Your Headline MUST Be Based On A BIG Idea/Angle
Just one, not two.
BIH = UBP x UM x IIA (Big Idea Headline = Upfront Believable Promise x Unique Mechanism x Intellectually Interesting Appeal)
1. It has to be a unique believable promise.
2. It also has to be Unique - original, unexpected, different from what the prospect has already heard/seen before.
3. Finally, it must be specific, concrete, tangible. They can almost feel it.
Your Message Here:
Story Line Introduction/Lead
Ties into the BIG idea headline.
Creates an emotional connection with the reader that heightens their desire for the solution.
This then leads to the product and what it will do for the prospect.
Introduce the product here.
Mention it’s name and how it was created/when it was released.
Bullets: What Will it Do For Me?
A bullet expresses a clear benefit and promise to the reader that will be derived from using the product.
They’re like mini-headlines.
Bullets encourage the scanning reader to go back into the real meat of your content, or go forward with your call to action.
They can be as little as 5 for a tube of cream to as much as 50 for a book.
Basically what you are doing it to take the features of the product, it’s make up and thinking, “what benefit would the user derive because of this features:”
For example –
instead of just saying…
“Lowest prices”, say instead, “You save big money with our low prices.”
“Quietest ride in the industry,” say instead, “You’ll enjoy the quietest ride of any vehicle made today.”
“Fastest degree program online,” say instead, “You’ll get your degree faster with us than any other online program.”
Keep them short – There are exceptions, but you should try to keep them short – no more than three or four lines max.
Vary the length of your bullets – Some can be one sentence or even a short phrase. Make others two, three, or four sentences in length.
Make them benefit-oriented – This might seem obvious, but I've read too many bullets that just list a feature – with no benefit in sight.
Sub-Headlines: *Objections + Marketing Arguments
Once someone hears an idea, what are all the possible objections they’re going to have once they hear that idea.
This is really easy to find out.
You can ask your family members, your friends, potential prospects if you have them, people you meet on the street – mention the BIG idea to them and ask them what they think of it.
What are the objections? Brainstorm all the objections and wither type them out or write them down.
After you’ve written these sub-headlines down, you will now turn them into subheads.
These objections will become your sub-headlines. So if you have 5 objections, you’ll have 5 sub-headlines; 8 objections, then you will have 8 sub-headlines, and so on.
When you have these objections all written down, they need to be addressed in a logical order, so that it flows sensibly.
Why Should I Trust You? Who Else Has Bought/Used This?
Add testimonials here.
Here’s what other people who have used _________ say about it.
Oh I thought you’d never ask! Here’s what someone people who have bought this product have to say about it.
+ Deliverables: What are they getting in exchange for the money they will spend?
+ Price (trivialized - cup of coffee)
+ Terms (payment plans - soft offer better than hard offer)
+ Premiums / Bonuses (relevant - address objections / fill gaps)
Always give a money-back guarantee.
tell them they can return it and get a full refund.
Always use a time-period for your guarantees. 30-90 day guarantees are good. 365 day guarantees are great. Lifetime guarantees are best. The longer the guarantee period, the better for your sales.
Examples of Guarantees:
Physical product: Put us to the test! Use [PRODUCT] for up to [LENGTH] days, risk-free. If for any reason you are not completely satisfied, simply return the product for a FULL refund. Just drop us a line at [EMAIL ADDRESS] to take advantage of our [LENGTH]-Day Money-Back Guarantee.
Urgency + Scarcity:
If something is not scarce, then it is not desired or valued that much.
Give them a reason to respond NOW and tell them what will happen if they don’t by amplifying the consequence.
By the way, I think it’s only appropriate to tell you that every day around 2,700 people land on this page and read the same thing you’re reading right now.
Physical Product: And most buy it, meaning, we may run out of stick soon. And even though we have ordered another container from our suppliers abroad, we are not sure when they will arrive. In other words, if you are the least bit interested, act now. Tomorrow might be too late.
This price you’re seeing it at right now [[put price here]] is an introductory price. We are testing the prices to see which one will sell more and the fact that you’re seeing it right now selling for is a one-time opportunity.
If you do not buy it right now, you will not get it at this price ever again. If you come back in two or three days, the price will have changed and probably doubled.
So while you still have the opportunity, lock in this low price now.
How To Buy:
Add payment details here
Always give people different options to pay with.
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