Write Headlines Like The Copywriting Pro You Are! Headlines, Slogans, Email Subjects + More! | Mike Naus | Skillshare

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Write Headlines Like The Copywriting Pro You Are! Headlines, Slogans, Email Subjects + More!

teacher avatar Mike Naus, Build. Play. Repeat.

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

16 Lessons (1h 1m)
    • 1. Introduction

    • 2. The Target Customer Avatar... Who Is Your Customer, Really?

    • 3. How To Get In A Copywriter's Mindset

    • 4. What Is The AIDA Formula?

    • 5. The Four U's Of Incredible Headlines

    • 6. What Does The Headline Do, Exactly?

    • 7. The Magic Of Numbers In Headlines

    • 8. Want To Get Attention? Eliminate This One Letter From Your Headlines

    • 9. Building Sub-headlines. The Continuation Of The Attraction Process

    • 10. The 12 Step Copywriting Formula For Nearly Guaranteed Success

    • 11. Written Sales Letters Versus Video Sales Letters... The Difference And Who Wins?

    • 12. Add Scarcity To Your Offer And Make Sure You Do This One Key Ingredient!

    • 13. Swipe Files: 40 Classic Headline Templates That Get You Noticed!

    • 14. Essential Headline Secrets: The 7.T.A.K.P Formula

    • 15. Building Headlines With The 7TAKP Formula

    • 16. Pow! (Power Words That Wow)

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About This Class

Will You Beat 80% Of Readers And Read Past This Headline?

Write Headlines Like The Copywriting Pro You Are! Headlines, Slogans, Email Subjects + More! aims to help marketers, small and large business owners and anyone interested in learning about the seductive process of writing headlines that gain attention, ignite interest, create desire and lead to action!

Write Headlines Like The Copywriting Pro You Are! Headlines, Slogans, Email Subjects + More! covers content from all corners of successful headline creation, from defining your target audience to swiping headline templates... and everything in between.  

My name is Michael Naus and I'll be your instructor for this beginner-to-advanced course on building sentences that attract customers... The headline!

Without a doubt the headline is the most important part of the selling process for one simple reason: It attracts the reader and builds curiosity in your product or service so the reader will want to learn more.

Headlines aren't simply for sales copy.  You use headlines in all sorts of scenarios and places you might not even consider:

  • Email Subject Lines

  • Contact Information Forms

  • Advertisements

  • Slogans

  • Online Dating Profiles

  • Billboards

And other places that potential customer's will be!

But How Do You Create Headlines That Attract, Build Interest And Desire That Lead To Action?

Follow formulas and scenarios throughout the course to build quality headlines that convey the right message to the right audience!

Sure, there's practice involved with creating great headlines, but there are key elements that are necessary to turn potential readers into happy customers which will be covered throughout the course.

Course lecture topics include:

  • The Target Customer Avatar... Who Is Your Customer, Really?

  • What Is The AIDA Formula?

  • What Does The Headline Do, Exactly?

  • Building Sub-headlines. The Continuation Of The Selling Process

  • And More!

If you've ever had the task of creating a headline for any sort of reason, this course is for you!

Meet Your Teacher

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Mike Naus

Build. Play. Repeat.


Hello, I'm Mike, welcome to my About Me!

I'm glad you decided to check out my profile and I'm excited that you're interested in learning with me!  I have always had a deep passion for marketing and I'm hoping that some of my knowledge will help you build yours!

I have certifications in copywriting and content marketing as well as in-depth knowledge of many other digital marketing areas.  

I'm happy to help you in any way to get the very best from me and other marketing teachers.  Feel free to reach out and I'll do my very best to help you along your journey!

See full profile

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1. Introduction: how to craft converting headlines and write copy like a pro writing words that sell copyrighting serious craft headlines, slogans, email subjects and mawr to attract and convert. Welcome. Let's learn how to attract. From the very beginning, let's find out where we can use compelling, targeted headlines. We can use targeted headlines in all sorts of places, from sales copy pages to video sales letters. Email campaigns would use emphasis Logan's for signs. We can use them in advertising campaigns. We can use them for online dating profiles and many, many more. So why is that important? Advertisers are looking to do one thing with a headline. Attract your attention when you can confidently attract the attention of your intended customer. You continue the sales approach for anything. Now this course is going to teach you exactly how to determine your target audience. Kraft attractive headlines that are designed specifically for that target audience. Discover tactics to quickly create great headlines for any use and create interest and desire in your audience to make them want to learn more. Throughout this course, I want to remember the A B. C's of great selling attraction benefits and close the staple of any great sales letter advertising, book cover or anything you write to grab attention so that you're perfectly crafted. Headline will begin to answer that question. Your audience is asking themselves, and that important question is what's in it for me. So let's learn how to build great headlines and start the attraction process and any kind of great sales copy. Let's get right to it. 2. The Target Customer Avatar... Who Is Your Customer, Really?: Hi, everyone. Let's take a look at who your target customer is so that we can positively identify them and write some really great headlines for them now just to walk through this printout, which is available in the next lecture. What we're gonna do here is positively identify the type of customer that we ideally would want for our business or for a service or forever. We're creating our headlines for and as you can read along the top there. Any sales copy becomes much easier to write when you can positively identify your target customer, and the better your products and services will be to helping that customer. And what I want you to do is use this one page sheet to create your ideal target customer, and that will allow you the ability to learn that pain points and be able to speak to them directly and develop solutions to all their problems. So when we're just taking a look through this target customer avatar, the first section is fairly straightforward, and that is just their age. So what we're looking for here is maybe a small age range or an exact age, or maybe could be a wider injured range. I wouldn't necessarily target the range of maybe over 20 years because then you're getting into a broader targets and a bigger range that maybe we're not able to positively identify Who exactly is our target customer in that age range. But a couple of years, 5 to 10 years, maybe 15 years is certainly okay when we're looking at who are ideal Target customer would be next. We're looking at the gender. Is that males? Females? Both their marital status. Are they single? Are they divorced? Are they married with Children, which is actually the next next part here? These two go together and again we're looking at maybe the number and the age of those Children. Do they have preteens? They have teens. They have kids that have already moved into the home that kids in college Are they new parents are firstborns things like that. Where is your target customer located? Are they located? Say, on your street or in your city? Maybe there in your state or province or your country. Or maybe they're in a much larger geographical range. Like, say, the continent, for example, was a particular quote that you would use to identify this target customer. Would it be, for example, I spend too much time working when I should be at home with my family or something like, I can't wait for the weekends? Because then I can go up to the cottage. Something like that. Just quote that. Maybe they would say, Or maybe they would think that would define them. You would right there. Next would be their occupation or their income. Are they teachers or the government workers? Do they own their own business? Are they involved in a start up? Do they make over $200,000 a year? Do they make under $30,000 a year? And finally, we're looking at their education level. And what we're looking at here is, are the high school graduates for Maybe they're currently in high school. Are they completing their Ph. D. Do they already have two PhDs or something like that? And what we want to do again is just Philo as much of this and be as specific as possible so that we can later target our headlines and whatever we're selling to this person or these people. So once we have that part of the Target customer avatar figured out, The next part is a little bit more detail ing, and what we're looking at here is the goals, values, challenges, pain points, the sources of information, that role in the sale of any objections they would have to the sale. So for goals, what we're looking at here is I want to retire in the next 10 years, or I can't wait to Graduate University and get a warrant. My first job, or maybe they're looking at buying the first car or they want to get discounts on concert tickets or something like that. What kind of things do they value? Do they place a high emphasis on being green and being careful on Stewart's to the environment? Do they value their alone time away from maybe family and friends? Do they value the time they spend with their family and friends? Do they value a good deal or a hard to find discounted coupon, for example, do that place value and always being the first person to have the latest piece of technology? Things like that, you put in the values next for the challenges. What kind of challenges is this person or this group experiencing? Do they have a challenge of waking up at their alarm clock on Monday morning? Do they have an inability to maybe leave the job or the office at, say, closing time at 5 p.m. Let's say, for example, do they find that their home is disorganized or cluttered because they never have any time to clean up their house? For example, what type of pain points do they have now, when we're looking at pain points for the challenges, this is the area that is going to be further Lee. Defining the challenges and maybe a pain point for a customer or a potential customer would be. I never get to see my son play baseball because I'm always at the office. Let's say, for example, or another pain point would be. My pool is never clean because I have no time to clean it. Now we're looking at sources of information these air places where this customer would find information and it will be things that they would likely read or see or visit or do and things like that. So what kind of magazines of these types of people read. Do they read Time magazine to read National Geographic to the read cycling magazine? Do they read Oprah? I don't know. For example, what type of authority figures do these types of people have? Are they relating to business leaders or maybe celebrities? What type of websites to these people visit? Do they always visit specific forums? And they're always chatting on specific forms, for example, or they're getting their news information from the BBC. I don't know, for example, what type of conferences or events to these people attend. Do they go to concerts often likely like outdoor music, for example, of your music festivals? Do they always go to tech conferences and tech events due to maybe go to the RV show every year in your city? And what other sources of information to the help do they listen to maybe radio stations or any kind of TV shows that they might watch? You would list them here, and finally, what we're looking at at the bottom here is their role in the sale and their objections to the sale. So the role in the sale would be well, is your target customer going to be the person that's going to be primarily using whatever it is you're selling. Or maybe they're buying on behalf of another person in the family or for a client or something like that. And what objections that they have to the sale. Would it be maybe a time restraint or a cost restraint? Or there's too many options in the marketplace and it can't decide anything that they would have objections to actually buying your product or service at this time. You would Let's sit here. So once we have figured that out and we filled out this Target customer avatar as much as possible, we'll have a really good idea of the types of customers that we're targeting with our headlines and with our copy. And this will allow us to more easily grab their attention because we can write things and we can say things that really speak to this target customer that we've created here 3. How To Get In A Copywriter's Mindset: In short, copyrighting is an essential part of any marketing effort. As begin a copywriter. Sometimes you can feel overwhelming to know where to start, which is, I guess, why you're here taking this course Fear not, though. As we work through the course, you'll gain confidence and, through practice, get really great at creating compelling copy. So whether you're talking about headlines or images or videos, or whatever the underlying effort in any of your communication to your audience is copy now . What I want you to do is, for example, think about times when you walk through into a computer store and someone approaches you and asks you if you need any help, something like Need any help will likely get a quick no response right, and that ends their entire sales approach or sales campaign towards you. However, if they used an opening like, for example, did you know that computer will play the world's most powerful video games or it includes many software upgrades specifically designed for beginners? Would that definitely grab your attention and engage you in learning more about that particular computer? Absolutely so great. Copy equals attraction plus engagement. No, there are different forms of copy that you can use, but they all effectively answer the important questions for your reader. What's in it for me? What do I get? How will this help me now if you notice there is a common theme, and that common theme is, How does it help that person to write? Great copy. You need to answer those questions for your audience. Writing copy isn't about you, the sales guy. It's about them. The buyer. So what we need to do, and to get into a copywriters mindset is we're going to learn how to act and think like they do. We're going to figure out what makes them itch and help them scratch that itch, so to speak, so that our wording and phrasing makes perfect sense to them so much that they wonder, Where has this been all my life? So when we're working on becoming a great copywriter, it's important to first step out of your own shoes and start to fill the shoes of your audience. That's how we'll answer the questions they have or better. They didn't even know they have and give them the solutions they've always wanted. And that's how we start to get into a copywriters mindset. We enter our customers minds and solve all their problems 4. What Is The AIDA Formula?: What is the Aida formula? Well, it is attention, interest, desire and action. Let's build an example of how will you use the IDA formula to build Great copy, starting with the headline. So starting with attention, I'm going to teach you how to lose £10 this week. Interest. We're gonna add some interesting fax. This weight loss tricks was stumbled upon by gymnasts before their Olympic events by eating this combination of simple foods for a week, building up to the desire, the desire to see the results. So if you want to look slim at the beach this weekend, read more to learn exactly their food plan. It's called the seven day High Bar Olympic Method or something like that. And finally, we're working towards action, and we're gonna ask your reader or viewer or whoever is reading or digesting your copy to seek out the action. So we're gonna do is click here to immediately see the meal plan and lose £10 or more this week. So whenever you start your copyrighting specifically for headlines, use the I ate a formula to quickly walk through the process, and you'll start getting the results you want by helping others get the results that they want. And you do that by grabbing their attention jittering interest, creating desire and formulating an action plan. With your copy, you can use the I ate a formula for all sorts of situations. You can use it in emails. You can use it in the relationships. You can use it in your business copy, and they were just a handful of ways you can use it, and it's a great way to use psychology to help others achieve that outcome that you desire . 5. The Four U's Of Incredible Headlines: What are the four years of headlines that help us convert? Well, the 1st 1 is unique, ultra specific. They should convey urgency, and they should be useful to your targeted audience. So let's take a quick look at those. The 1st 1 is unique. Basically, this rule says that if you have the same headline is everyone else, How will your customer find you in the massive distractions that they already have? For example, you open your email inbox on Monday morning, and you already have four email headlines that start with the limited time offer or something like that. Why would they even consider opening yours? If they don't consider you different and unique, they won't really have any reason to buy open, read or learn more from you, will they? The next is culture specific. Your headline should convey exactly what you're offering. If your reader reads your headline and Onley your headline, will they understand what your offer is? If it is an ultra specific, they won't know if they should be interested in your offer or not. And if they aren't interested the first time they read your headline, they won't want to learn more urgency when possible. Use urgency to persuade your readers to learn more. Now this rule doesn't always have to be followed with headlines, but you want to add it somewhere in your sales copy. It is also important to add urgency if possible to what you're saying, so you'll grabbed attention. Better. You're Rita won't want to miss out. Finally, we look at useful. If her headline doesn't show an immediate benefit to reader, they likely won't want to read on. In short, people want to see the immediate benefit in order to want to learn more. And most of the time, the benefit is missing from the headline. Crafting a witty headline is one thing, but if it fails to communicate a reason to continue reading than the rest of the copy will fail and the sales will ultimately be lost. Remember the A, B. C's of headlines, attraction benefits and close. Our headline doesn't necessarily have to ask for the clothes, but it can display your offer, but it must be attractive and show benefits to be useful 6. What Does The Headline Do, Exactly?: What does the headline do exactly? While the headline simply is the first line of attraction in your sales approach now, when I say sales approach and no matter what it is you're looking to exchange with your audience, whether it's money or you're looking for email address or contact information or using a headline in search of Ah, date, whatever it is that you're looking to make a headline for simply, it is a sale or transaction between you and them. When we're using the Aida formula, the headline attracts it. Gains interests that will lead to a strong desire to learn more and an action to obtain whatever it is that you're selling. Ah, great headline will make your audience want to learn mawr, while unfortunately, a bad headline will turn them away. Probably forever. The headline serves as a primary source of information regarding what it is that you intend to sell. It offers a glimpse of what's to come in the copy so that your audience becomes attentive and, more importantly, engaged in whatever it is that you have to say. Next, think of your headline as a first line of offense to your selling approach So we want to use unique, bold and even daring ways to create headlines to garner attention. And it's the attention of our audience that we seek with our headlines. So we want to make headlines that attract and of course, is told courses designed to help you to make your own attention grabbing headlines. So now that we know what we're looking for in a headline, let's get down to business and make some headlines. 7. The Magic Of Numbers In Headlines: There are 637 ways to use numbers and headlines in an effort to get attention of your audience. Well, actually, there aren't. But if you read that as an opening line of a sales copy page, wouldn't you be at least interested or curious about the use of the numbers and headlines? In reality, there are many ways we can utilize numbers in our headlines and here. Just a few examples. 96% of those tested lost over £15 With this ancient method, 30 new ways to use this cleaner you already own gained 25 seconds on your competition by eating this before your big race. And those are just a handful of ways we can incorporate numbers and headlines and in a later lecture, were specifically going to use numbers as part of a simple formula to actually create headlines. So those are some good ways to use numbers. Here are some but ways not to use numbers now to don't use numbers into misleading fashion , and my first example in this lecture is a prime example of a misleading way to use numbers in headlines. And they're actually I don't have 637 ways to use numbers and headlines for you. Unfortunately, do not use numbers and then not prove them later in your sales copy, for example, some of those previous good examples had things like 96% of people, etcetera, etcetera. Well, if you don't prove that later in your cells, copy the person that's reading that information. Who initially thought that, you know, over 9.5 of 10 people received some toward benefit actually can't find out how they receive that benefit. They're gonna be turned off by your product and especially later products or services that you might offer to them. They just won't be interested at all. And don't overuse numbers. For example, here, 1999% of 35 over first timers felt less than 50% with 8/4 pound hamburger is before a 26.2 mile run. So if we can use a number in our headline, it can have a great, attractive benefit. Just make sure that you always follow up with proof of your claims. Otherwise you'll lose your audience. Remember, they're not fools, so don't treat him like one. And remember in a later lecture. We're going to use numbers specifically in a formula to create quick and easy headlines that convert and attract. 8. Want To Get Attention? Eliminate This One Letter From Your Headlines: I want you to think carefully about one letter I would eliminate from a headline. I think if you get the letter, I'll be so happy. No doubt about it. I would be happy. Okay, enough playing around if you didn't already. Guess. I'm talking about limiting I from your headlines recall what we're trying to answer. We're trying to answer the question for the reader. What's in it for me? Because really, humans are unfortunately and selfish, self absorbed, self centered. And every good marketer knows this fact and how they get around. This fact is to sell their products and services by making it not about me, me, me, but about you. You you crafting headlines with and I is risky business. And if you decide to use and I make sure you get to a benefit as soon as possible, for example, here's how I lost the weight and kept it off for good. I used it, I but I immediately went into the benefit, which is losing the weight and keeping it off for good so that the reader understands exactly what I'm talking about. Also, this headline starts with a trigger word, which is how and it contains a small sentence. It applies curiosity. Exactly how did I keep the weight I lost off for good. When we're looking at alternatives and when are building a headline out, consider using an alternative to the letter I. And here just a few examples of how to avoid using I in the headline. You can use a name. For example. You can use your name, a dog's name. You exposed his name, etcetera. Just any name, except instead of I you could replace I with two. You are it, for example. I did. This amazing thing becomes how to do this amazing thing. You could rework the headline completely. I'd like you to sign up for this and then I'll send you. It becomes simply sign out for X and you'll get this in the mail. And those are just a few examples of how we can eliminate the I when we're crafting headlines 9. Building Sub-headlines. The Continuation Of The Attraction Process: What exactly is a sub headline? Well, a sub headline is a smaller secondary headline that usually elaborates on the main headline above it, or an additional headline or title that comes immediately after the main headline or title . So let me show you a quick example here on the next flight. 15 tips to play expert guitar solos in three minutes a day because she's interested in your finger dexterity to So here we have a decent headline created for guitar players. Maybe it's a daily video course or something like that, and the follow up sub headline continues the thought process of guitar solos. But it includes the allure of maybe a sexuality or something like that that, um, the guitar player will get based on being a better guitar player and playing better guitar solos. So when we're looking at headlines versus sub headlines, well, 80% of the readers were, you know, this decided to read further based on the headline, which leads directly into this up headline. The sub headline can reiterate the headline organ at an attractive new message to start the copy that you have below it. Headlines will only occur once in a writing feature, however, you can use sub headlines again and again to break up the message. And what I like to do is show you exactly how that works here in the next couple of slides . So here we have an example of how a written sales copy might look if it was maybe not broken down with some headlines. So it's just a block of tax outlining my product or service and how great it really is in etcetera, etcetera, blah, blah, blah. Well, if you see a big block of text like that, especially as a reader, you're going to glaze over, maybe become interested, click away, not learn more, not sign up, not pay for anything or not do whatever it is that do you as the marketer or us that writer intends for them to do. So what we can do that, alternatively, is breaking up with sub headlines. So here's the exact same text, but I've simply just added a couple of different headlines to that text. And what you can see here is all of a sudden with these three sub headlines Ah, the breakdown, the text, it looks better. You actually gravitate and you instantly and quickly can read what this sub headline says, and what you'll mentally know is that the text below that will relate somewhere or somehow to that sub headline, and you're drawn into the sub headline and you're continuing the message of the main headline. But again, you're also breaking the copy and a smaller, manageable, readable chunks so your audience will be much more captivated, interested and motivated to learn more about what it is that you're trying to sell them or tell them or do them or whatever. So, anyway, that's a look at sub headlines and how you can use them to continue the message we want to convey to our audience. 10. The 12 Step Copywriting Formula For Nearly Guaranteed Success: If you've taken this course of the idea that you want to continue the selling process with either written or a video of sales letter, it's time to take a look at a great and simple 12 step guide to help craft that copy. Let's take a look at the steps, and then we'll dive into each section a little bit further. So the 1st 1 is gain attention, identify a problem. Provide a solution. Presenter credentials, showcase benefits, give proof of results. Make an offer, creates scarcity. Give a can't miss guarantee, present a call to buy or call to action, give a warning and finally closed with a reminder and another call to buy. So now that we have an idea of what those 12 steps are, let's take a look at them in depth. So the 1st 1 is gain attention, and this is the job of the headline and continues with this up headline. So the bulk of this course is about crafting headlines, and it is all in the intent and the outcome to gain attention. So when you're crafting copy, it's no different, and this is the first stage that your readers gonna come across, so hopefully you'll gain attention and will want to learn and see what it is that you're going to say next. Next up is identify a problem and we want to identify a problem that resonates with your reader. And we'll do that right after the headline. After you've identified that problem, you want to agitate that issue. You want to remind your reader a past pain that has happened to them. For example, you've tried diet plan and you tried another guy a plan and you try another blood diet plan and you still didn't see any of the results that you wanted. Um, this would be kind of the identifying a problem. If you don't know of a problem, you could do a niche. Market search and forums, for example, are great gold mines of information. You can find people that are actively talking about different niches in all sorts of forums and all sorts of places self it world. And sooner or later someone will come across a problem and they'll talk with that problem and more people talk about that problem, and this is a gold mine again for us crafting a solution to those problems. So after we've identified the problem, we want to provide a solution. Today, Uh, your product or service is now revealed as the solution to the problems that you've been identifying in the previous section of your copy and you'll product or service will solve all their past issues and even more than they actually realize that they had. And this is really the first sense of your reader that they'll have a solution to their problem. Next up, you want to present your credentials, and your readers must know that they can trust you and your product in your service. Include case studies. You couldn't include awards and recognitions that one. You can include things like conferences you have tended or spoken at people you don't business within the past, etcetera, etcetera, and your reader should feel at ease about you your product and trusting you with their time , their information and, importantly, their money. Next, you want to showcase the benefits, renew excitement in your product or service by listing out all the benefits. And it's important and easier for the reader to do that. If you do it in bullet format, you want to showcase all components of the product and what they do and how they benefit the reader and the final user of the product or service show the value that this product will add to your reader, and your readers should feel a renewed sense of excitement in finding a solution to their problem. Next, we want to show that the product or service actually works. And if you can use riel testimonials from quote unquote average people who have gained from using your product or service and when I mean average, it's it's better to use average Joe kind of testimonials versus an industry or celebrity guru because reader can easily connect to the job or the have an easier time connecting and relating to the average Joe. Now, if you don't have any testimonials, you can consider sending out free product to people, especially at the beginning or the initial stages of a product. This is kind of where you get or you've come across ideas, and they're in a beta stage of testing where people are giving away stay software, for example, are seeing what people are doing and seeing how people are reacting to this offer. Another making changes and then it's better suited to the customer, and they'll have a better idea and have real testimonials because of that. Next, you want to actually make an offer in this step, you want to show what your product will cost the reader, and what you want to do is vividly remind the reader how much your product will help them, and it will help ease their pain points. Now, in this section and in this step, you can also add special bonuses to help make your offer irresistible. Now, after offering your product of service, what you want to do is create scarcity with that product or service, because with the ability to procrastinate, your reader will leave or they won't do the things that you want them to do as they're reading through your copy. So in this step, you can create things, and you can create scarcity by having a limited quantity or price increase or loss of bonuses. If you have bonuses or it is a time sensitive offer, animal be around forever in creating scarcity. You want to give a reason you're limiting your offer in some way. For example, if you have a members only part of your website. You're only we're going to take on, say, 100 new additional members, because you like working one on one with people and taking on any more than, say, 100 people. It will be too much for you. Next. You want to give a can't miss Guarantee. What you want to do here is put your reader back at ease with a simple guarantee, something like a money back. No questions through the A's hassle free guarantee. Now you don't just have to give one guarantee. You can add multiple guarantees. You could have, say, 30 days money back, no questions asked guarantee. And you can have a one year trial where maybe you don't give back 100% of the money, but you get back 50% of the money, for example, and Rita should feel very confident in dealing with you and your company at this stage. Now it is time to present a cult to buy or called action, and what you wanted to hear simply is ask your reader to buy. If you don't do that, they won't know exactly what to do next. So in this step, it's kind of things like click on by now below. Click on at CART and your email address here, um, etcetera. And you can ask many people to buy, Actually, in many places structure sales copy. But you don't wanna overdo this step, though. The call to action or the call to buy step If you're asking them to buy every other word, they're just gonna get turned away from what it is that you're saying, even though it may be a benefit to them. Still want to get away from you and find some other solution to the problem? What you want do next is give a warning and you want to renew those pain points and past failures, and your reader has experienced You want to remind them that they don't have to live that way if they just do whatever it is that you're getting them to do in your called action. So, for example, by now, click now at email address and you want them to feel relief in their situation because it only comes from taking action. And finally we're gonna close with Reminder and another call to buy. And in this step of the sales copy you want actually out a postscript to your letter because is actually one of the most read parts of the copy. Traditionally, people will read the headline that maybe read the first couple sections and they'll school through the copy. Maybe they'll see some highlighted sub headlines that we've created, or the bullet points that are highlighting benefits of your product or service, and then they'll score right to the end. And the end here is a useful part of the sales copy, and it is where the postscript happens. And things in your post script should include things like the pain points that you're covering, the newfound benefits of your product or service, the price you're guaranteed and the scarcity that you have with your offer. And if you're a reader, Onley reads the headline in the post script section. They should have a clear idea of what it is that you're offered to them last point. Even though it is the last step in the process, it is as important as arrest. It is outlining many different positive points and benefits to your sales copy and the product that is that you're selling. So don't skimp on it and added into your sales copy and start seeing some results. So there it is that 12 step simple guide to writing copy. And again, you can use this in either written or video sales format, and just as long as you keep all the points in there, you will have some success. 11. Written Sales Letters Versus Video Sales Letters... The Difference And Who Wins?: So when we're taking a look at written versus video sales that are in reality, there isn't really much of a difference between the two. It's just that the format changes the way the information is delivered to the audience. In fact, you're a video sales order can simply be your written copy, used verbatim but recorded in a video format. Now, video can add visual effects that attract the eyes and ultimately the attention of your audience. And because video uses more of the senses of the audience, it has a higher chance of grabbing that attention. Also, in video sales letters, you can use your voice to convey enthusiasm for your product or service. So here again, here's a block of text that I used in a previous lecture, and we're just going to use it as an example for this lecture as well. If you simply read through it, you'll get the overall message. But let's try showing the same message, but in a video format again with the audio attached. So again, this is the exact same text, but it's being used and being portrayed in a different way. So here is a block of text outlining why my proctor services really truly unique in many different ways. It's great, you're great and you'll be greater simply by using this product or service on a daily basis . In fact, you'll see benefits simply by reading all about this product, and that's free to you every day. Isn't that great? We're so confident in our free information. We're going to give it away to you for free. All you need to do is enter email information below and full law right in your email inbox forever. Isn't technology a wonderful invention of humankind? So there you have the identical message, but as both a visual and audio reference to capture attention and you'll have a better chance to convert those eyes and now ears into customers for your product service and message. So that's difference between written and video sales letters. A video sales letter can simply be the written sales copy you have, but in a video format and adding that extra bit of reference being the visual and audio reference to the sales copy, you're more likely that gain attention and convert readers 12. Add Scarcity To Your Offer And Make Sure You Do This One Key Ingredient!: I think scarcity is one way to increase interest in our offer and through a headline, because it will generate the fear of missing out for the reader. Now there are a number of ways you can introduce scarcity into your headline, such as limit to 1st 1000 customers or whatever number you want to use. Get 50% for coupon code today only free. PdF Guaranteed to help save on Energy Bill That's winter having some kind of fire sale. 48 hour fire still 99% off 99 kick butt headline templates and finally, a headline like at midnight, this deal will be gone forever. Now that we have some examples, how do we create that sense of urgency? Well, we create a sense of simplicity and accuracy what we want to do before we generate and introduce our offer through our headline. We want review this offer for any and all reasons that your message may be distorted. So what we want to do is use clear pictures and read and re read and especially get another set of eyes on your offer and on your landing page or whatever it is that you're sending people to that this offer of scarcity to make sure that it makes perfect sense for them. For example, you don't want to be offering digital photos for something, and someone thinks they're going to get actual physical photos or, ah, digital book where people think they're gonna get a physical book. So make sure that it's simple and accurate, and it's clear and easy to understand. You wanna have relevance to your target market, point out where your target market really hangs out. You can use things that Google analytics to see, where clear traffic sources are and where you'll have that kind of relevant traffic. Certainly your offer has to be of extreme value. But there isn't necessarily connection between Giving Way mawr and having more customers. So and they said that more isn't always better. What you want to do is create a strong value proposition with specific products, and that might be a better outcome and give you better results and be more valuable to your audience than many kind of umbrella or overall products that are maybe not a specific and cannot add as much value to those customers. So if you're said, you're giving away 50 million free books. For example, versus giving Wait 10 signed or 10 or 100 signed individual books, you would actually get more interest in those 100 books than you wouldn't. 50 million free books You want to build trust in your scarcity offer because really buy online can be daunting for some people. For example, my parents really do not wish to and do not partake in any kind of online sales or any kind of online purchasing or even really giving their way the email address. So what you want to dio is build trust with them so that you can offer products to these people and make them feel at ease with any kind of transaction they have with you. So you want to make sure that you have a great encryption with your site, and you can offer things. If you're taking money, you can offer things like PayPal or Shopify or Amazon, and these all add great level of security and from trustworthy names already on the Internet space. For example, if you are taking email addresses, you can tell customers or email safe with you, and it won't be shared or sold because actually, this day and age, things like that are actually illegal, and we'll get you in lots of trouble. But just tell the customer that and no makeup. Feel a little more at ease and help build that trust with you. And finally, when we're taking a look at scarcity, what we want to do is follow through on your scarcity offer. Do not have a limited time offer and have it up running for months, especially if you say it's a limited time. Or it's a 48 hour fire sale or something like that that will actually decrease your credibility of both you and your product, and it'll actually decrease the level of trust that your customers will have with you. It's better to have a run out when you say it's going to run out and then offer it again in the future. So consider using scarcity in your headline to quickly build attention, interest, desire and action into your offer. 13. Swipe Files: 40 Classic Headline Templates That Get You Noticed!: okay, I would like to go through a long list of classic headline templates you can use if you're stuck or if you're in a hurry or you're still struggling with your own words. Selection. Crafting your own unique headlines. So what I'd like to do is go through these 40 classic headline templates you can use in any situation pretty well, and then you have the ability to download them at the end of this lecture as a resource and use them for yourself in any kind of situation that you need them for. So anyway, let's go through the 40 of them, and we'll see how they work. The secret of getting some kind of results that you're getting thin, a little mistake that cost people a lot of money a year. Advice to single dads who want better results with your kids. Do you suffer from overeating? Thanksgiving? Who ever heard of millennials having money without working? How I improved my sleeping habits without do anything in just three minutes a day? Discover the some kind of benefit you get with a result proven the most effective way to get thin. How a something perceived his band resulted in something good and the benefits that you got at the end of it. Do you suffer from whatever? Do you have the symptoms of blank guaranteed to lower your cholesterol without any medication? How a new hammer solved my joint my elbow pain in just 30 seconds. What type of working parents are you? Is it stopping you get some kind of results? Does your hair loss ever embarrass you to people who want something but don't know where to start? How much is this problem really costing you the right way to solve X thousands or hundreds of people or whatever target market you have now have results? Will you join them for the target market? Who has less of this than he or she wants? Suppose has happened to your business, life or relationship? Would you survive? Suppose you went bankrupt. Would you survive? Are other people working from home secretly overtaking you 10 or seven or some kind of number of proven ways to get results and benefits? Are you ready to have results in just a little bit of time? Get your hands on this system that took one person from this spot to an end result in just a little bit of time. How I got these kind of results from making this unusual mistake. Why some target market always have or get this kind of result. You can laugh about this problem if you follow this simple plan. Five common problems faced by this group. Which one do you want to solve? What type of expert or what do they do when they're faced with this problem? This industry's experts prove that you can have these kind of results with this new type of product. Why it's not your fault. You have this problem and I can make it disappear in just three minutes a day. Thousands of this group can have this results but never realize it. Don't let that be you. Why this group are raving about this new product results is just one of the reasons for just pennies a day, dollars a day. You can have these kind of results and this kind of benefit in just this amount of time to target market who want these results. By this time, this new product or service will get you benefits galore. It's not right that you don't have these results when so many of these people do the secrets of this target group that always get this kind of result. What the industry experts don't want, you know about solving this problem. And there you go. There are the 40 classic headline templates that you can actually now download and uses a resource from this lecture, and you can use them as you can see in many different ways. And there are many different headlines you can use. You actually don't even need to build and create your own headlines. If you don't want to, just simply pull something off that list. Add in your own problems and benefits and target market and so on and so forth, and you have some great quality, high converting headlines. 14. Essential Headline Secrets: The 7.T.A.K.P Formula: we've reviewed different reasons why the headline is incredibly important. So now it's time to look at ways to actually build headlines. I'd like to introduce to you the seven tap formula as a way to quickly create headlines that are both easy to build and have good attraction. Off course, it is easier to remember seven Tap versus 70 a k p. But in a moment we'll see why the K is just as important as the rest of them. So when we're looking at the seven tout formula, what we're looking at is building a formula that has a number or a trigger word, an adjective, a key word and finally a promise. And when you combine all those together, you get a great headline in a hurry. So let's explore each of these just a little bit further. Then we'll build a few examples so you know exactly what I mean and how you can get creating your own headlines as well. So first is a number. When we're talking about numbers and we're talking about headlines, we can have a look at some examples, and there would be something like 12 simple steps to blank or 95% of moms love blank or 15 seconds a life changing whatever 40 pages of pure bliss, one of four people do this. Or we can begin our headline and using the seventh out formula with a trigger word, a trigger word would be How, what? Why, when so for exit, for instance, we will look at how to do blank. Why do apples do blank? Who likes etcetera? When is it and so on? Next we're gonna add an adjective or a power word and adjective. Words offer a great segue way between the opening of a headline and the rest of the formula . And we can use adjectives like, for example, awesome, majestic, luxurious, unique to peak attention of a reader to continue reading to our keyword and promise part of the seven top formula. And if you're looking for a list of great adjectives, I suggest you go to this list at www dot enchanted learning dot com. Backslash wordless backslash adjectives dot s HTM l Next up in the formula is the key word , and our keyword is the main ingredient of her headline. It's what exactly were trying to sell to our readers the key word will tell the reader what to expect to learn more about in the rest of the sales copy. So, for example, and we'll get into more examples and next lecture like your bathing your dog or you have a Pdf on how to lose £10 in a week, or whatever it is that you want to use as the keyword. We're gonna add it in our headline so that our readers know that it's ultra specific and tailor to them. Finally, the seven top formula will end with a promise, and the promise will excite the reader. And at this point, they will decide if they want to learn more or they want to leave. Remember that 80% of readers on Leigh read the headline and decide if they want to continue learning what it is that you're selling or not. So it's in our best interest to make sure we close with a tempting offer and a promise so that they have no choice but to continue reading or listening or watching your presentation . So again, the seven time formula is a number or trigger word, an adjective, a keyword and a promise so Now we have the formula to build great headlines. Let's work our way through some examples in the next lecture and see exactly how we can quickly and easily build some headlines. 15. Building Headlines With The 7TAKP Formula: So we had a look at the seven top formula and I introduce it to you in the previous lecture . So now I would like to do is work through a couple of examples and see exactly how we can use a seven top formula to create some great headlines in a hurry. So for this example, I'd like to use dog bathing or how toe bay the dog at home. That's kind of the example that you want Oh, make with your headline and for existing example, maybe you have a pdf for a 12 step program or something like that to quickly baby dog home . So the first thing I want to do is pick a number or a trigger word. And in this case, we're gonna use how and for an adjective we're going to decided to use effortlessly and a key word is bathed her dog at home and we want a promise in this headline is we're going to give you a groomer quality, uh, dog bath without the cost. So when we combine these all together with the seven top formula, you can see that we create a headline in a hurry and that headline would be something like how to effortlessly get groomer quality dog baths at home. So we combined our trigger word and adjective and a key word and a promise into, ah, simple and easy to read headline and the piques interest for people that are dog owners, um, or might converted to different animal owners. But what you want to get out of this is that you're going to get a groomer quality dog bath . You're gonna be able to do it at home. It's gonna be quick and easy. It's effortless, you know, sometimes dogs can be difficult to control or maintain. So if I was reading this headline and I was learning or wanting to learn how to bath my dog at home, I would definitely want to continue reading more about what this person has to offer. So that's just one example. Let's work our way through a similar example. We're going to sexual the same thing, and that is how do bathe your dog at home and we're gonna add for cheap or for free, so you can quickly see here we have a number or a trigger. Word is going to be 12. We're going to use an adjective. Unbelievable. The keyword is going to be again bath your dog at home, and I promise, is going to be for cheap or for free. So what we get finally, or that is 12 unbelievable ways to bathe your dog without paying a dollar. So it's a similar idea in a similar concept have taken away the groomer quality promise. But here it's going to be for just a couple of pennies or a few cents. And again, maybe the person that creating this headline has, ah, PDF or an e book available of 12 unbelievable ways to bay the dog without paying a dollar. So let's do another example in a completely different area, and then we'll evaluate using the four use of incredible headlines. So for this example, we're going to want to sell our home. And again we're going to use trigger word. How how is probably the most likely one to be used? As for us, the trigger words go, especially when creating headlines are adjective is going to be quickly. Our keyword is going to be house sale or sell your house and a promise is going to be We're going to be able to sell your house in 48 hours or less, and we got a headline how you can quickly sell your house in 48 hours or less. So we have a good headline. Let's review this headline with the four Use Again, which are unique, ultra specific, urgent and useful. So we're taking a look at this headline how you can quickly sell your house in 48 hours or less. The uniqueness of this offer is the time frame we're looking at 48 hours or less, so as a reader in two days from now I could have my house sold, which would be, ah, two days from now would be a great feeling if I was looking to sell my house. So the uniqueness of this offer is definitely the time frame. Ultra specific is the part of the headline that says, Sell your house. You're not selling your car, you're not selling, um, dog, You're not selling guitar, you're selling your house. The urgency is again the time frame. And that is in this case in 48 hours. And what we're looking at doing is selling a house, not in two months or two weeks. It's in two days, and this is useful for someone looking to sell the house in a hurry. For example, someone that maybe is going through a divorce or they're moving around the world just got a brand new job offer, and they need to take advantage of that opportunity or whatever reason you want to get your host quickly. Maybe the creator of this headline is a real estate agent who has a free bolts point. Pdf that they're trying to give away with specifics with how to help create a quick sale, and that's a good headline for them to use. And again, we can tweak it just a little more to make it perfect. So just again to review the seven top formula is we're going to take a number or a trigger word. We're going to add an adjective, a keyword and a promise, and we're going to get us great, simple and effective formula, or we're going to use this formula to build great headlines 16. Pow! (Power Words That Wow): power. Words are essential marketing tools for any marketing that you want to do, including headlines and power. Words are simple and effective, and they're important for the following two reasons. Power words invoke emotion simply, People connect to emotions and words that we use to invoke. Those emotions of high arousal are more likely to be shared versus a low arousal emotion. And there is an end note at the end of this lecture that you can have a look at and read some more about high versus low arousal and words that are examples are hilarious jackpot and instant savings. Thes type of words. Invoke emotions that people want to learn more about and when we want to learn more about won't read mawr or listen more or do more or do the action that were intending them to take . Secondly, power words trigger curiosity and humans, as a species have a hard time resisting are curious nature. We used power words that trigger curiosity, and that makes it irresistible for the reader not to want to learn more and examples that trigger curiosity are guaranteed or proves or ridiculous. So let's take a look at an example and we'll break it down and figure out what power words are used and how they invoke these two emotions. So the headline I want to use is 21 emergency room horror stories that will make you cringe . This headline uses horror stories and cringe to elicit an emotion of fear and maybe anxiety . And it definitely triggers a curiosity one way or another. And what I mean by that is simply you're definitely interested in learning more about what the story has to say. Like you want to find out what those 21 emergency room stories are or you definitely don't . And what I mean by that is that maybe you emotionally can't stomach what might be possible or what might be in this story or something like that. So basically, you're going to read this headline and say Definitely yes or definitely no. And that's basically how power words work. They're designed to elicit that emotion and evoke those responses from people that say Definitely yes or definitely no. You can use power words and all sorts of applications. You can use them in headlines and for this course were primarily dealing with headlines. But you can also use them in sub headlines or product names or testimonials, email, subject lines, two main names and mawr. So while this course is primarily dealing with building headlines, I want you to take away that building headlines and building things that attract attention are the keys and what drives all kinds of marketing efforts and anywhere that we're using words we can use power words to gain an audience is a good thing. And again, here is Electra links high versus a little razzle.