What are the three best headline formats? I'll reveal one of them in this month's special bonus issue of "News You Can Use!" This supplementary issue is a gift to you. Enjoy!
"They laughed when I said anyone could write hypnotic headlines, but when I showed them this article....!"
One of the greatest headlines in history was written by John Caples. It read:
"They laughed when I sat down at the piano, but when I started to play!---"
You'll find variations of that 1925 headline even today. I've seen each of these several times over the last decade:
"They laughed when I said I was going to start my own business"
"They laughed when I said they could have Perfect Pitch...until I showed them the secret!"
"They laughed when I used my headphones to meditate---but when they saw the results... they all BEGGED to try it"
Why do these headlines work?
First: I think it's because it is a person talking. Far too many headlines sound corporate. People want to deal with people. A rule in selling is that people buy from people they know, like, and trust. A first-person headline begins the process of creating a relationship.
Second: Each headline suggests doubt but promises reward. When each headline begins, we have the audience being skeptical. They all "laughed." That's how most readers will feel when they first see your headline. They'll be skeptical. But the latter part of each headline implies that you have a method that will work. "But then I showed them..." suggests that everyone quit laughing when you offered the proof.
Third: Each headline promises a story. As I've said many times in several of my books, stories sell. People love stories. A good story can subliminally communicate your message. Each of the above headlines promises an intriguing tale. In fact, each headline is the "once upon a time" opening to what promises to be a great story.
I don't advise simply copying John Caples famous headline. Imitation isn't the best way to create a headline. But you can model his approach and turn it into something unique to you. For example, one of my favorite headlines read, "I was nearly in tears..."
I used that headline in an email to help sell my latest book, "Spiritual Marketing." That headline became almost legendary on the Internet. People would see the headline and almost hypnotically HAVE to read the letter to find out why "I was nearly in tears". The headline was a first person one, and promised a story. As a result, people read it, and my book climbed the sales charts at amazon.
Too many people in business are afraid to use "I" or "me" in their headlines. They've been told that people are only interested in themselves. So why would they care about you?
It's true: People do only care about themselves. But part of what they are interested in is other people. That's why such best-selling magazines as "Biography" continue to captivate us. We want to know about people. We're curious.
While you may not be a celebrity, you no doubt have a story to tell. And that's part of the secret to writing a terrific headline: Don't be afraid to tell your story and to include yourself in it.
Finally, the best way to think of this headline format is this:
Imagine you're on the phone with a prospect. You want to tell them about your product or service. Simply describe how you felt before you found your product, and tell how you feel now, after having it in your life.
An example might be: "I used to beat my head against the wall every month trying to create a budget, but now I just let my new software do it for me." (For accounting software)
Or maybe: "I couldn't sleep at night for fear of robbery, but now I sleep like a baby." (For alarm service or system)
Or even: "I always hated classical music, but then I stumbled across this rare CD in a friend's house." (For new music CD)
In short: Talk to people. Be real. And reveal the benefits of your business in a story format. Create a headline using those elements and you'll be able to say:
"Everyone laughed when I tried to write my own headlines, but now they stare at me in envy...!"
NOTE: What are the other two best headline formats?
You'll find them at the below two links. Please go read them right now, and be sure to subscribe to the ezines there, too.
Click here: www.BreakoutBusiness.com/topheadlines.html
Click here: www.instantsalesletters.com/articles/headlines.html
OFFER: You can subscribe to my monthly "News You Can Use!" ezine at my main website:
http://www.mrfire.com
Thank you!
ABOUT THE AUTHOR:
Joe "Mr. Fire!" Vitale, regarded as
one of the world's most
powerful copywriters, is a best-selling author of numerous
marketing books and courses, including the popular Create
Advertising That Sells. His tremendously successful Hypnotic
Writing e-book was succeeded by Advanced
Hypnotic Writing,
a breakthrough book that reveals how to use the phenomenon
of hypnotic suggestion to turn your words into cash. Now, you can get both
of these books free with Joe's newest release, his
Hypnotic Writing Wizard Software. Why not let Joe do ALL the hard word for you!
©2002 Joe Vitale. All rights reserved.
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