The First Ad Copy Weapon of Choice - The Headline - 28
There is no doubt that the greatest pressure upon people is time. Anything that will help people to save time and make things easier will be attractive to them. Writing a headline with that in mind is a sure way to get a large percentage of readers to read your ad copy.
Headline that reaches time-pressured people:
The Lazy ... Way to ...
Probably the most well-known headline read across the world is the first one that is used that says: The Lazy Man’s Way to Riches. How many times have you read that? Millions of people have responded to it. Why? Because it hits everyone where they're at.
It's not so much the lazy but the time that is really capturing the interest of people. Lazy in this case is another way of saying 'time-saving,' 'fast,' 'easy,' among many things that people relate to their daily lives.
The Lazy Man’s Way to Riches
The Lazy Workers Way to Building a Business
The Lazy Women's Way to Working at Home
The reason this works so well is that people are overwhelmed. It's a way of telling them that in spite of their busy lives, they can still increase in areas that they want to branch out into. This headline works powerfully to get them further interested in reading what you have to say.
One other powerful addition is the person resting in a hammock as far as a photo goes. The photo can say as much as the word in this case - and it works!
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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