What I have learnt from Eugene Schwartz on writing headlines

[Cojo]

Focus on your prospects' mass desire and write your headline based on that.

"The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product." - Eugene Schwartz, Breakthrough Advertising

Why should people buy your product or service? What value does it add to their lives? What problem does it help them solve?

After you have figured out why people would want your service or product then you can make your headline based on that.

Examples of successful headlines:

• At 60 miles an hour, the loudest noise in a Rolls Royce is the electric clock. Mass Desire - People who want quiet cars.
• How to Win Friends and Influence People. Mass Desire - People who want friends and also want to influence others.

I would like to hear you all thoughts on this.

 

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[eliquid]

Im on the fence about this.

I never deep down desired to have a fidget spinner in my life.

It doesn't really add value to my life.

Neither did the Snuggie Blanket.

But I bought both. Based purely on the "copy" and not my hopes, dreams, fears and desires.

The fidget spinner and the snuggie, didn't fit into my hopes, my dreams, my fears, or any desire I really had.

 

[Black_Dragon43]

Im on the fence about this.

I never deep down desired to have a fidget spinner in my life.

It doesn't really add value to my life.

Neither did the Snuggie Blanket.

But I bought both. Based purely on the "copy" and not my hopes, dreams, fears and desires.

The fidget spinner and the snuggie, didn't fit into my hopes, my dreams, my fears, or any desire I really had.

What about the copy made you buy?

 

[Cojo]

Im on the fence about this.

I never deep down desired to have a fidget spinner in my life.

It doesn't really add value to my life.

Neither did the Snuggie Blanket.

But I bought both. Based purely on the "copy" and not my hopes, dreams, fears and desires.

The fidget spinner and the snuggie, didn't fit into my hopes, my dreams, my fears, or any desire I really had.

What was in the copy that persuaded you to buy? Why did you buy a fidget spinner?

 

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[MitchC]

@MTF I’m curious if you’ve read breakthrough advertising?

 

[MTF]

@MTF I’m curious if you’ve read breakthrough advertising?

Yeah I've read all the classics many years ago but don't really remember them now.