Emotional Headlines vs Big Benefit Headlines

Winston, here is the big takeaway.

In direct response print or mail, the campaign HAS TO achieve a MUCH HIGHER response rate than your typical Internet marketing promotion, because...

...the up front costs quickly slay poor copy, theme, etc.

Whereas in Internet marketing, a tiny response rate can be profitable because the upfront costs are tiny in comparison.

That being said, you can learn a great deal more from anyone who has been successful, over the years, paying $15K and upwards for a print ad that pulled big money or consistently delivering profitable direct mail results, where postage, printing and list rental can total fifty cents and more per piece.

Hi Winston,

No, for example the "Lies, Lies, Lies" piece has ran successfully online. Clickbank and WSO copy is far from the be all and end all of online copy.

Both, or in other words, you need to do your own testing.

Unfortunately Winston, there are no absolutes in this game.

If you can perform in print, you should have no problem performing on the web. But having said that, the best resource I've found for writing online copy is Glenn Livingston and Terry Dean's "The Total Conversion Code" (Total Conversion Code).

[Pedantic note: A webpage sales letter is a direct response letter.]

Emotionally driven or big benefit headline?

The answer is both.

You can't drive home your biggest benefit and inspire futher reading without successfully gripping the reader by the throat... on an emotional level.

Mark Pescetti

Since the only thing that changes from Print to Online is simply the medium (and not the prospect), you just have to consider what your prospect has seen, what he knows about the competition, what ad he clicked to land on your page, did he come from google search or from an ad in a blog he was reading? And then move on from there...

...If your prospect searched "How to lose weight" and clicks on your website then I think big benefit might work more than emotion...

Or if you have an email list, then perhaps an emotional headline might suit best because you are going to them and you need to grab their attention as fast as possible (momentum).

There are a lot of things you have to consider to have either type of headline (big selling idea, theme, research) because that's the only way you'll know what type of headline your prospect is ready for.



Hope that helps,
David


P.S. - Some people may differ with what I said about what type of headline to use - but the main take away is that the medium changes, not the prospect (needs, desires, wants).

The headline's job is to hook the prospect and get them reading.

The type of headline you'll use depends on the market, the medium, and the offer.

Having said that... Clickbank and the WSO section is probably the worse place you can go to learn how to write copy.

Not to say every letter on ClickBank is poor - some letters are great. But they're few and far between.

Here's a tip - Gary Bencivenga knows a lot more about writing headlines than some guy selling a $7 WSO.

If I were you, I'd stay away from "learning" from Clickbank sales letters - and especially WSOs - until you have developed decent copy chops. Then you have an idea if something is working or not, and why, instead of picking up bad habits.

-Daniel

It seems you're asking for a definitive answer on something is not definite.

Contrary to popular belief, writing good sales copy cannot be systematized. Despite all the courses and books you see out there, at best they can only offer guidelines based upon what has worked for them or others in the past. Emotional has worked for some, big benefits for others. IMO a balance of both is what will make you successful.

The magic of good sales copy is in YOUR particular ability to connect to your leads through your written words. Can you do this Winston? Do you have what it takes to take your words and reach out to others and make them do your bidding?

What if I told that I had a simple formula that will capture your readers attention and click on that BUY NOW button at least 40% of the time? Imagine how it would improve your conversions and your bank account. Starting today you can spend less time on your computer and more time being your own boss, setting your own hours and doing things your way!

Just click that button below Winston, and allow me to give you the powerful secret that has helped me get sale after sale, day after day, product after product.....

Now don't you wish I REALLY had that button?

I think both can work really well. I usually try to set up split testing to determine how people respond best to what I'm selling. It can also change over time, so you never want to just set it and forget it.

Tabloid copy works in direct mail magalogs because they
look like.... tabloids!

Direct mail gets to different market segments, some
of which aren't even reachable with the internet, but
they have lots of money. Scaring older folks about
how they are going to lose their money and die poor
works in direct mail differently than it does on the
internet.