Let’s talk about headlines.
We’re going down deep into the underbelly of persuasion and you’ll see a very cool way to snap your prospects awake and instantly get their attention.
But let’s back up a bit here. In last weeks, The Walking Dead post I talked about ‘The Walking Dead’ and how many folks are in a comatose state. This makes it even harder for us marketers to get their attention.
The old big benefit headlines of the past are still working, but they are losing their shine. However, one way to get attention is to shock them awake and give them a jolt that instantly removes the fog and gets their attention (albeit briefly).
You can do this by looking for the horror stories in your industry.
Here are two examples from magazines I saw recently.
Plastic Surgery Disasters
Drugged Doctor Botches Operation
Headlines like those above, targeting the right market, would sure to get attention. That’s why it’s a good idea to always be on the lookout for horror stories in your industry… ones that your product/service can solve.
Two templates for you…
Don’t YOU Be The Next ______________ Victim
Secrets They Don’t Want You
Think about this and how you can apply it to your next promotion.
For example, one of my newsletter members was doing copy for a bathroom renovations mob. She concentrated on the horror stories; her hook was the shocking number of people who get hurt or even killed each year with bathroom accidents. Another member, Jean Cannon, gets your business systems in shape so if any nasty accidents occur you are covered. Every business needs her services; the trick here is to make them want it. BIG difference between the two right?
Anyway, Jean could easily lead with horror stories of business owners getting sued and losing the business and so on.
Think about it.
It’s in the media every week. Every week we see a small business owner getting sued for something… losing the business over a misunderstanding. It makes my blood boil. I get emotional just thinking about it. And that’s what good copy does. It gets your blood pumpin’ as Carlton would say.
(By the way, Jean’s doing some mighty good workshops of late: Jean’s Workshops. But, I reckon if she looked for the horror stories she would get a lot more attention.)
Two more examples for you…
Years ago my good friend and mentor Ted Nicholas had a book that on the surface was pretty damn boring.
The title was:
“The Complete Book of Corporate Forms.”
Ted knew instinctively to use fear to sell it. This is the headline that sold hundreds of thousands of this book…
“What Will You Do When Your Personal Assets Are Seized
to Satisfy A Judgment Against Your Corporation?”
Gets ya right in the pit of the stomach doesn’t it?
But what about normal everyday businesses?
How can they use fear?
Well I mentioned the Bathroom Renovators earlier, but let’s look at something ordinary like carpet cleaners.
For years Joe Polish has been teaching them to focus on fear.
You may think your house is clean but you don’t see all the festering, diabolical parasites lurking in your carpet. And you let your baby crawl on that?
This is GOLD.
And don’t forget to leave your comments below.
Enjoy the ride.
NEXT WEEK: Where’s Ya Passion?
- The Fear of Loss is More Powerful Than The Hope For Gain!
- The Power of a Provocative Question
- Shocking Email Blunder Instantly Breaks Trust & Sabotages Sales!
- You Need Your Own Dynamic Story
- Make More Money With A GOAT
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook