The headline genie who grants prospects´ wishes

friday, 26 august of 2011

The headline genie who grants prospects' wishes

by Tom Trush

With proper preparation, today's copywriting tip won't take you long to learn or incorporate into your next marketing piece.

What I'm about to reveal is the easiest way to write powerful headlines that capture attention and keep prospects reading your marketing materials.

But first we must lay some groundwork by identifying your target prospects. So who is your market? What are their ages and gender? What is their income level?

Also, what are their biggest concerns, emotions and needs? And what information or help do they need to deal with them?

Once you understand the answers to these questions, you're ready to perform some genie magic. So begin by envisioning yourself having a face-to-face conversation with your ideal prospect.

Now, just like the genie who appears from Aladdin's lamp, imagine telling that prospect you can grant any wish related to your business.

Here's what you might say:

"If I could use my legal services to grant you one wish, what would it be?"

Your prospect's response is what is sometimes labeled a "hidden benefit."

Ted Nicholas, a legendary copywriter, recently revealed he used this same strategy to sell more than 200,000 copies of his book, "How to Form Your Own Corporation Without a Lawyer for Under $75."

His headline read ...

The Ultimate Tax Shelter

I recently used this technique to come up with a headline for an IT staffing services company ...

Get the Guaranteed Best IT Professionals Whenever You Need Them

Easy stuff, right?

Once you have your "hidden benefit," make sure it's the first copy your prospects see when reading your marketing materials.


© Trey Ryder

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