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Always Have a Benefit in a Headline?

by Copydog
9 replies
In the January 5th 2007 issue of Clayton
Makepeace's *Screaming Eagle* magazine,
Tony Flores says:

"One of the reasons Clayton tends to
avoid big benefit headlines today is
this: he knows his prospect is simply
NOT yet prepared for them!"

He goes on to say:

"This is also why putting a big benefit
in your headline can often be
DISASTROUS."

What do YOU think about putting benefits
into headlines?
#benefit #headline
  • Profile picture of the author Steve The Copywriter
    Those were the days…

    When team Makepeace and "The Total Package" were in full swing.

    And every month I waited patiently for the "Screaming Eagle" to fly in from North Carolina.

    All in all (in my humble opinion) the best "how to" copywriting information ever published.


    Steve


    P.S. Apologies I was too busy reminiscing to answer the question.

    But I tend to agree - in a world saturated with non stop advertising...

    Don't put a big shouting, screaming benefit in the headline - because people hate being relentlessly sold to.

    Instead use a dominant emotion fused with curiosity - because people love to buy particularly when they know that you know what they really need and want. Be a trusted advocate not a desperate shoe in the door salesperson.

    The exception could be if your market is deliberately looking for an Ad (if they're searching for benefits there's no great harm in offering them).
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  • Profile picture of the author Alex Cohen
    In offline sales environments Tony's advice may still hold true, but not in online.

    Selling online today is drastically different than it was 10 years ago... the move to video sales letters (VSLs) has changed the landscape.

    In VSLs, headlines are not as important as they used to be... the "pattern interrupt" has taken over as the most important component.

    Alex
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  • Profile picture of the author Copydog
    Steve

    Yes, I too greatly miss Clayton's The Total Package.

    Tony Flores's Desktop Copy Coach, which draws on
    Clayton's wisdom, is my most valued copywriting
    resource.

    And agreed - "All in all (in my humble opinion)
    the best 'how to' copywriting information ever
    published."
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  • Profile picture of the author Copydog
    Alex

    Excuse my ignorance, but where can I find out more about
    the "pattern interrupt" procedure you mention?

    Presumably this is an NLP concept?

    (Will check back tomorrow – I don't work on Sundays.)
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    • Profile picture of the author Alex Cohen
      Originally Posted by Copydog View Post

      Alex

      Excuse my ignorance, but where can I find out more about
      the "pattern interrupt" procedure you mention?

      Presumably this is an NLP concept?

      (Will check back tomorrow - I don't work on Sundays.)
      Various copywriting gurus talk about it. Specifically, I first learned VSL writing from Chris Haddad. These days, Jon Benson seems to be the top guy to learn from. And of course there's Jenny Heckel... she hangs out here and is very sharp.

      Many of the top selling products on Clickbank sell via VSLs. If you're into self teaching, it's a good resource.

      (Go to clickbank.com. Click "affiliate marketplace". Leave the "find products" text box empty and click the search icon. You'll be presented with a list of products for sale ordered by popularity.)

      Alex
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  • Profile picture of the author Steve The Copywriter
    I've never quite understood "pattern interrupts"

    My best guess - to give me a jolt to concentrate on the VSL.

    Or possibly to enthral me with a dash of mystery and intrigue to keep me glued to the screen.

    My reasoning is I've never been "forced" to watch a VSL (sometimes I wish I had been forced not to).

    I'm watching it voluntarily hoping it will illuminate me about the "worlds greatest" whatever before we hit the 29th minute.

    No need to interrupt me too much.


    Steve
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    • Profile picture of the author Alex Cohen
      Originally Posted by Steve The Copywriter View Post

      I've never quite understood "pattern interrupts"

      My best guess - to give me a jolt to concentrate on the VSL.
      Exactly.

      People browsing the web are in a subdued mind state... almost like being in a trance. The pattern interrupt jolts them out of their "slumber" and into an awakened state of mind.

      As an example, check out the current top product (by gravity) on Clickbank. The VSL starts, "We have to amputate you legs. Today."

      http://diabetesdestroyer.com/special/v1/

      Interestingly, the VSL has no headline.

      Alex
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  • Profile picture of the author ewenmack
    Outside Clickbank and video sales letters,
    yet still online, which btw is a bigger market than the other,
    there are 5 key discoveries from 15 years of research.

    You can read the slides to the presentation here...


    This team of behavioral scientists have more data, more stringent testing
    than any organization on the subject, hence the reason I bring it to your attention.

    Best,
    Ewen
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  • Profile picture of the author Copydog
    Ewen

    Thanks for the Marketing Experiments link
    re headlines that work.

    I've gone through it, and their info is excellent.

    Marketing Experiments are a tremendous
    resource for copywriters.
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