How to
Create Headlines that
Will Sell More Product
Let’s face it; your prospects are bombarded every day with hundreds
of sales messages. But how do you cut through all of this clutter and
increase sales? By crafting a promise that is so compelling that it
stops them in their tracks and makes them want to read the rest of
your copy. Let me explain---
You can sell more products and services by making the customer a simple
promise of what it is they want the most. That promise can be presented
in one of 3 ways:
• The major benefit your customer gets from your product
•
A special, limited time offer
•
A powerful testimonial
Of all the methods listed above, there's one that stands head and
shoulders above the others. In fact, in the vast majority of ads and
sales letters I write, I use it as the focus of the headline. I might
include other promises in the headline as well, but I always focus
the headline on this particular type of promise.
Can you guess what it is? Well, I won't keep you in the dark. The
single most effective promise to use in your headline is:
The solution to the one problem that keeps them awake at night! In
other words, the number one benefit in THEIR mind--- not yours!
Your customer only cares about how your product can solve a crucial,
nagging problem THEY have... OR how you can help them achieve an important
goal. So why waste time with anything else? It's simple and it works
almost every time. I've used the major benefit promise time and time
again to help clients sell millions of dollars worth of their products
and services.
There is no other promise format that's more profitable to use. After
all, who doesn't want to have their most pressing needs and wants satisfied?
Ask yourself what your customers really want the most. Better yet,
ask your customers what keeps them awake at night. Get on the phone
and chat with about ten customers. Tell them what your product does,
listing three or four of the top benefits. Find out which benefit is
of the utmost importance to them. Then use that intelligence to craft
your headline.
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