Touch on the key issues in your prospect’s life. Use picture words that trigger strong mental images and tug at your reader’s desires. Add feeling to your message and give your audience the solutions they’ve long sought.
Touch on the key issues in your prospect’s life. Use picture words that trigger strong mental images and tug at your reader’s desires. Add feeling to your message and give your audience the solutions they’ve long sought.
There is nothing more seductive and more appealing to your prospect than a few powerful words that immediately trigger positive, pleasurable feelings. Desire is a powerful force that can work in your favor. But it first needs to be unleashed. It’s your challenge to awaken the sleeping giant and present a scenario of possibility. If your prospect can see it as a possibility, it creates a feeling of confidence that he can achieve it too. But you need to paint the picture first to offer hope and inspiration.
What are your prospect’s hot buttons? What does he really desire? How does that make him feel? How can you ignite these happy feelings in your headline?
Using emotion in your headlines means painting a more provocative and appealing picture. Express your benefits in vivid color. Allow your prospect to experience temporary ownership of the actual benefits. Describe it clearly in graphic detail. Allow your prospect to instantly make the transition from where he is in reality, to wherever it is he’d prefer to be.
Here’s an example of an ‘everyday’ headline:
“Sport Fishing Made Easy”
Now here’s a headline for what could actually be an identical product – but this one has been brought to life in Technicolor with an infusion of emotion:
“5-Time Derby Champ Reveals 7 Simple Secrets To Landing Huge ‘Trophy’ Fish And Big Cash Prizes In Any Contest!”
The best way to write powerful, emotionally charged headlines is to get yourself prepared mentally. Get psyched up first. Know that you have something to offer that can change the prospect’s life in some way. Get clear about the benefits in your own mind… and get passionate about your offer. Inject enthusiasm and drama into your word compilations. Write as though you have the ultimate answer to your prospect’s plight. Do whatever it takes to get your prospect closer to the magical results he yearns for.
Avoid Losing The Sale For Blasting Your Profit
Address every issue that could be a concern. Begin with a list of every reason why a prospect doesn’t buy. He may want it, need it, even crave it -- and be quite capable of paying your price. Yet still, he doesn’t buy. So you need to go deeper to discover all possible obstacles that may be preventing sales.
How To Utilize A Postscript For Maximum Effectiveness
As an early read, the P.S. works to compel the prospects to delve deep into your letter. As a wrap up to your pitch, it’s a driving force in motivating prospects to click through to the order page immediately.
How To Make A Good Headline Even Stronger
Guarantees, added incentives and, definite deadlines give an added sense of urgency and importance to your headline. A guarantee offers immediate backup for any claim stated previously. You still need to prove it, but the fact that the promise is ‘guaranteed’ adds power and significance to the message of the headline.
