What is Your Alpha Message? Headline Writing 101!
When you're plotting out a sales letter, you have to communicate your offer with unquestionable clarity in your most consequential message (a.k.a. the headline)...
...Chock full of emotional triggers & benefits!
I call this the ALPHA MESSAGE.
In the absence of your headline instigating a DEEP curiosity about your offer, you're ability to sell is severely hampered...
...And all the wonderful copy you have in the heart of the sales letter will hardly ever be read.
Why do I call it the ALPHA MESSAGE?
Well...
I was reading the Dog Whisperer book by Cesar Millan once upon a time...
...And he talks about being a pack leader.
Your copy has to establish that you're the pack leader of BOTH your market and the audience reading your pitch.
If you fail to assert your leadership in the opening headline (and pre-headline copy), you just flushed your time and investment down the toilet.
So here's what you need to do:
...so your pack leader credibility is heightened as much as your ability-to-write can create!
There's your work.
Cheers!
Mark
P.S. A pack leader is ALWAYS calm. Anything less is considered instability within the pack (a.k.a. your target audience) and they won't take you sincerely. What does that mean in terms of copy? Don't go over-the-top. You don't need to aspire for a headline that tells a cheesy story. Be real. Genuine headlines sell.
P.P.S. The essence of persuasion is confidence. And the key to confidence is knowing what the hell you're talking about! Your headline demonstrates your knowledge, emotional insights/awareness and the ability to LEAD your audience to the conclusion you want them to BELIEVE or accept as TRUTH.
...Chock full of emotional triggers & benefits!
I call this the ALPHA MESSAGE.
In the absence of your headline instigating a DEEP curiosity about your offer, you're ability to sell is severely hampered...
...And all the wonderful copy you have in the heart of the sales letter will hardly ever be read.
Why do I call it the ALPHA MESSAGE?
Well...
I was reading the Dog Whisperer book by Cesar Millan once upon a time...
...And he talks about being a pack leader.
Your copy has to establish that you're the pack leader of BOTH your market and the audience reading your pitch.
If you fail to assert your leadership in the opening headline (and pre-headline copy), you just flushed your time and investment down the toilet.
So here's what you need to do:
- On a piece of paper or a blank Word doc. file, write the most mind-blowing benefits your product or services provides.
- Write down the emotions that you imagine your prospects would FEEL if these benefits came to life.
- Create 10 headlines that blend together these benefits & emotions in a direct call-to-action (so they read your copy.)
...so your pack leader credibility is heightened as much as your ability-to-write can create!
There's your work.
Cheers!
Mark
P.S. A pack leader is ALWAYS calm. Anything less is considered instability within the pack (a.k.a. your target audience) and they won't take you sincerely. What does that mean in terms of copy? Don't go over-the-top. You don't need to aspire for a headline that tells a cheesy story. Be real. Genuine headlines sell.
P.P.S. The essence of persuasion is confidence. And the key to confidence is knowing what the hell you're talking about! Your headline demonstrates your knowledge, emotional insights/awareness and the ability to LEAD your audience to the conclusion you want them to BELIEVE or accept as TRUTH.
Site being revamped.
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