Fear of Hype

by Heidi White

Posted: 13 years ago 6 replies

COPY WRITING

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

#fear #hype

AdwordsMogul 13 years ago

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.
- [ 2 ] Thanks
- 1 reply
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- Cam Connor 13 years ago
  
  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.
  
  [ 1 ] Thanks
  
  1 reply
  
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  Ross Bowring 13 years ago
  
  Heidi,
  
  Does your WSO point the reader to secret stashes of high-quality free graphics?
  
  --- Ross
  
  [ 1 ] Thanks
  
  1 reply
  
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  Heidi White 13 years ago
  
  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)
  
  Thanks
  
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WD Mino

13 years ago

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