Creative: Strategies for a Great Headline
Also, there's no sales copy. No talk of a free issue or anything promotional —only genuinely valuable information that's relevant to your target audience. Just be sure to pay it off and provide the answer in your letter.
5. Leverage specifics
Specifics breathe life into sales copy and also give it the added weight of proof.
Example: An online promotion for The Cabot Benjamin Graham Value Letter, a B-to-C investment publication, carried this headline on its new subscriber acquisition landing page:
This Ultra-Safe Advantage Insulates Your Wealth and Puts More Than $51,000 in Your Pocket Starting 7 Minutes From Now
This headline provides a specific benefit (insulating your wealth), makes a specific promise (putting money in your hand), claims a specific amount ($51,000) and pushes a specific timeliness and urgency (starting 7 minutes from now).
Separately, they're dramatic. Taken together in a seamless copy block, their intensity is magnified.
Also note the "s" in the words "puts" and "insulates." Copywriter Shell Alpert said that when you add an "s" to a word, it implies that the product is doing the work, instead of the consumer doing it himself—a subtle, but powerful device.
The headline also says "this advantage." Using the word "this" arouses the reader's curiosity and self-interest, because you're not talking about some abstract advantage; you're talking about a specific advantage you will reveal in the promotion, making it more powerful and immediate. One reason for the long-running success of copywriter Max Sackheim's headline, "Do You Make These Mistakes in English?" is attributed to the use of this one word.
6. Share a Big Idea
One way to think of a big idea is as a theme or message running throughout your promotion—a clear, simple concept that is easy to grasp by the prospect.