Writing a compelling headline for your selling message is as easy as ABC…
This applies if you’re writing direct response ads, sales letters, or landing pages that are words on the page…
It applies if you’re writing copy for video or audio, even TV and radio…
It applies to your subject line and first few words of your email copy…
It applies to Facebook and AdWords ads, too…
You’re trying to buy the attention of your target market with your headline — and if you cover A, B, and C, you can do it.
Grab your pen and a notepad, and watch this video.
Here’s an unparalleled opportunity for me to review your copy.
Yours for bigger breakthroughs,
Roy Furr
Great insight…great strategy. Thanks Roy.
Could you sight and example of ABC in use?
This is an old one, but it gives the idea of how to incorporate in a skillful way:
"They laughed when I sat down at the piano, but when I started to play…"
AUDIENCE: "laughed when I sat down at the piano" calls out everyone who ever wanted to play piano for others, but felt embarrassed at the idea.
BENEFIT: "but when I started to play…" implies the benefit of being able to play well.
CURIOSITY: "but when I started to play…" starts a story in a way that stokes curiosity.
… Now you tell me how this classic Halbert ad does it… http://swiped.co/file/amazing-money-making-secret… If you do, I'll post my reply! 🙂
For the Halbert ad, how about:
AUDIENCE: "Desperate Nerd from Ohio" – Appeals to people who've tried to make money with their own ideas but failed (most fail). He also expands in paragraph 2 on being "dead broke" and "bankrupt" to drive the point home.
BENEFIT: "Who Needs This Secret?" – At least one bullet on the bullet point list conveniently will appeal to everyone. "I can do it too" type response.
CURIOSITY: "More Than 20,000 check per day" – Bullet point list of "How To's" that are pretty irresistible to anyone who has read this far.
Good observations. And, if I try to keep it to the headline copy/opening…
AUDIENCE: "Need some fast cash?" would be my primary pick. The "Desperate Nerd from Ohio" is a nice secondary to think "oh yeah, I could do this…"
BENEFIT: "Fast cash" and "Money-Making Secret" are definitely speaking to the main benefit of the ad.
CURIOSITY: "Secret" and "Desperate Nerd from Ohio" definitely pique the curiosity.
All of that packed just in the headline. And he definitely poured more ABC into the rest of the ad, as he always did — which is part of what made him such a great copywriter!