If you want to make good use of your time,
you’ve got to know what’s most important
and then give it all you’ve got. ~Lee Iacocca
If you were trained under the benefits-not-features mantra, you likely spend most of your copywriting time fleshing out the benefits of your product.
That’s not a bad approach, actually. But it’s not your best bet either.
While benefits are important, they aren’t the key element in your promotion. The real power lies in your headline, lead and offer. Here’s a few suggestions for each of them:
The headline
Cute, clever, jingly headlines may show up in advertisements, but they aren’t the most persuasive. If you want to hook your readers, write the headline around 5 important criteria:
- It must be unique.
- It must suggest a need for urgency.
- It must make a promise that will benefit your readers.
- It must give specific details, not vague ideas.
- It must have universal appeal.
Master copywriters brainstorm anywhere from 50 to 100 potential headlines, then narrow the list to a few finalists before selecting the winner. The best headlines make a big, irresistible promise — with one caveat: Your promise can never be bigger than your proof.
The lead
If you were to analyze the most successful promotions over the last 50 or so years, you’d find that there are only six basic types of leads. You can:
- Make a big promise.
- Name a problem, then agitate.
- Offer secret information.
- Tell a compelling story.
- Make an invitation.
- Give a prediction, especially if it’s dire.
Which one is right for your promotion depends on your product and the promise you’re making. Make sure it flows naturally from the headline and leads smoothly into the rest of your promotion.
The offer
- It must be clearly stated and easy to understand
- It should be simple to respond to.
- It needs to provide a guarantee.
In between the lead and the offer is where you’ll put all the other good stuff: benefits, testimonials, success stories and everything else that builds credibility and trust.
Length is not an issue here. Whether you write a short email or a long-form sales letter, you still want to have a strong hook and a clear offer. Get these elements right, and you’re sure to improve your results.
photo credit: derekGavey, amulonphotography
