It’s simple. Your marketing message stands or falls by your headline. Your headline carries the majority of the weight in getting your prospects attention and no message gets read if the attention of the potential client isn’t won.
If there’s one thing that bugs me about the copywriting market is the lack of a standard measurement that copywriters need to meet in order to call themselves copywriters. Maybe it’s the scientific part of me that says you should be able to measure just about anything. Or maybe it’s just the onslaught of new “copywriters” I’ve seen online who I honestly don’t think deserve that title.
Copywriting is always more emotionally powerful and engaging when you give specific details about the emotions that you felt, rather than listing those emotions. Whenever you give the details you allow the reader to build their own mental pictures which are more interesting than you can ever tell.
Life is not fair. As a business owner I’m sure you know of inferior products and services that do a lot better than yours. You gripe and sigh and wonder how can people buy those lower quality products while yours rot on the shelf?
As a copywriter myself, I’ll like you to believe that copywriting is all there is to making more sales. But that just wouldn’t be true. The first thing I look at before I take on a new client is what they are really selling-their primary offer. If I cannot sense the value of this then I decline their project.
In my copywriting coaching program, the very first lesson I encourage all my students to do is one entitled “Persuasion Architecture”. This video tutorial explains how, just like any other type of writing, a sales letter must have a STRUCTURE.
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