Fact: The most important element of the headline is the core appeal. Second comes the way that appeal is expressed.
Twice now in the last 3 months I’ve worked with my clients to shatter previous results by combining the two highest testing core appeals into a single headline. The result isn’t just (1+1 = 2). Rather, (1+1 = Breakthrough!)
And most remarkably, those breakthroughs aren’t created by pouring on the “Amazing, Shocking, Killer, Miracle” adjectives all packed into 20 word headlines. Often they are just 4 word and two word headlines, simply stated, that when combined create explosive results.
Unfortunately, I can’t share the specific headlines and appeals since they are in active and profitable use by my clients. But what I can share is the process by which these breakthrough headlines were created through appeal combining.
Let’s take a market I have some hard research on but don’t have a client approaching at this moment – entrepreneurs.
What core appeals are highest on their radar?
Why, I happen to have some tested research here at my finger tips that shows that, right now, the strongest appeals to entrepreneurs are 1. Management 2. Millionaire and 3. Leadership.
So, let’s combine the two winners…
“Millionaire Management”
“Million-Dollar Management”
And lets add in the 3rd place appeal just to test – you never know…
“Million-Dollar Leadership”
That’s all there is to it. If you happen to be marketing to Entrepreneurs – you’re welcome.
Of course you can spice them up a bit: “Secrets of Million-Dollar Management” “How to become a Million-Dollar Manager” “The Million-Dollar Management Secrets of Will Smates”. “1001 Million-Dollar Management Secrets”, etc. You get the idea. But the fact remains it is those core appeals that are the sales driving engines in your headlines.
Do you know what the top 3 appeals are to your market? No? Shame, shame, shame. If you don’t take a look at your recent headline test, or create some quick subject line test in emails, and start combining the winning appeals.
If you don’t know what the winning appeals are – strip away all the adjectives, adverbs and modifiers out of your headlines and just look at the nouns and verbs. Those are your core appeals.
Okay, there you have it. A short-course primer in creating a “Million Dollar Copywriting Breakthrough”.
Seriously. I can’t believe I shared this little secret of mine in public. You should memorize this post before I feel regret and delete it.
