We promise to never pass on your email address to anyone else.
I was recently asked by a novice copywriter for ideas on headlines. I told her to collect at least 200 pieces of what she considered was good direct response copy and split the headlines as follows:
1 Benefits 15 ways to lose 15lb in 15 days
2 Testimonials “I lost 15lbs in 15 days" Mary Smith, Bath.
3 Those that start “How" …. “ how you can lose 15lbs in 15 days"
4 Questions “Would you like to lose 15lbs in 15 days?"
5 Offers “Lose 15lbs in 15 days or pay us nothing"
6 Premiums “Free diet pills when you start our 15lb diet programme"
7 Curiosity “15 ingenious ways to lose 15lb in 15 days"
8 Celebrity “How Dr Smith lost 15lb in 15 days"
Anyway Rachel returned with her 200 pieces of copy all neatly split into the eight groups.
As we reviewed them we concluded:
1 Vague curiosity didn’t really work unless you included a benefit.
2 There were three headlines that we couldn’t categorise, mainly vague claims
about the product.
3 Specifics work best.
The examples I included is a different twist on the same idea and most also included the benefits.
Reflecting on the list I thought it would be a great way to split my own swipe file as it’s now massive but very disorganised. Problem is every time I start to tidy it up I’m sidetracked by a great piece of copy I’d forgotten about.
Every copywriter works differently but I always like to try and write at least 50 before I even look at the body copy. I’ll now use this list to help me cover all the bases.
Hope this has given you an idea or two.