David Ogilvy said, “On average, five times as many people read the headline as read the body copy. When you have written the headline, you have spent 80 pence of your pound. If you haven’t done some selling in your headline, you have wasted 80 percent of your client’s money”.
And, what if it’s not a client you’re writing copy for and it’s your own for your own products and services? Well, you’ve just shuttled 80 percent of YOUR own money down the toilet.
And what about that other great, John Caples? Here’s what he has to say about headlines. In a print ad or sales letter, 75 percent of the buying decisions are made at the headline alone.
There are various ways, techniques, methods which are aimed at creating better headlines. You may be using some of them yourself. However, if you would like to create such compelling, such irresistible, such can’t turn away from headlines, then this article contains a simple little technique that could work for you also.
And, the key to this headline system revolves around a simple little question. That question being, “Can your headline wake me from my snooze at any time?”
Of course, I’m not saying that one has to be asleep for 24 hours in order to be woken up for this headline test to be effective. No, what I’m saying is that most people are snoozing through life anyway.
What then, can we write to your prospects that’ll pierce the snooze barrier most of them are in?
Okay, say you want to sell website hosting, domain name registration and all services to do with creating a web presence, how can we melt through the clutter in the marketplace that’ll shake a person to their core, getting them wanting to read more about our services and goods?
Well, considering that the market is crowded, confusing, and has attracted a whole bunch of wild west cowboys looking to cash in to the booming nature of the Internet… that too by preying on the uninitiated and the ignorant, there’s a huge number of punters who’ll get burnt or get hooked up with the wrong provider causing them endless hassles down the road.
As you can see, there’s a hell of a task to get those people who we’re looking to attract, to raise their hands and choose us through the Internet minefield and… through their own mental minefield!
Though, that’s why we’ll be rather more successful than all those other contenders vying for the same market we are. And let me stress that although the headline is the key that’ll turn the lock and let in the flow of potential customers and buyers, it’s taking care of the flow once they’re in through the door that ultimately decides what the level of fortune we’ll get.
Let’s see then what’ll crash through all the noise, hype, and simply bad marketing out there.
“123,456 Aspiring Online Business Owners Turned Away from Their Scheming ISP’s in 2006 and Went Elsewhere. How About You?”
“What Every Online Entrepreneur In Waiting Ought to Know About Electronic Highway Bandits and How You Too Could Sink a Fortune in Shoddy Internet Service Providers”
And what about…
“Can You Handle The Stomach Churning Hell And The Sweat Drenching Disbelief Vibrating Throughout Your Body When You’ve Been Told ‘Sorry, your ISP and Hosting Company has Just Gone Bust!'”
As you can see, these headlines aren’t the same run-of-the-mill ones that you’ll find churned out by most ISPs. There’s lots of emotional aspects to these headlines – and that’s what you want to concentrate on – the emotions of your prospects.
I’m not saying that you have to twist and manipulate the minds of your target audience. What I am saying is that you tap into their existing emotions and you answer the solutions to their hot fever problems.
Do you think these headlines pass the “Wake me up from my snooze at any time” headline test? I’ll leave that one to you to decide.
Why not now make a commitment and take all your upcoming promotions, and, if you really want to get good at this, take all your (or other marketing letters and promotions), and see if you can’t create similar, reader style headlines.