Guarantees, added incentives and, definite deadlines give an added sense of urgency and importance to your headline. A guarantee offers immediate backup for any claim stated previously. You still need to prove it, but the fact that the promise is ‘ guaranteed ’ adds power and significance to the message of the headline. Picture your prospect reading your headline. You offer benefit 1, benefit 2, and benefit 3. Benefit #1 seemed impressive… benefit #2 astonishing. But Benefit #3 has never been offered before by anyone, as far as the prospect is concerned. It seems too good to be true… almost unbelievable. But then you follow this triple benefit headline with the statement “Guaranteed 100% Or It Doesn’t Cost You A Dime !" The guarantee by itself adds credibility to each of the benefits. The perception is that since it’s guaranteed fully -- it must be true. Now, I’m not suggesting that you misrepresent your benefits. Not by a long shot. In fact, I implore you to tell the truth, the whole truth and nothing but the truth. But at the same time… it’s your duty to make your offering as interesting and desirable as humanly possible. A guarantee helps you accomplish this by making your statement less of a stretch in the prospect’s mind. Added incentives compel readers because of the value they offer. When you can pack an appealing freebie into your headline, you attract more eyeballs. Free offers of specific importance tends to interest large numbers of people. The more lop-sided the value (in favor of the prospect) -- the more appealing it becomes. Definitive deadlines add a precise timeline to the offer by introducing an element of urgency. It’s a hot potato in your prospect’s hands – something he must deal with immediately, rather than cast it aside for a later time. Adding a specific expiry date in your headline and combining it with a strong offer gets people interested and activated. They know the material is time-sensitive, so they check it out right away.
another good post peter Kind Regards Stephen Doyle email: web: ccuk-ltd.com Killer Copy Writing Super Human Sales Training Direct Marketing
You made some good points there. It will be good to keep these in mind for the upcoming holiday buying season. Thanks!