At Last The Secret Of A Little Known Technique Proven To Explode Your Sales
I am about to reveal to you a little known but very powerful technique that nobody teaches for writing compelling headlines.
It was originated by the highly acclaimed Ted Nicholas and he calls it finding the Hidden Benefit. He has created some of the most successful headlines in direct marketing history by using this self same method.
For this to be successful you really have to know…not your product but your prospective customer. You have to imagine what the single biggest benefit your prospect could ever dream of obtaining from your product is. What would be their ideal…their utopia? Write it down.
How successful is this technique? Well how about 24.5 million dollars worth! This is one example taken from the great man himself. He had written a book of forms called “The Complete Book of Corporate Forms”. Not the most exciting of products I’m sure you’ll agree. So the task then was how to differentiate his book from the numerous other books of that type available at the time. How could he make such a dull sounding product enticing?
By asking himself that question he quickly realised that entrepreneurs hate forms and paperwork so they need a benefit from using the forms. Everyone hates paying taxes…perhaps entrepreneurs more than most. No one wants to lose any tax shelter they may have. So the following headline came to him by following this thought process.
“What Will You Do When The IRS Suddenly Wipes Out Your Corporation’s Tax Shelter Benefits?” You might have noticed there is no mention of forms in the headline. That’s because it’s a feature…and not a very exciting one at that. The book does contain information about the importance of keeping good records to maintain the corporate protection. There is no mention in the book at all about the IRS (American Inland Revenue) taking away benefits, although that is always a possibility.
Hence the title of Hidden Benefit.
The book sold 350,000 copies from 1979 to 1995 and can still be found selling on Amazon today. That’s 24.5million dollars from a book of very dull and boring forms. A word of warning though, when using this technique makes sure that your product does in fact deliver on the headline’s promise.
When used correctly this technique really can explode your sales!
Anne Pearson
Compelling Copywriter
http://www.mapcopywriting.com
anne@mapcopywriting.com
Skype – mapcopywriting
Tel / Fax – 01772 468979
Please feel free to use this article. All I ask in return is that you include the above signature and URL.
December 7th, 2008 at 4:27 pm
I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you down the road!