Ask The Experts

13 years ago

Steve, it comes as a bit of a surprise coming from you,
with all your years of experience.

What market/markets is she in?

Different markets have different types of headlines.

All the best,
Ewen

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briancassingena

13 years ago

Originally Posted by Steve Copywriter

I have dozens of Headline Formula's.

You know the sort of thing -

Do This _______(wonder solution) _______Tonight

And Wake Up _____ (richer, healthier, thinner, sexier etc. etc.) _____Tomorrow

So, I'm working with a client and she asked me...

"If you could only ever use one "formula" - what would it be"?

I have no idea - but to keep her happy I said I would ask the experts.

Over to you...

Sounds like you already have the ultimate formula right there mate. Remember Dan Kennedy's advice - The marketing job becomes infinitely easier once you suspend the requirement of telling the truth :p

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Steve The Copywriter

13 years ago

@ ewen - I know it all depends on what you're selling.

(the client was just chatting about copywriting techniques - and how to make them easier - as if lol).

Anyway...

Just suppose you could only use one "universal" formula - what would it be?

@brian - Yes - that was a brilliant quote by Dan.

But ... probably better to use Gary's wisdom - it's a lot safer and avoids untold grief, hassle and trouble.

I think it goes like this -

"A gifted product is mightier than a gifted pen"

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briancassingena

13 years ago

Originally Posted by Steve Copywriter

@brian - Yes - that was a brilliant quote by Dan.

But ... probably better to use Gary's wisdom - it's a lot safer and avoids untold grief, hassle and trouble.

I think it goes like this -

"A gifted product is mightier than a gifted pen"

Well, yes and no...I figure it's just like the elements of a good DR ad or sales letter - some say the headline is most important, some say message to market match, some say proof, some say call to action, I say you need ALL OF THE ABOVE to sell to your skeptical, previously-burned prospects, you need a gifted product AND a gifted pen or you're leaving too much to chance. The bar is higher than ever mate.

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Mike Schwenk 13 years ago

[QUOTE=Steve Copywriter;3272395
"A gifted product is mightier than a gifted pen"[/QUOTE]

I believe that was (Gene) Schwartz, for what it's worth (as opposed to Halbert).
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- Steve The Copywriter 13 years ago
  
  Mike,
  
  I could be wrong - but I think it was Gary Bencivenga.
  
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  Bruce Wedding 13 years ago
  
  Originally Posted by Steve Copywriter
  
  Mike,
  
  I could be wrong - but I think it was Gary Bencivenga.
  
  We have a winner!
  
  Bencivenga Bullet Archive
  
  Bullet #19
  
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Alex Cohen

13 years ago

Originally Posted by Steve Copywriter

I have dozens of Headline Formula's. And try and use the best one for whatever the client is selling.

You know the sort of thing -

Do This _______(wonder solution) _______Tonight

And Wake Up _____ (richer, healthier, thinner, sexier etc. etc.) _____Tomorrow

(it's just an example - probably not one to use - unless the client genuinely has a "miracle" product).

Anyway... I'm working with a client and she asked me...

"If you could only ever use one "formula" - what would it be"?

I have no idea - but to keep her happy I said I would ask the experts.

Over to you...

Here's the best "formula" I've seen ...

Driving Emotion + Big Benefit + Incongruency = Great Headline

(That's different than a template which you gave as examples.)

Alex

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Alex Cohen 13 years ago

Driving Emotion + Big Benefit + Incongruency = Great Headline

There are, of course, many ways to implement this formula.

Here's one template:

[driving emotion]... and how [incongruency] discovered [big benefit]
"The hidden danger children face at the shopping mall... and how a 51-year-old ex-plumber discovered a foolproof way to protect your child!"

Alex
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- Steve The Copywriter 13 years ago
  
  Alex,
  
  That really is an excellent formula - thanks for telling us about it.
  
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Nick Brighton

13 years ago

front cover of magazines + benefit + proof + curiosity + swipe files = good start.

or one of my faves...

How to get X, without doing Y, so that you can do Z.

(although, that only works in the X,Y,Z market... sorry folks)

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Pusateri

13 years ago

Something they care about + something that makes them say 'huh?'

I've been skinning that mule for years.

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MAaronMN

13 years ago

There is no exact formula that fits every situation. Every business is different; every business owner's goals are different.

An appeal to emotion, emphasis on benefits, clarity of message - I believe Alex is on to something.

Regards,
Melanie

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Ross James

13 years ago

I think there is an echo in here. Anyways, here is one I found. I like Alex and Nicks.

[Lead Character] [Does Something Amazing] [In a Very Specific Measurable Way] Without [The Most Common Pain Or Pains Associated to The Prospect You're Targeting]

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Pusateri

13 years ago

This works well.

Do you know these [number] [emotionally charged noun] of [niche keyword]?

"Do you know these seven dangers of knee replacement?"

"Do you know these three lies roofing contractors tell?

You can also slap "Do you know" on your best bullet point and get a strong headline.

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Steve The Copywriter 13 years ago

I'm sure I've mentioned this on a previous post - but if you're ever stuck for a headline..

Just start it with "How to....

There are lots of variations - and they normally work well.
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EmmaPowell

13 years ago

Emotion + Proven System + Curiosity = Killer Headline

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gjabiz

13 years ago

Match the headline to the intersection.

IF the intersection of where your prospect meets your promotion is a magazine, then make it relevant to time and place...

IF it is the Interent, from a search, then match the headline to the search.

IF direct response, it had better match to target's state of mind at the time rec'd.

So, the best headline comes about from knowing where (and hopefully when) your reader is going to come across it.

Simple? Yes. Easy to do? Hardly, that's why it is both science, skill and art form.

gjabiz

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MontelloMarketing

13 years ago

Steve,

Have your client visit my blog marketingclambake.com and download my "Headlibs." It's a file of Mad-Libs style headlines that instead of following hundred year old classics, they follow the trends of the winning sales letters of today.

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The Copy Nazi

Banned 13 years ago

Originally Posted by MontelloMarketing

Steve,

Have your client visit my blog marketingclambake.com and download my "Headlibs." It's a file of Mad-Libs style headlines that instead of following hundred year old classics, they follow the trends of the winning sales letters of today.

It's killer. But I wish Vin hadn't done this. LOL. Best part is the three examples he gives under each headline. Like -

The Copywriting Cash Blueprint
With Its Built-In Freelancing Roadmap
Can Turn Even The Worst Writer
Into a Copywriting Wizard in 7 days
with a
Simple Push Of The Video "Play" Button - GUARANTEED!

Thanks
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EaglePiServ

13 years ago

Originally Posted by Metronicity

It's killer. But I wish Vin hadn't of done this. LOL.

Shouldn't it be "hadn't've" ?

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The Copy Nazi

Banned 13 years ago

Originally Posted by EaglePiServ

Shouldn't it be "hadn't've" ?

It's common usage. Technically they're both wrong.

Many people throw in an extra "have" when they talk about things that might have happened otherwise: "If he hadn't have checked inside the truck first he wouldn't have realized that the floorboards were rusted out." This is often rendered "hadn't of" and pronounced "hadn'ta." In standard English, omit the second word: "If he hadn't checked inside the truck. . . ."

From "Common errors in English language".