The First Ad Copy Weapon of Choice - The Headline - 16
when talking about what you put in your ad copy and promote, there are two things that are always contrasted: the difference between benefits and features. People always decide to buy based upon the benefits the product or service offers, not the features that are included.
Another way of saying it is that benefits ignite emotions to encourage making a decision and features give the intellectual information to justify why it was bought.
One headline template that caters to just this need is one that specifically targets the benefits that what your offer will provide those you target and are reading your headline.
Here is a way that helps...to...
Here is a strategy that aids...in...
Here is a method that helps...at...
You could fill them in like this:
Here is a Way That Helps Readers to Increase Their Speed
Here is a Strategy That Aids Walkers in Lessoning Injuries
Here is a Method That Helps You Sleep Better at Any Time
I've purposely changed the words around a little bit to show you how little changes to existing headlines can easily be done. The way the headline engages the reader will stay the same though.
This is a great healine formula to use when you want to strongly emphasize the benefit of what you're offering your targeted demographic. After all, remember that benefits are the things that move people to buy, and not features. Emphasize the benefits and you'll get them reading your copy.
Other Headline Sources:
Writing Great Titles and Headlines
Writing Headlines That Beg to be Read
Effective and Attention-Getting Headlines and Titles
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