Let’s face it. We are all skeptics. We hardly
ever believe any claims anymore. We are
over-marketed.
I’m sure you’ve heard countless of times that you
should include the biggest benefit of your
product in the headline and be passionate about
it. How’s that working?
You see, including your benefit and being
passionate in still crucial but they’ll never
work if you don’t do this. Want to know what "it"
is?
Well, it’s the proof! We are now so numb to
claims, there’s no way we’re going to read a word
in a sales copy if there’s no proof that’s pulls
us in.
Never make your claim bigger than your proof! And
your proof should go alongside your claims. It’s
like Batman and Robin.
So remember: when crafting headlines, you have
include:
1. Benefit
2. Proof
Easy right?
Here’s another trick you can use: Qualify your readers in the headline. When you do that suddenly your claim isn’t so wild anymore. Here’san example:
"How lose 5kg in a week" and "If you have 15 minutes a day, I’ll show you how to lose 5kg in a week"
Which of the 2 sounds more believable?
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