Entrepreneurs.
Small Business Owners
| “Tired of working long hours for the business? Read how you can earn thousands of dollars whilst playing golf, shopping or taking a nap!” |
WIIFM - A lot of small business owners invest a LOT of time into the daily shenanigans of their work. The benefit of not trading time for money is accentuated here intriguing them to read on. The technique leverages the immortal marketing principle of CURIOSITY to keep the reader going.
Headline Template - Tired of [blank negative]. Read how you can [material benefit] whilst playing golf, shopping or taking a nap!
Online Entrepreneurs
| “How I went from almost closing my business to thousands of dollars in revenue - in only a few weeks!” (This one is pinched right from Leela!) |
WIIFM - Online entrepreneurs are a very RESULTS-FOCUSED group of people. Leveraging REAL results is a fantastic attention grabber, as they are more likely to see through the hype - Not to mention this headline also subtly implies that a story is coming in the body text (we all subconsciously LOVE stories).
Headline Template - How I went from [negative outcome] to [positive outcome] - in only [timeframe]!
Industry Experts
| You have knowledge that could benefit other people (and make you thousands of dollars at the same time)! Read on to find out how YOU can be the ‘go-to’ person in your industry. |
WIIFM - All people love being asked their opinion and having that viewed as a source of authority. This headline affirms that the reader CAN make a contribution, and states 2 explicit benefits as a result of this.
Headline Template - You have the [good character trait] that could benefit other people (and [material benefit] at the same time)! Read on to find out how [status benefit]
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