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When Your Headline Sucks, It Doesn’t Really Matter How
Good The Rest Of Your Copy Is. Here’s What Not To Do:

1. Don’t be clever. Most of the time, the urge to be clever is a short-cut to avoid doing the work of creating an enticing promise that will prepare the reader to take the action you are looking for. Resist the temptation; a straightforward headline almost always works better than a clever one.

2. Don’t be boring. Remember that ultimately, what you are looking for is action. Action involves motion. Motion is prompted by emotion. And emotion is generated by excitement. Don’t settle for a headline that is more likely to produce a yawn than anything else.

3. Don’t assume your prospect knows what you know. It’s easy to fall into the trap of forgetting all the time and effort you put into building the knowledge and expertise you have on the product, service or information you are marketing. Make the effort to turn back the clock, in your mind, to when you knew far less. Don’t write your headline for sophisticated people; write for the person who needs to learn more.

4. Don’t focus on your process. The founder of Scott’s, the company that sells lawn care products, once said “People aren’t buying grass seed from us. They’re buying greener lawns.” What this means is, people are not interested, initially, in how the seeds are selected, or developed, or, for that matter, stored or shipped (the process). People are interested in greener lawns (the end result). Don’t focus on your process; focus on what the prospect gets.

5. Don’t merely try to arouse curiosity. You have to do better than that if you want your prospect to get up enough of an emotional head of steam to be ready to buy, or take some other crucial action, after they finish reading your copy. Curiosity at the outset won’t do it. Curiosity’s good, but what’s more important is desire. And intrigue.

By the way, you’ll learn how to write great headlines (in minutes) and a whole lot more at the Breakthrough Copywriting Seminar in Las Vegas February 18-20. This small-group, high-powered, exclusive program is only for people who really want to take their copywriting to the next level… and are willing to learn (and do) what it takes to get them there!

David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin’s Big Seminar Series and Carl Galletti’s Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.

David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to “eradicate copywriting illiteracy in the world.” Jay Conrad Levinson, author of the world’s best selling series of marketing books, Guerrilla Marketing, says, “David Garfinkel is the best copywriter I know.” Sign up for David’s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David’s World Copywriting Blog:

E-book Secrets Exposed
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This incredible ebook explains things nobody else has ever published before! This ebook explains the real way to make real money online with ebooks… Finally! Somebody gives people the truth about what it takes to make massive amounts of money with your own ebook… whether you wrote it or not!

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A fully interactive multimedia course by David Garfinkel, the man many call “The World’s Greatest Copywriting Coach.” David will show you “how to turn words into cash” in this groundbreaking tour-de-force. This course sets the bar for what Internet based learning should be.

AdvertisingHeadlinesThatMakeYouRich.com
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This ebook makes it unnecessary to write another headline ever again. David Garfinkel has been described as, “the world’s greatest copywriting coach.” He’s a successful results oriented copywriter and his new ebook shows you exactly how to adapt proven money-making headlines to your business.