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Please consider this free-reprint article written by:
Ray L. Edwards
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Article Title: When Straight Benefit Headlines Don�t Work
Author: Ray L. Edwards
Word Count: 602
Article URL: http://www.isnare.com/?aid=96897&ca=Marketing
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Easy Publish Tool: http://www.isnare.com/html.php?aid=96897
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About every copywriter will tell you that your headline should
shout your strongest benefit to your prospect. And there are
many famous headlines that have done this very successfully.
For example, here are just a few that comes to mind:
�Shrink Hemorrhoids Without Surgery�
�The Lazy Man�s Way To Riches�
�How To Win Friends And Influence People�
�Lose 30 pounds in less than one week!�
All of these headlines share one thing in common - they promise
the prospect a direct benefit. But when will such a headline NOT
work its magic?
The answer to this question has to do with what Eugene Schwartz
called �market sophistication�. This could best be illustrated
if we look at a practical example.
Now let�s say you were to discover a perfect and safe diet that
was the answer to every obese person in the USA. If you
introduce your diet to the market by using a headline such as:
�Miracle Diet Helps You Melt Fat Overnight!�
An overweight person would read this headline with a lot of
skepticism. I mean, how
many of these claims have you seen before. Because the
weight-loss industry is so filled with diets that have failed,
then even if your diet is the long awaited miracle you�ll have
a hard time marketing this with such headline.
So what should you do instead? What�s left if not a strong
benefit headline?
In this case you�ll have to tap into the general FRUSTRATION
that your prospects have with diets that they�ve tried and
failed at. In other words, your headline has to REFLECT the
deepest feelings of
the market towards diet products. You, as the marketer must be
seen as their advocate and tap into this general feeling of
discontent.
So instead of your headline promising some great benefit it
would simply reflect the thoughts that are already in your
reader�s mind. And that�s the best place to start any sales
message�with a �YES� from your potential customer. Keep in mind
that your headline has only one function and that is to stop
your prospects and get them to read the first line of the sales
letter. That�s it.
So a better headline for your new miracle diet would better be:
�Frustrated By All Those Snake Oil Diets?�
�Still Overweight After Trying Every Fad Diet Program?�
These headlines all tap into a general dissatisfaction in your
target market. You are using this resentment to
capture your prospect�s attention and then sell him your
solution, which of course works.
So if you are in a market that is pretty �sophisticated�
because it has seen every type of advertising promise made,
then try to use this �reflective dissatisfaction� to get your
target customer on your side.
Please note that you don�t have this problem if your product is
a new breakthrough product in a new market area. In that case
use those benefit loaded headlines to your heart�s content. But
if your market has been mined for every nugget of gold and your
competition numbers like the sand on the sea shore, those big
benefit headlines will arrest little attention.
Keep in mind that when writing such headlines you are not
promising, selling or satisfying anything. You are simply the
backboard against which the ball of your market�s emotions is
rebounded.
About The Author: Ray L. Edwards is a master copywriter,
published author and Internet Marketing Consultant. His
copywriting clients have claimed up to 1,600% increase in their
comversion rates just from using his services. He is an expert
in writing sales copy for the web.
http://www.webcopy-writing.com
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For more free-reprint articles by Ray L. Edwards please visit:
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