primer on how to consistently write v6 - amazon web...

“

Primer on How to Consistently Write Attention-Grabbing

Headlines…”

No Matter What Your Skill Level Is Today!

Lorrie Morgan-Ferrero | www.RedHotCopy.com

Support: [email protected] or www.RedHotHelpDesk.com 16141 Cohasset St. | Van Nuys, California 91406 | 877-293-8311 | © Copyrighted Material - All Rights Reserved

Meet Lorrie

Lorrie Morgan-Ferrero founded Red Hot Copy in an effort to work anywhere, raise her family, and still make a good living. Her background in journalism and acting prepared her for the creative (and competitive) nature of copywriting.

Lorrie’s copy has sold products and services in a ton of different industries like entertainment, real estate, event planning, the mommy track, professional speaking, seminars, hypnosis, beauty, medical, cosmetic surgery, clothing, health & fitness, nutritional supplements, martial arts, recreational vehicles, education, biz op, coaching, and more.

Her client list reads like a who’s who of gurus, successful entrepreneurs and big business. And her colleagues have nothing but praise for her unique, friendly style of writing and innovative marketing campaigns.

She is a frequent guest speaker. Lorrie has written award-winning home study courses, conducts world-famous copywriting trainings on how to sell to women, holds live workshops, and authored the original book, The She Factor based on her own She Factor Marketing System.



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Table of Contents

Why are headlines important? ........................................................................ 5

What are the qualities of a keeper headline? .................................................... 7

7 point checklist you can match up against your headlines ................................. 8

Headline Boo Boos ....................................................................................... 8

Which Headline Wins? ................................................................................... 9

3 Speedy Headline Templates for the Super Busy ........................................... 12

Lorrie, How Do YOU Write a Magnetic Headline? ............................................. 13

When Should I Use a Short Headline Versus a Long Headline? .......................... 15

How Do You Good Get at Headlines Quickly? The Swipe File Shuffle .................. 15

What makes a strong subject line? ............................................................... 17

Motivating Words for Headlines, Subject Lines, and Copy ................................ 18

The Headline Writing Process ....................................................................... 19

Headline Swipe File .................................................................................... 20

Lorrie, I Need More Help! .................................. Error! Bookmark not defined.



“Grab Their Attention With Your Online and Offline Powerful Marketing Headlines”

We’re bombarded with information every day. It’s too much to absorb so we’ve evolved into a society with Attention Deficit Disorder, so to speak. We jump around from subject to subject until we see something bright and shiny – a headline that intrigues us. Once our eyes are hooked, we might be willing to scan down to the copy underneath. But we must be reeled in first! A powerful headline is CRITICAL.

Each year, the Poynter Institute does a study on eye tracking. They basically get a group of volunteers to sit in a room, each in front of a computer that is wired to follow and measure exactly where their eyes go. In 100% of cases, the eye stops and lingers in the upper left hand corner where the headline would be. If there was a graphic, it skipped down below it and went straight for the headline. A headline is like “eye bait” so you need to make sure it’s attracting the right fish or target market. But how do you know if you have a good headline?

Why are headlines important?

CASE STUDIES FROM MARKETING EXPERIMENTS

One marketer discovered the value of testing by trying 4 different headlines for a diet product, over a 3-month period. The sales material remained identical. Only the headline was different in each case.

The headlines were as follows:

1. Breakthrough New Diet Product!

2. A New Diet Revolution!

3. How A Texas Housewife Lost 23.5 Pounds In 32 Days!



4. Dieting Secrets Of a Desperate Housewife!

Every individual response was carefully tracked and recorded. The actual documented results may surprise you.

Total sales were 165 units over this testing period.

Here’s a breakdown of the results each specific headline produced:

1. 13 Sales (8% of total sales)




As you can see, the most successful headline produced nearly 12 times the number of sales of the least responsive headline!

Here’s an example of an intellectual headline:

”Financial Strategies For Successful Retirement”

It’s a straightforward statement. But does it move you? Does it inspire you to take any kind of action?

Let’s add a little emotion to it. Here’s a stronger version:

“Discover How You Can Retire In First-Class Comfort And Achieve Total Financial Freedom On Just $5 A Day!” Think about your own interests and the kinds of appeals that get you to sit up and take notice. Do you respond with intensified interest when a basic emotion you already have is set off, leading you to want to know more?

You see...as human beings we are literally driven by our emotions. It’s impossible to separate those emotions from our thoughts. We attach feelings to everything including people, situations, messages, actions, and decisions.



We’re directed by our feelings. Keep that in mind as you work on your headlines.

What are the qualities of a keeper headline?

If your headline does ALL of the following, it’s a keeper. If it slips in just one area, get rid of it.

=> Gets Attention

Your headline should stop your reader in his tracks. It’s the flagging motorist on the side of the road. Will you hang around or keep on driving?

=> Identifies Target Market

Make sure you’re marketing to the RIGHT people. Your sales go up when you’re talking to people who are interested in what you’re selling. You can’t serve everyone, PERIOD.

=> Delivers A Benefit-Packed Statement

A benefit explains what’s in it for them. The advantages and solutions are identified as benefits. This is where you need to pull out all the stops to woo and entice your readers. (Benefits are not the same as features, which are the specific characteristics of the product).

=> Entices The Prospect To Read On

Couple your powers of seduction with a strong benefit. Your readers should be drawn to learn more. But, just like in a relationship, never offer more than you can deliver.

=> Hints At The Promise Hidden In The Copy

The headline’s job is to keep the prospect reading. A powerful headline almost guarantees the reader will continue on – at least to the next paragraph. Remember, it’s only by delving into the copy that you can turn your words into sales. Tickle their fancy with alluring words to keep them reading.



7 point checklist you can match up against your headlines

1. Is it in present tense? 2. Does it have action words that get a reaction (whether positive or

negative)? 3. Does it identify the target market? It isn’t requisite but they should

know by reading the headline if they should continue reading. 4. Does it reveal a benefit? Again, it doesn’t have to but the headlines

that do appeal more quickly to readers. 5. Does it relate to the copy below? You can’t have a headline that reads

“Discover the secrets of milking cows” and have copy relating to chickens. It must be relevant.

6. Does it entice the reader to keep reading? A headline’s job is to capture attention.

7. And most of all, on a scale of 1-10, is the best headline I could use?

Headline Boo Boos

Don’t have multiple interpretations of your headline. Examples:

“Infertility Unlikely to be Passed On” “Astronaut Takes Blame for Gas in Spacecraft” “Kids Make Nutritious Snacks”



Which Headline Wins?

Test your knowledge by comparing each of the two headlines below and guessing which one wins…and WHY!

Headline A

1. “How To Make Your Food Taste Better” 2. “How To Get Your Cooking Bragged About”

# 2 was the winner with 42% more sample requests.

It plays on the ego and emotional impact of being the best cook around.

~~~~~

Headline B

1. “Can You Spot These 7 Common Decorating Sins?” 2. “To The Woman Who Wants A Career In Interior Design” # 1 won with 246% more coupons mailed in. Which 7 decorating sins? Do I make one? Which one? It appeals to a deeper core desire – the desire to be liked, to be popular, to be accepted. This headline is derived from the famous headline, “Do You Make These Mistakes in English?”

~~~~~

Headline C

1. “Tension headache?” 2. “When Doctors Have Headaches, What Do They Do?”

# 2 won with 71% more orders. Doctors enforce credibility, especially in men. Funny enough, women prefer the creditability of nurses.

~~~~~



Headline D

1. “Now try this vitamin” 2. “Now try the vitamin of champions”

Tie. Both pulled the same. That’s why testing is so important.

~~~~~

Headline E

1. “Use these eyedrops for bloodshot eyes” 2. “How to give quick rest to tired eyes”

#2 won hands down. #1 did very poorly. #2 was a result of literally asking the customers why they bought the product. They used the answer in the ad.

~~~~~

Headline F

1. “Women’s sweater sale at below wholesale price $19.99” 2. “Would you buy a woman’s $65 sweater for $19.99?”

#2 sold out the sweaters in 2 days. Gary Halbert has consistently used the same headline to sell everything from toys to clothing to food. Has curiosity and benefit in one headline.

~~~~~

Headline G

1. “I never bought stocks before – how do I go about it?” 2. “What do I own when I own a share of stock?”

#1 because it offers practical advice.

~~~~~



Headline H

1. “Save one gallon of gas in every ten” 2. “Car owners! Save one gallon of gas in every ten”

#2 did 20% better because it was directed toward a specific audience.

~~~~~

Headline I

1. “Hay fever!” 2. “Dry up hay fever!”

#2 had a 27% increase in requests because it added the promise of a benefit.

~~~~~

Headline J

1. “Men’s thick terry robes: $65” 2. “We first saw these in the Crillon Hotel on the Place de la

Concorde in Paris” #2 tells a story. Gary Halbert’s client sold out the first shipment on the first day.

(Side note: Check out Gary’s free site at www.TheGaryHalbertLetter.com. His sons keep it maintained even though Gary has passed on. He was one of my favorite copywriters and a great inspiration.)



3 Speedy Headline Templates for the Super Busy

Headlines are arguably the most important component to eye-catching copy. If you don’t have a compelling headline, odds are you’ve lost your prospect for good. Ideally you should write anywhere from 50 to 100 headlines before choosing one. But sometimes you just don’t have time. I have the solution. Swipe these 3 templates, fill in the right words and ta dah! Instant headline!

1) How To

How to ___________ (get) __________________ (the biggest benefit your product delivers)

Example:

How To Make $87,000 Per Year As A Magazine Writer!

How to headlines are particularly attractive to people looking for information – which is their main activity on the Internet.

2) Quantify it with numbers. (Note that you need to tear up the English teacher rule book here. No number is spelled out – it’s all numerals. In other words, forget about the one, two, three – it’s 1, 2, 3. There’s something psychologically powerful to our eyes when we read a numeral that just ain’t there when we read a spelled out number).

____________ (specific number) ways to _________________ (dramatize the big benefit)

Example:

7 Easy Ways To Save Money On Groceries Without Clipping Coupons And Running All Over Town Just For Those Sale Items! People respond very well to finite numbers in headlines – they want to know exactly how much information they’re going to get.



3) If … Then...

If ___________________________________, then __________________!

Example:

If You’re Looking for One Convenient Source for All Your Business Needs, We Offer a Huge Selection of Office Supplies

This format almost always works because it states a problem and the solution right there in the headline. That’s what people are looking for…the solution to some problem.

Lorrie, How Do YOU Write a Magnetic Headline?

When I first started writing copy I started at the beginning and wrote all the way through till the end. It wasn’t until I was in the copywriting business for some time that I realized that copywriting is not a linear process. It was much easier to break it down into chunks or building blocks then move them around and stack them up to form the sales copy.

My advice? Don’t write the headline FIRST. It’s like the cherry on top of the sundae. (I’ll share my actual headline-writing process at the end of this primer.) Meanwhile, try breaking your copy into stages to avoid paralysis…



Stage I – Here’s where you collect all the background material you can find on your product/service. Deeply research your target market. Also study others in your industry. All this legwork needs to be done before you write a single word of copy. Thank goodness for the Internet!

Stage II – In this stage you dissect your product/service to find out what the emotional components are and how they will appeal to your target market by pinpointing the features and benefits. You also get inside her head and anticipate what she wants to know so you can overcome any objections in the copy. This comes through as Frequently Asked Questions. Finally, you create bullets.

Stage III – This part explains the conditions of exactly what she gets for her money. You lay it all out on the line here. What is the offer? Is there a guarantee? Bonuses? What is your call to action to get her to buy now? And your post script(s) can be created here as a secondary call to action.



Stage IV – This final stage is where the creative aspect comes in. If you start here, as I used to, it’s very easy to become paralyzed. Create the other Stages first and the final stage will flow much easier. Headlines and subheads go here as well as your opening or hook. Often the opening plays off the headline so it’s natural to create them together. The story may be part of the hook or opening as well. And testimonials can actually be gathered throughout the copywriting process but since they don’t exist until there have been customers, I put them at the end of the process.

When Should I Use a Short Headline Versus a Long Headline?

Shorter, more traditional headlines were used when there was a limit due to print space. With the Internet, length isn’t an issue as far as $$, but often they can lose their impact due to turning a headline into a paragraph.

RULES OF THUMB FOR LONGER HEADLINES:

• Should be benefit-oriented. • Use the rule of threes if it needs to be long. • All of us actually read copy out loud in our brains if we’re engaged in the

message. Should be able to read it aloud while taking breaths at appropriate punctuation. Every comma, ellipsis (…), period, colon, and semi-colon causes the reader to pause for a breath in their heads. Use them appropriately. If it’s too long to read aloud and keep your attention, it’s too long.

RULES OF THUMB FOR SHORTER HEADLINES

• Use swipe files to model headlines that have worked for decades.

How Do You Good Get at Headlines Quickly? The Swipe File Shuffle

“If writers write, do copywriters copy? Yes.”



Unknown

“To take someone else’s idea and claim it for your own is stealing. But to take ideas from two or more sources and combine them – that’s creativity.”

Oliver Wendell Holmes

“There is nothing new under the sun.”

William Shakespeare

There is a fine line between swiping and plagiarism but suffice it to say you should never copy word for word unless you are looking to build a relationship with an attorney. Look at other people’s copy for inspiration and to follow the cadence or flow of the copy. There is a definite pattern. The more you read other people’s GOOD copy, the quicker your own skills will improve.

I hate to be the bearer of bad news but you know all that junk mail you stand over the trash can and toss? STOP IT. The copy on those letters and magazines are field-tested and proven to get people to take action. You need to set aside a roomy box or file cabinet where you can collect the following:

♦ Direct mail letters (including the envelop and inserts) ♦ Postcards ♦ Magazines www.magazines.com

o Trade magazines o National Enquirer type www.nationalenquirer.com o Rodale Publishing magazines www.rodale.com

§ Reader’s Digest § Men’s Health § Prevention



o Boardroom Publishing www.boardroom.com (publish inside info on health and money)

♦ Newspaper headlines o USA Today o Wall Street Journal o Washington Post

♦ Internet web sites and copy (print out)

What makes a strong subject line?

A recent study done by e-mail monitoring company Return Path showed that subject lines with 49 or fewer characters had open rates 12.5 percent higher than those with 50 or more characters. The study also found that click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more characters. Want to increase your open and click-through rates? Keep your subject line short and sweet.

25 Winning Email Subject Lines:

It doesn’t matter how good your email is if they don’t open it. Here are 25 of my faves.

1. I hope they don’t think this of you 2. I was so embarrassed 3. Could I get your opinion? 4. You okay? 5. A compliment 6. I’ll be at my desk all day 7. <NAME>, I heard about you 8. What’s your <BUSINESS HERE> style? 9. Your presence is requested 10. Have you seen this yet? 11. Heard about this? 12. Heads up! Happens soon… 13. Hope you can make it… 14. Will you join in? 15. I would have called personally, but… 16. Your private info access



17. I could not make this up if I tried… 18. Are you available? 19. Can we talk soon? 20. Who do I make your check out to? 21. Know you are busy so I will be quick 22. I hope you get this in time! 23. Here is your courtesy reminder… 24. Is it possible to clear your calendar? 25. Are you in?

Motivating Words for Headlines, Subject Lines, and Copy

Copywriters use about 3,000-5,000 words over and over again. (I don’t know the exact number but I do know the emotional words are used regularly because they work.) I recommend buying the book, “Words That Sell” by Richard Bayan. It’s a marketer’s thesaurus. Meanwhile, here is a list of some of my favorites.

Abolish Define Implement Refresh Accelerate Defuse Improve Replace Achieve Deliver Increase Resist Act Deploy Innovate Respond Adopt Design Inspire Retain Align Develop Intensify Save Anticipate Diagnose Lead Scan Apply Discover Learn Segment Assess Drive Leverage Shatter Avoid Eliminate Manage Shave-off Boost Ensure Master Sidestep Break Establish Maximize Simplify Bridge Evaluate Measure Solve Build Exploit Mobilize Stimulate Burn Explore Motivate Stop Capture Filter Overcome Stretch Change Finalize Penetrate Succeed



Choose Find Persuade Supplement Clarify Focus Plan Take Comprehend Foresee Position Train Confront Gain Prevent Transfer Connect Gather Profit Transform Conquer Generate Raise Understand Convert Grasp Realize Unleash Create Identify Reconsider Use Cross Ignite Reduce Whittle-down Decide Illuminate Implement Win

The Headline Writing Process

Here is a fail-proof plan for writing your headlines:

1. Find a special marketing pad you save just for marketing. This is part of ritualistic writing that will make your marketing more fun. When you get that particular pad out, you mentally know it’s time to get busy. Plus it’s helpful to go back through former ideas and see if they translate to your current marketing campaign. Some people like legal pads, steno pads, spiral-bound journals, hard-cover books. Make your own choice.

2. Review headline swipe files and emotional words. While I’ve given you a head start with swipes in this headline product, I recommend you also begin collecting your own. Modeling, not plagiarizing is what marketing is all about.

3. Fall in love with your timer. It’s very easy to procrastinate when it comes to doing anything. Headlines are no exception. I recommend working in 15 minute bursts when it comes to writing headlines. You can do anything for 15 minutes, right? Well, maybe not hold your breath but you know what I mean

4. Write a minimum of 100 headlines. A funny thing happens with copywriting…you get better as you take your head out of the game. The headlines you come up with at the end of your process are undoubtedly better than the first ones you wrote.

5. Have fun. When you’re enjoying what you’re doing, it comes through in your copy. If you’re not in the space for fun right now try some of these emotion-altering tricks I use:

a. Listen to your favorite music



b. Dance c. Sing d. Exercise e. Get some fresh air f. Take a nap

Headline Swipe File

These are classic print headlines. Obviously on the Internet there isn’t the space issue that exists in print…but that doesn’t necessarily mean your headlines should be a paragraph long. If you go with a longer headline be sure to read it out loud and be sure it sounds smooth. If you pause for a breath while reading, you probably need to add some punctuation to break it up.

The Secret of Making People Like You

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A Little Mistake That Cost A Farmer $3,000 A Year

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Advice To Wives Whose Husbands Don't Save Money - By A Wife

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The Child Who Won The Hearts Of All

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Are You Ever Tongue-Tied At A Party?

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How A New Discovery Made A Plain Girl Beautiful

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The Last 2 Hours Are The Longest - And Those Are The 2 Hours You Save

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Who Else Wants A Screen Star Figure?

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Do You Make These Mistakes In English?

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Why Some Foods "Explode" In Your Stomach

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Hands That Look Lovelier In 24 Hours - Or Your Money Back

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Five Familiar Skin Troubles - Which Do You Want To Overcome?

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How I Improved My Memory In One Evening

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Thousands Have This Priceless Gift - But Never Discover It!

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Whose Fault When Children Disobey?



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How A "Fool Stunt" Made Me A Star Salesman

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Have You These Symptoms Of Nerve Exhaustion?

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Guaranteed To Go Through Ice, Mud or Snow - Or We Pay The Tow!

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Have You A "Worry" Stock?

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How A New Kind Of Clay Improved My Complexion In 30 Minutes

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161 New Ways To A Man's Heart - In This Fascinating Book For Cooks

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Is The Life OF A Child Worth $1 To You?

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Do You Do Any Of These Ten Embarrassing Things?

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Six Types Of Investors - Which Group Are You In?

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How To Take Out Stains... Use (Product Name) And Follow These Easy Directions

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Today... Add $10,000 To Your Estate - For The Price Of A New Hat

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Does Your Child Ever Embarrass You?



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Is Your Home Picture-Poor?

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How To Give Your Children Extra Iron - These 3 Delicious Ways

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To People Who Want To Write - But Can't Get Started

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This Almost-Magical Lamp Lights Highway Turns Before You Make Them

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The Crimes We Commit Against Our Stomachs

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The Man With The "Grasshopper Mind"

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Throw Away Your Oars

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How To Do Wonders With A Little Land

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Little Leaks That Keep Men Poor

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Pierced By 301 Nails... Retains Full Air Pressure

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No More Backbreaking Garden Chores For Me - Yet Ours Is Now The Showplace Of The Neighborhood

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Often A Bridesmaid, Never A Bride



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How Much Is "Working Tension" Costing Your Company?

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To Men Who Want TO Quit Work Someday

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How To Plan Your House To Suit Yourself

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Buy No Desk - Until You've Seen This Sensation Of A Business Show

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I Lost My Bulges - And Saved Money Too

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Why (Brand Name) Bulbs Give More Light This Year

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Imagine Me - Holding An Audience Spellbound For 30 Minutes

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Did You Ever See A "Telegram" From Your Heart?

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New Shampoo Leaves Your Hair Smoother - Easier To Manage

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It's A Shame For You To Not Make Good Money - When These Men Do It So Easily

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You Never Saw Such Letters As Harry And I Got About Our Pears

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Thousands Now Play Who Never Thought They Could



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Great New Discovery Kills Kitchen Odors Quick! - Makes Indoor Air "Country Fresh"

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Take This 1-Minute Test - Of An Amazing New Kind Of Shaving Cream

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Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things

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For the Woman Who Is Older Than She Looks

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Here's A Quick Way To Break Up A Cold

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If You Were Given $200,000 To Spend - Isn't This The Kind Of (Type of Product, But Not Brand Name) You Would Build?

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67 Reasons Why I Would Have Paid You To Answer Our Ad A Few Months Ago

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Suppose This Happened On Your Wedding Day

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Are They Being Promoted Right Over Your Head?

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What Everybody Ought To Know - About This Stock and Bond Business

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Former Barber Earns $8,000 In 4 Months As A Real Estate Specialist

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Greatest Gold-Mine of Easy "Things To Make" Ever Crammed Into One Big Book

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The Truth About Getting Rich

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Own A Business Of Your Choice Without Investing 1 Cent

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How To Make A Fortune Today Starting From Scratch

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The Secret To Being Wealthy

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Dare To Be Rich

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A Startling Fact About Money

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How To Discover What You Are Really Good At



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The Most Expensive Mistake Of Your Life

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How To Write A Business Letter

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How To Start From "Scratch" And Become A PO Box Millionaire

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Lorrie, I Need More Help!

Congrats on going through this guide. I certainly hope it’s been eye-opening for you. I know I personally would have given my eyeteeth for a guide like this when I was starting my business. It would have shaved years off the struggle I went through to become a success. Nevertheless, if you feel like you would like some more help with your copy, I have two options.

Option One: Hire me privately to write your copy. We can start off small and see how we work together. Good copy is an investment worth making because you can actually MAKE MORE MONEY. Don’t be wary of the cost…I have fees that fit in most realistic budgets. Simply set up a ticket at www.RedHotHelpDesk.com and my team will get back to you.

Option Two: Hire me privately to edit your copy once it’s composed. The investment for my personal time is much less when you’ve used this product because you already have some training in MY style of writing. Again, just set up a ticket at www.RedHotHelpDesk.com and my team will get back to you with options.

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