Value-Added, Benefit-Rich Headlines Make The Difference

A bold, mouth-watering headline is considered by many a marketer to be the most important element of any super-effective marketing copy. Studies show the right headline can significantly increase response results to an offer exponentially.

Did you know that only about 20% of your required prospects ever get beyond the headline to read the full body of the copy? It`s absolutely true! So therefore, you must appropriately invest the time and brain power to make your headline sing.

Avoid the witty or cute rhetoric routine. Why? Because it always places too much attention on your company`s sensibilities rather than applying the laser-focus upon your potential client`s real needs and honest desires.

The secret is that clients are far more interested in reading about "themselves" and their world than about your company and how big or great you think you are.

Project a benefit in your headline that undoubtedly enhances their life, using "Power Words" such as: "Secrets Revealed",; "Introducing"; "Award-Winning"; "Discover"; "Announcing"; "Breakthrough"; "Facts"; "New"; "Now"; "Yes"; "Success"; "Proven-Results"; "Guaranteed!"; "Sale" - all words that vibrantly express action, capture the full attention of your prospects, and promise them something BIG! (The two words of most value to your clients are most commonly, "You", and "Free".)

Explain The Prospect-Centered Proposition

Always maintain a "prospect-centered" perspective. It is ALL about your client! Either it states their current rough situation, and "...isn`t it awful", or it portrays an attractive dream they have about what their life could ultimately become... "If only..."

Go back to the foundation of the product or service being presented. Why does your product or service exist in today`s world, and why does your company sell it? The proposition sector of your marketing copy sets up a kind of gap, which you are about to fill with... multiple benefits.

Deliver Multiple Benefits

A benefit is anything that will make a client`s world better when using your product or service. This is the huge payoff, and the crucial section of your marketing copy where you must fully deliver the goods.

Take a close look at what is being promoted, and then...

Write down each and every benefit that you can, without focus about which one is the most important. You will put them in the right order of power later. Write down everything that can truly do your client good. Everything!

After finishing this "mind dump", go back and meticulously go through priority process. Try not to prioritize as you list the benefits... that will only hold you back. Always list first, order second! When writing your marketing copy, begin with your most primary benefit first, then the second, third and so on down to least significant benefit as you complete this all-important list.

Spell Out All Comprehensive Features

A feature is quite simply a fact about a product or service, such as "some assembly required, batteries not included", or "made in China".

Features specifically explain how things are created, delivered, managed, and maintained. Think of this section as the support system for the underlying benefits. Be on-point here because it demonstrates your overall professional ability, keen understanding and your total level of competence.

Be Long About Your Copy

It is a written and well documented fact - "longer" copy sells more products and services than falling short (delivering shorter copy).

Consumers are hungry for information, particularly if they are shopping for a big-ticket item. If they read beyond your opening headline, they are a good prospect for the product or service being sold. It`s your job to tell them everything they need to know.

Calling Attention To Your Historical Key-Points

Not until the "Grand Finale" should you ever speak about your company and your accomplishments in any great detail. Think of your company as the Harry Houdini who, only after showing his magical wonders to the total delight of his audience, ultimately reveals his true self.

Marketing copy fails because it so often congratulates the company magic before any tricks have been performed.

The disposition? No sale!

Ask For Response NOW

Your marketing copy must deliver an exact call to action. Do you want the consumer to call, or write you or perhaps send you a check or even Money Order?

As residents of the 21st century, we are literally trained by hundreds of daily advertisements in an effort to get us to react and respond.

So make the call, adamantly and specifically.

Summarize your primary sales points, and then ask yourself...

Is there any reason why your prospect(s) should not act right now?

Implement a meaningful benefit:

A limited-time offer, result performance or money-back guarantee. Energize your marketing copy to close on the concise selling point.