1. FLR FINISH LINE RESULTS
(1)
FLR
This ingredient is the cornerstone of HEADLINE: SWISS-KNIFE METHOD. So I'll be going through this part longer than the others.
When on headline creation mode, the first thing I'd like you to do is imagine a finish line tape just like what you'd see in almost any kind of race. Now, imagine your client crossing that tape after using your product or service.
That ultimate poster pose... that state and position a person falls into because of your product... that's the result we're talking about when it comes to the HEADLINE: SWISS-KNIFE METHOD.
Your headline's FINISH LINE RESULT (FLR) is simply the answer to the question: what will your client actually get as a result of using your offer. To understand this better, you can simply equate result to: the goals, benefits, or problems eliminated or solved by your product or service.
When maximizing the use of the time-tested benefit type headlines, no matter what you write to your clients or customers, the results have to be up front.
That's one heck of a marketing principle and we all know it. Question is, how do we stick to it?
The answer: make a results list.
One technique when making that results list of yours is by brain dumping: the act of just writing down a list about your particular subject without thinking of editing at all (at first at least)... just letting the juice flow freely like a someone possessed by the gods of don't-mind-it-dammit.
Simply brain-dump what you know your readers want to get out of their life, in their situation, or in their profession.
List what their FLR's are.
Hmmm... What do you think we take this for a spin? Ok... we'll need a test product to make a headline on.
How about we use HEADLINE: SWISS-KNIFE METHOD as our test product? You cool with that? Good.
Ok... let's brain-dump the FINISH LINE RESULTS (FLR's) some would get after using HEADLINE SKM.
First, I take a few seconds to do some breathing exercise. This breathing thingy before engaging in a creative process is one lesson I've learned from The Emperor of Email Matt Furey. Some people like him. Some people don't.
Anyway. He said that, somehow it opens up some joo-joo of whatever creative power-up channel in your body. Makes sense to me because I've learned in nursing school that deep breathing oxygenates the brain.
So, here we go...
1... 2... 3... inhale... exhale (repeats a few times)... And, I set my timer to one minute... then... brain dump!
(Here's the time I start asking: After using HEADLINE: SWISS KNIFE METHOD, a person would ? then just start writing like a madman)
1. Increase conversion
2. Sell more stuff
3. Grab the reader by the neck-instantly
4. Write powerful headlines
5. Be sure of the headlines you're writing
6. Be a master of headline writing
... Ok, one minute done.
But I'd like to do another round.
... Breathe in and out... and... Go!
7. Throw away your headline swipe file
8. No more copywriters to hire
9. No more money spent in hiring copywriters to write headline and small space ads like Facebook ads, PPC, Banner ad, newspaper, and related ads
After the second 1-minute brain-dumping (found immediately above)... I actually went back to edit some of the items just so the thought that was left hanging made sense. You can do that too.
For the third round...
Inhale... exhale... and... Go!
10. Write neck pulling headlines consistently
11. Write insanely complete headlines
12. Write profit pulling headline
13. Write neck (and profit) pulling headlines anywhere, every time
By creating this list, not only do you get candidates for your top core benefits (the ones you highlight and pound over and over again in your message later on), you also get possible bullet points for your sales letter body.
I've used a combination of just headline + bullets in a marketing material in the past and it worked out fine.
Now, let us review the list and create three condensed prototype versions (to work on) from our FINISH LINE RESULTS list. I'm shooting for something simple and easy to say if I were to say it to somebody face-to-face. Also, I'm going for three angles of benefits per version. Here goes:
- Write neck (and profit) pulling headlines, sell more stuff, and get rid of marketing campaign 'thinking' worries
- End the stress & anxiety caused by not knowing how to write profit-pulling headlines, expensive copywriter fees, and wasted money on Ads that don't work
- Write profit pulling headlines, sell more stuff, and end the stress & anxiety caused by writing Ads cluelessly
HERE ARE SOME PRACTICAL POINTERS: From here, you can see that we can already use the condensed versions of our FINISH LINE RESULTS (FLR's) to craft some headlines:
- Write Neck (and Profit) Pulling Headlines, Sell More Stuff, and Get Rid of Marketing Campaign 'Thinking' Worries
- End Stress & Anxiety Caused By Not Knowing How to Write Profit-Pulling Headlines, Copywriters Charging an Arm & a Leg, and Wasted Money on Ads that Don't Work
- Write Profit Pulling Headlines, Sell More Stuff, and End the Stress & Anxiety Caused by Ads Written Cluelessly
Also, we can simply now convert them to one of the most popular (and my favorite) type of headline, the how-to headline. Simply add How To at the start and you're good to go.
If you'll be using this ingredient alone for your headline, don't hesitate to trim FINISH LINE RESULTS (FLR's) if you need to.
Don't get mislead if all you can insert as FLR's are some common and simple benefits.
The book How to Win Friends and Influence People is a classic example of how powerful the how to headline is. The plain how to headline is perfect when you need a title for book chapters (or for the book itself), article titles, presentation topic titles and so many more.
Now, we will choose one from these three choices we have above. Let's go with (this will now be our module example):
Write Profit Pulling Headlines, Sell More Stuff, and End the Stress & Anxiety Caused by Ads Written
Cluelessly
You can do this step (Step #1: FLR) fast... like within just 5-15 minutes, from brain-dumping your results list, to combining three benefits from your list to come up with three headline prototypes, where you choose one to use for the succeeding steps.
HERE'S THE PSYCHOLOGY BEHIND FINISH LINE RESULTS: The reason we are talking about your FLR's first is because all the other ingredients (and your headline) will make no sense without the things that matters most for your audience the result you have in stored for them. From here, all other ingredients will exist
to support your FLR'S.
STEP SUMMARY:
1. Brain dump FLR's
2. Create condensed version(s)
3. Add How To as default stand-alone headline
Ok... this is it for step one and the first mode of your HEADLINE SWISS KNIFE.
NOTE: If you're having a hard time with step 1, this SIDE QUEST will help you.
Remember... It's best NOT to pull your FINISH LINE RESULTS out of thin air.
As much as you think you're close to your audience, and you know exactly what they're thinking... you'll often find yourself surprised to find them with new interests, needs, or things to talk about.
Here's how to stay current with them:
1. HANGOUT WHERE YOUR TARGET MARKET HANGOUTS.
One of the easiest thing you could do is read about what your market are talking about in places where they hangout like forums, magazines, facebook groups, etc.
2. GET IN TOUCH WITH A SELECT GROUP OF YOUR CUSTOMERS THRU EMAIL OR PHONE CALL. You'll want to choose people who you speak with on a regular basis and who are opinionated. They are not hard to find. These wonderful gems are on every businessperson's client list.
3. ASK THEM (MARKET-RESEARCH RELATED) QUESTIONS ABOUT THEMSELVES LIKE:
What's your top three goals in <niche>?
What's your top three challenges that stops you from reaching your goals?
What keeps you up at night?
Could you please describe your day from the time you sit at your desk in the morning until you leave at night?
What's the toughest thing about your job (or about what you do, or what you're trying to do)?
What's the one thing you would change about your job (or about what you do, or what you're trying to do)?
4. EXTRACT EMOTIONAL CLUES. Draw out their emotions. Once you have this info, look for any emotions your target market has. Ask:
Are they angry expensive copywriting fees?
Tired of having to carry heavy swipe files around when having to travel for work (especially when just starting out with marketing or copywriting)?
Are they eager to systematize the headline creation process?
Would like to have feeling of certainty that the Ad would work or at least break even?
Are they suffering from information overload?
Are they suffering from a lot of bull- cr*p information floating at the market place?
After doing some (or all) of these side quest pointers, try doing step #1 exercise again.
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