5 Principles of Effective Headlines

9 years ago

Thanks Joe, very good 5 points, and what they GET coupled with "current motivation" mirrors the concept of the PictoGrigm of Persuasion.

Probably TIMING is the most overlooked part of the process by the copywriter. Some times, it is when the promotion is intersected with.

gjabiz

PS. www.gjabiz.com/pop.html to see the PictoGrigm of Persuasion.

Thanks
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davedemille

9 years ago

Originally Posted by gjabiz

Thanks Joe, very good 5 points, and what they GET coupled with "current motivation" mirrors the concept of the PictoGrigm of Persuasion.

Probably TIMING is the most overlooked part of the process by the copywriter. Some times, it is when the promotion is intersected with.

gjabiz

PS. PictoGrigm of Remote Persuasion to see the PictoGrigm of Persuasion.

Is there an article of the PictoGrigm somewhere? I can't read that. Thanks.

Thanks
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gjabiz

9 years ago

Originally Posted by davedemille

Is there an article of the PictoGrigm somewhere? I can't read that. Thanks.

If it is too big, use Ctrl- to make it smaller.

Here is a brief explanation.

Your target, the right side, lives in their own world, in a bubble of preoccupation.

You on the left, live in your own world. You are separated by a "curtain" or veil,
of distance, so you must use remote means to persuade.

You two have to meet, or INTERSECT somewhere, as a copywriter, your promotion meets your target

On TV, radio, newspaper, magazine, trade journal, telephone, fax, email or by
web site via search, link, and includes audio, video and text.

When your copy intersects with your prospect,

You must get her attention, the brick you throw across the chasm of space
The more you know about this person (or entity) the better you are able to
write an attention grabbing headline, or opening.

We are told we have only a few seconds to get and to HOLD their attention.

The POP is a tool a copywriter can use to:

THINK about what your target wants, what is on their mind (represented by the Maslow Pyramid)...

It shows you, the copywriter, have to get into their world,
onto their tracks
and let their "train of thought"
collide with your PROMOTION, in whatever form.

The POP shows YOU are the stimulus, evoking a response.
You are the cause, their reaction is to your copy
You are BEFORE they intersect with your copy, the AFTER is what they get if they respond as you want them to

Elmer Wheeler represents your knowledge of salesmanship
Cialdini reps your application of Influence technique

We see money flows from their hands into yours, as you GIVE, the more you GET.

When you walk in their shoes, you can "feel their pain", and establish rapport.

The POP shows your market research, do they BUY, frequently? In multiples?

All of this to help you craft a promotion which stands the best chance of creating a winning promotion.

I art as a child.

I choose to draw a picture, to speak in a few words and be understood...

As opposed to write a tome, speak 10,000 in "tongues" and have to be translated.

The POP is a simple tool and I've always encouraged copywriters to create their own, you can use this as ONE template, but, if you only have ONE thing in front of you that ASKS you all the questions...

It might work for you as well as the 10 books you have sitting on your shelf.

Thanks for asking.

gjabiz

[ 3 ] Thanks
1 reply

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splitTest

9 years ago

Originally Posted by gjabiz

The POP is a simple tool and I've always encouraged copywriters to create their own, you can use this as ONE template, but, if you only have ONE thing in front of you that ASKS you all the questions...

It might work for you as well as the 10 books you have sitting on your shelf.

Excellent idea -- especially for newbies. As you learn, create a flowchart/checklist you can refer to time after time...

Lots of books have checklists... Nothing like creating your own though, incorporating all the best info you come across...

Thanks

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colmodwyer

9 years ago

MECLABS ain't determined squat... someone there could've picked up a copy of Tested Advertising Methods and saved themselves 15 years.

[ 1 ] Thanks

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splitTest

9 years ago

Originally Posted by joe golfer

MECLABS has determined five principles of effective headlines after 15 years of testing. Take a look at this example that incorporates all five.

Copywriting: See immediate lifts by applying these 5 principles to your headlines | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

What bugs me about this article is that the winning headline and the runner up differ in response by just .41% -- though the runner up doesn't reflect the five principles much. In fact, other weaker headlines in the test more solidly reflect the principles.

Doesn't mean the principles aren't good, but they might've chosen a better test to illustrate their power. The spread doesn't seem statistically significant.

"Principle #1: Effective headlines focus first on what the customer gets"

Not necessarily. Depends on the circumstance.

"Principle #2: Effective headlines align with the customer’s current motivation."

Can't knock that one...

"Principle #3: Effective headlines make the strongest point first"

Not necessarily. Depends on the circumstance.

"Principle #4: Effective headlines are clear, not clever"

Well, they are clear. But sometimes they're also clever.

"Principle #5: Give your headlines weight"

Can't knock that one.

Thanks
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Raydal

9 years ago

Originally Posted by splitTest

What bugs me about this article is that the winning headline and the runner up differ in response by just .41% -- though the runner up doesn't reflect the five principles much. In fact, other weaker headlines in the test more solidly reflect the principles.

I was surprised too by how close the results are to each other. Not
significant enough to call them winners and losers. But the article/study
was still helpful in confirming what I already know.

-Ray Edwards

Thanks

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Memetics 9 years ago

Effective headlines are designed and tailored to suit your particular demographic.

Then they're tweaked around a particular subself of your demographic.

Then they're tuned to the time of day that your demographic are going to encounter them (day sliced).

Everyone has a group of universal triggers which will attract their attention and interest, but not everyone has exactly the same balance of what's important and what's not running in their minds.

If you're short of ideas for emotional triggers which will work on your own particular niche, then a quick way to find them is by looking at their respective forums on the web. People on specific forums talk about what's most important to them and your headline should express what this may be.
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Steve The Copywriter

9 years ago

During my 28 years in the WWOC (wonderful world of copywriting)…

I've read countless books on the philosophy and psychology in applying the noble art of persuasion.

You could probably fill the interweb with debates, opinions and endless studies.

But clients and myself just need a simple explanation.

Which seems to be "Walk a mile in the prospects shoes…"

Do this, and slowly but surely all the answers you need become crystal clear.

Steve