According to veteran direct response copywriter (and my mentor), the late Eugene Schwartz, “Your headline has only one job – to stop your prospect and compel him or her to read the second sentence of your ad.”
Advertising guru David Ogilvy said, “On the average five times as many people read the headlines as read the body copy.”
So, here’s a quick copywriting tip when you’re writing headlines: Promise something wonderful, but do not lie.
You’ll lose more customers than you gain that way because bad news travels fast. Plus, in this day and age being honest and authentic is very top of mind. For instance, if you use a headline like this “Ten legitimate ways to make a quick buck,” you better deliver ten ways – ten sincere and honest ways – that prospects can take advantage of what you’re offering.
The folks at the Meaningful Beauty Skincare System say, “Add radiance and brighten your complexion.” They go on to back it up with the science behind meaningful beauty and how it delivers on their promise.
That’s today’s quick copywriting tip, promise something wonderful but do not lie.
Have a copywriting tip or a headline you wrote that you’d like to share? Please post it in the comment section below because I’d love to hear from you. Thanks a million.