The main element of your copy usually starts with the MOST IMPORTANT element which is your headline.
Because without a compelling headline, the rest of your copy is useless, and no matter how good your offer is, your readers will never find out.
But, as the main element of your copy, your headline’s job is NOT to sell.
Instead, it is to grab your reader’s attention and get them to read the very next line. So how do you create an attention-grabbing headline?
You need to talk about the ONE BIG IDEA.
Is it losing weight without exercising? Is it making $100 a day online without prior marketing knowledge?
Also, don’t try to stuff your whole pitch into your headline.
Remember, your headline’s job is NOT to sell. It is to evoke your reader’s desire and arouse their curiosity to make them read on.
Next focus on the dominant emotion of your reader and determine the level of awareness of your reader.
If they are aware of your product, and it can satisfy a desire, then your headline starts with the product.
They are not aware of your product, but aware of their desire, then your headline starts with the desire.
Not really sure what they want, but concerned about a general problem, then your headline starts with that problem and turns it into a specific need.
Finally, determine the hook (angle) to grab your reader’s attention.
Use a direct benefit claim for a product-aware reader like, “Get Six-Pack Abs In Just 2 Weeks Using [Your Product Name]”.
You can highlight a problem for the problem-aware reader like, “Burn Your Belly Fat Without [Dreaded Action/Sacrifice]”.
For your unaware readers, use the element of surprise or curiosity like, “The 55-Year-Old Ex-Manager Who Made $3700 Last Month Just By Doing Something Simple”.
So to recap the main element of your copy is an attention-grabbing headline: One Big Idea + Dominant Emotion + Awareness Level + Hook.
What if you can’t fit all the 4 elements in your main headline?
Use a teaser to address your target audience like, Attention Frustrated Working Moms Who Are Overweight!
Then your main headline. Discover How You Can Lose 15 Pounds Easily in Just 7 Days and Regain Your Gorgeous Figure. Even If You Don’t Have the Time or Energy to Work Out!
Then follow up with something that reinforces the impact of your main headline.
No, it’s NOT another new and improved diet plan but, it’s a super simple 5-minute routine that will help you shed your extra pounds fast!
Next Post: Compelling Story