Part 1: Get Attention through Good Headlines. Here are five points that you should take note of when you craft your headlines.
What will product do for the consumers?
Don’t talk about yourself, talk about your customers all the time and their desires.
Be clear and specific on benefits. Don’t hide benefits behind clever words that give vague information on your benefits.
Don’t waste time on general statements, such as ‘We all need to eat fruits to be healthy’. EVERYBODY knows that already, and you just wasted space in your ad.
Evoke interest and curiosity.
5 fundamentals of a good headline are to get attention, give advantage, prove advantage, persuade consumers to buy, and finally ask for action.
Rewards of good headlines: convey concisely how they can save, gain and achieve something through your product, OR avoid undesirable conditions and prevent loss (more powerful). Loss prevention is more powerful than the motivation to gain something.
Be specific on details when you talk about time, dollars and ways your product works.
Words in successful headlines are how, here’s, which, who, where, when, what, why (specifics). Use paradox, colloqualism and unusual words (curiosity) to attract attention.
Use you, your, yourself. This attracts people to read your ad.
A negative approach can work, e.g. ‘Is your face affected by acne?’
Product makes other people think more of you, and admire you.
New is stronger than nostalgia, as newness means better.
Layout: Make it different, too simple, or very unusual, i.e. make it different from others to stand out.
Part 2: Show your benefits
People want to know what will your product do for them.
Think from manufacturer’s product understanding and consumers’ desire viewpoint.
6 motivational desires: better health/appearance, more comfort/money, greater popularity/social advancement, pride of accomplishment/business growth, old age security, increased enjoyment/leisure.
Down to earth thinking like the masses will increase your appeal to more people.
People who are more wealthy usually need even more facts and persuasion, and need basic human motivations. So write for the masses.
Good 1st paragraph: follow through with headline’s idea, short, can start with question, reward for reading promise in the headline.
Part 3: Give credibility to your claims and benefits
Give lots of proof throughout ad.
Proof needed because consumers are more skeptical, and consumers need facts to justify purchase.
Emotions to evoke desire, facts to give excuse and reason to buy. Persuade both the heart and the head.
Types of proofs that can be used are 1) Manufacturing: Company reputation, quality of materials, patents, 2) performance: achievement, testimonials from authority figures, popularity, demonstration, 3) others’ testimonies, awards, 4) guarantee, samples.
Testimonials should retain the colloqualism of the consumer, and use full name, photo. Don’t rephrase too much.
Understatement can carry more believability.
Dramatize the facts, e.g. used by swimming coaches who is under the sun all 7 days of the week.
Technicalities should translate into relevance for the consumers.
Part 4: Persuade them to buy
Sum up benefits, and help consumer to visualize how the product can help fulfill his desires, and how to get it easily. It appears just before call for action.
Can be negative, i.e. what prospect will lose by not buying.
It acts as a verbal sampling through words in copy. Paint in their mind a picture of what they will experience when they use your product.
Use a more intense, emotional, and urgent style of writing.
Part 5: Call for Action
You can ask them to 1) Go to stores. 2) Ask him to check his current products, 3) ask him to request for a sample, or give a limited time offer.
Give very liberal guarantees. Give until it hurts.
Always get them to do something, not nothing.