Fear of Hype

Heidi White · 08-03-2011, 05:06 PM

Ya'll heard of Fear of Flying, Fear of Success, or Fear of High Places?

Well - I'm thinking I might have a Fear of Hype.

I'm getting ready to launch my first series of WSO's which are all hype free internet guides for newbies - with plenty of useful resources and information for more seasoned warriors.

Problem is, when I research the WSO section as well as WSO Plus, I only see Headlines or Titles with Plenty of Hype - if not OVER THE TOP HYPE - getting all the sales. The more boring or normal the headline, the more likely it seems to not get to the 100+ sales mark.

Here the the two headlines I currently am considering for my WSO Launch

The first headlines tells you what the ebook is about:

"How to Find Great Graphics for Your Websites and eProducts without Needing a Get Out of Jail Free Card"

The second does not: (or does it?)

Go Directly To Jail Unless You Read This Report

As copywriters - I know you folks are always preaching about the importance of a good headline.

Is a headline like the first one destined to kill my launch?

Would the second improve my sales, but be too over the top and cause negative reaction?

I think I have a Fear of Hype.

Any advice - I'd appreciate it.

Heidi White

AdwordsMogul · 08-03-2011, 05:17 PM

The second headline will probably create some curiosity. However, getting ATTENTION is just the first piece of the puzzle. In addition, you will need to be creative with how you open your copy, so that it transitions smoothly.

In your case, this headline is not the best option (the first one is too complicated as well)

In order to keep things simple:

Your headline should grab attention ( here is the key) of your best prospect.

What do your customers want? A way to find cheap/free graphics? What do these people react to the most?

Keep in mind that many of us write tens of headlines, and choose the best ones for split testing.

In the beginning forget about hype.

Write out, in a sentence or two what the end results of applying your stuff are. Once you have extracted the essence, you will find it easier to write the rest of your copy.

Hype works not by SHOUTING and WAVING HANDS, but by grabbing attention, creating curiosity, and pushing the right emotional buttons.

Cam Connor · 08-03-2011, 07:25 PM

Heidi,

Sort of like what Adwords said, the second headline will get you plenty of attention, but the people who read it will have NO idea what it is you're offering... The other headline is better, but it sounds a bit weird, and it needs rewording... I don't understand the whole get out of jail free card thing, what's the point?

Anyways, make an exciting headline that grabs attention, explains your bottom-line benefit in an interesting way, AND entices the reader to do what they do best, keep reading.

Ross Bowring · 08-04-2011, 11:12 AM

Heidi,

Does your WSO point the reader to secret stashes of high-quality free graphics?

--- Ross

WD Mino · 08-04-2011, 12:06 PM

Heidi,
Neither of them are that great.
try something that grabs them and makes them want to read more.
Maybe something like.

"Quiet marketing genius finally reveals her secret stash of cash sucking graphics"

As for the hype I had that fear but here is the thing. If your product is a great product and you know it will solve the problems people are facing you just put it to them in a way they understand they have to get it now

-WD

Heidi White · 08-04-2011, 12:36 PM

Quote:

Originally Posted by Ross Bowring

Heidi,

Does your WSO point the reader to secret stashes of high-quality free graphics?

--- Ross

Perhaps

I've got a monster list of resources that took hours and hours of research to find and compile.

But Secret ? - I don't know....

(See - I can't even answer a question without fear of hype! LOL)

Heidi White · 08-04-2011, 12:40 PM

Quote:

Originally Posted by WD Mino

Heidi,
Neither of them are that great.
try something that grabs them and makes them want to read more.
Maybe something like.

"Quiet marketing genius finally reveals her secret stash of cash sucking graphics"

As for the hype I had that fear but here is the thing. If your product is a great product and you know it will solve the problems people are facing you just put it to them in a way they understand they have to get it now

-WD

Quiet - LOL - If my husband ever saw that - he'd be Gobsmacked AND
Rolling on the Ground Laughing His Ass Off!

08-03-2011, 05:06 PM	#1
Heidi White Advanced Warrior War Room Member Join Date: Dec 2009 Location: Down by the sea... Posts: 845 Blog Entries: 6 Thanks: 442 Thanked 119 Times in 91 Posts Contact Info	Fear of Hype Ya'll heard of Fear of Flying, Fear of Success, or Fear of High Places? Well - I'm thinking I might have a Fear of Hype. I'm getting ready to launch my first series of WSO's which are all hype free internet guides for newbies - with plenty of useful resources and information for more seasoned warriors. Problem is, when I research the WSO section as well as WSO Plus, I only see Headlines or Titles with Plenty of Hype - if not OVER THE TOP HYPE - getting all the sales. The more boring or normal the headline, the more likely it seems to not get to the 100+ sales mark. Here the the two headlines I currently am considering for my WSO Launch The first headlines tells you what the ebook is about: "How to Find Great Graphics for Your Websites and eProducts without Needing a Get Out of Jail Free Card" The second does not: (or does it?) Go Directly To Jail Unless You Read This Report As copywriters - I know you folks are always preaching about the importance of a good headline. Is a headline like the first one destined to kill my launch? Would the second improve my sales, but be too over the top and cause negative reaction? I think I have a Fear of Hype. Any advice - I'd appreciate it. Heidi White
	THE WSO SHOW (Free No Opt-In Rebroadcasts)

08-03-2011, 05:17 PM	#2
AdwordsMogul Still... War Room Member Join Date: Jan 2011 Location: United Kingdom Posts: 1,007 Thanks: 379 Thanked 421 Times in 206 Posts	Re: Fear of Hype The second headline will probably create some curiosity. However, getting ATTENTION is just the first piece of the puzzle. In addition, you will need to be creative with how you open your copy, so that it transitions smoothly. In your case, this headline is not the best option (the first one is too complicated as well) In order to keep things simple: Your headline should grab attention ( here is the key) of your best prospect. What do your customers want? A way to find cheap/free graphics? What do these people react to the most? Keep in mind that many of us write tens of headlines, and choose the best ones for split testing. In the beginning forget about hype. Write out, in a sentence or two what the end results of applying your stuff are. Once you have extracted the essence, you will find it easier to write the rest of your copy. Hype works not by SHOUTING and WAVING HANDS, but by grabbing attention, creating curiosity, and pushing the right emotional buttons.
	"No, the CEO is over there. I'm just the guy who pays him." Jean Paul a.k.a The Mogul

08-03-2011, 07:25 PM	#3
Cam Connor Insane Links War Room Member Join Date: May 2011 Location: The U.S.A Posts: 527 Thanks: 332 Thanked 99 Times in 73 Posts Contact Info	Re: Fear of Hype Heidi, Sort of like what Adwords said, the second headline will get you plenty of attention, but the people who read it will have NO idea what it is you're offering... The other headline is better, but it sounds a bit weird, and it needs rewording... I don't understand the whole get out of jail free card thing, what's the point? Anyways, make an exciting headline that grabs attention, explains your bottom-line benefit in an interesting way, AND entices the reader to do what they do best, keep reading.
	"I am the happiest man alive. I have that in me that can convert poverty to riches, adversity to prosperity, and I am more invulnerable than Archilles; Fortune hath not one place to hit me." -Sir Thomas Browne

08-04-2011, 11:12 AM	#4
Ross Bowring Cash Creating Copywriter War Room Member Join Date: Feb 2007 Location: Philadelphia, USA Posts: 722 Thanks: 589 Thanked 637 Times in 220 Posts Social Networking	Re: Fear of Hype Heidi, Does your WSO point the reader to secret stashes of high-quality free graphics? --- Ross
	PLUS... X-Rated Copywriting Secrets EXPOSED.

08-04-2011, 12:06 PM	#5
WD Mino Expert Product Creator War Room Member Join Date: Oct 2009 Location: Home Posts: 1,777 Blog Entries: 7 Thanks: 979 Thanked 624 Times in 405 Posts Social Networking Contact Info	Re: Fear of Hype Heidi, Neither of them are that great. try something that grabs them and makes them want to read more. Maybe something like. "Quiet marketing genius finally reveals her secret stash of cash sucking graphics" As for the hype I had that fear but here is the thing. If your product is a great product and you know it will solve the problems people are facing you just put it to them in a way they understand they have to get it now -WD
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