What does this have to do with copywriting?
Copywriter Victor Schwab once said:
"You as an advertiser are an unwelcome guest - let's be honest - even an intruder."
But a single sentence is enough to transform a reader or viewer into a potential customer who will give you their undivided attention - no matter what they are doing.
One sentence turns you from an "intruder" into a "favorite guest."
Now you are probably asking yourself:
“What kind of magic sentence is that?”
It's the headline.
It is the most important sentence in copywriting and the only way to grab your customer's attention.
That’s why the headline only has these 2 tasks:
Addressing the right customers.
Give the customer a reason to read the first sentence of your copy.
And the easiest way for the headline to fulfill these two tasks is with a promise.
Is called:
You have to promise the customer a benefit so powerful in the headline that they can't ignore your ad.
Or the negative approach: You belgium phone number list promise that something terrible will happen if he doesn't read your advertisement.
Walter Epp - schreibsuchti nachdanklich
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Of course, "negative" headlines attract more attention - you can see that in the news.
But: Positive headlines usually sell better.
Why? Because negative headlines can trigger fear and worry and put people in a buying mood.
Positive headlines, on the other hand, stimulate desire and create a purchasing mood.
That's why I do it like this: I use negative headlines as subheadings to maintain curiosity. But the first headline is positive.
Pro tip from Walter's experience
Give me 5 days and I'll give you a magnetic personality
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