The problem so many people have is that they find it difficult to distinguish between BENEFITS and FEATURES.
If you're selling a car, no matter how large, sleek and shiny the car may be, THIS IS NOT A BENEFIT. It's a FEATURE. The benefit may be comfort, or how much your friends and neighbours will be impressed or envious! Even if it has a powerful engine or a 5-litre capacity, these are FEATURES, not benefits. The benefits may be easy and relaxed driving, how quickly you can get from A to B, or again, how much others will be impressed!
As has been said several times before, before writing ANYTHING, you must KNOW YOUR CUSTOMER. Only by knowing your customer will you be able to judge which benefits will grab their attention. These are what you put in your headlines.
Benefit headlines are most effective when the benefit referred to is SPECIFIC and MEASURABLE.
• Make More Money Faster With This New Cash Generating Computer Marketing System!
• Want To Spend More Time Making Money In Your Business Than Doing The Books? This New Accounting Package Will Save You At Least 2 Hours A Month… 100% Guaranteed!
• Dry Up Your Hay fever In 15 Minutes
• Yes, You Too Can Learn To Create Beautiful Crafts With Ease!
• $11,600 A Month With Tiny Classified Ads! You Can Do It Too, Once You
Discover These Insider Secrets!
• Experience The Kind Of Profound Pleasurable Sex Most Men Only Dream About!
• Sexy Hair In Minutes!
• They Laughed When I Sat Down At The Piano, But When I Played…
• Let Me Show You How I Made Over $109,305.20 In Only Seven months Using My Top Secret Free Advertising System
There's plenty more to say about headlines. Meanwhile don't forget to come and visit us at Bizwrite to learn more about writing compelling copy!
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