MODULE SEVEN “Magnetic Headlines that Pull Her In … · ♦ How To Make Maximum Money In Minimum Time! ... ♦ 19 Secrets Of Exceptional Results Selling ... Copywriting is seduction

Lorrie Morgan-Ferrero | The She Factor Copywriting Bootcamp | © All Rights Reserved

Red Hot Copy | 16141 Cohasset St. | Van Nuys, California 91406 | 877-293-8311 | www.RedHotCopy.com Page 82

MODULE SEVEN

“Magnetic Headlines that Pull Her In and Keep Her There”

In this module you will learn:

• Which words grab her attention in headlines – (and which to avoid at all costs);

• Headline templates for busy people to create no-brainer headlines that get her reading – (no more struggling for the perfect headline);

• Which fonts and colors are the most compelling to women and which REPEL her - (women respond much more visually to websites so you better know what she likes);

• My little insider secret that will have you writing captivating headlines in no time – (buckle up and hold on tight cuz you’re about to be a headline ninja!);

• Which headlines are more effective for your market – SHORT ONES or LONG ONES – (again, I’ll share my personal checklist with you)



Headline Checklist

Your headline is undoubtedly the most highly read piece of copy. Don’t capture her here and it’s pretty likely she won’t read further. Now your headline doesn’t need all of these qualities except for the last one. Put your best headline to the checklist test… þ Is it in present tense? þ Does it have action words that get a reaction (whether positive or negative)? þ Does it identify the target market? þ Does it reveal a benefit? þ Does it summarize the copy below? þ Does it entice the reader to keep reading? þ And most of all, on a scale of 1-10, is this the best headline I could use?

Headline Boo Boos Sometimes headlines have unintended meanings. Please read your headline aloud to be sure it says what you want it to say. These are actual headlines that are a little humorous but shows how important it is to triple check secondary meanings! “Infertility Unlikely to be Passed On” “Astronaut Takes Blame for Gas in Spacecraft” “Kids Make Nutritious Snacks” “Red Tape Holds Up New Bridge” “Typhoon Rips Through Cemetery; Hundreds Dead”

Which Headline Wins? Now let’s do a test to see how much you already know about headlines. I share a little insider secret with each one to show you why it’s successful. (The correct answers are at the end of the test.) Good luck!



HEADLINE 1 A. “How To Make Your Food Taste Better” B. “How To Get Your Cooking Bragged About” # ___ was the winner with 42% more sample requests. (Shhh. Secret tip…appeals to ego.)

HEADLINE 2 A. “Can You Spot These 7 Common Decorating Sins?” B. “To The Woman Who Wants A Career In Interior Design”

# ___ won with 246% more coupons mailed in. (Shhh. Secret tip…uses numbers, curiosity, power word.)

HEADLINE 3

A. “Tension headache?” B. “When Doctors Have Headaches, What Do They Do?” # ___ won with 71% more orders. (Shhh. Secret tip…experts.)

HEADLINE 4

A. “Now try this vitamin” B. “Now try the vitamin of champions” # ___ (Shhh. Secret tip…this is why you must test.)



Headline 5 A. “Use these eye drops for bloodshot eyes” B. “How to give quick rest to tired eyes” #____ won hands down. (Shhh. Secret tip…they polled the purchasers as they left the register and followed their lead.) Headline 6 A. “Women’s sweater sale at below wholesale price $19.99” B. “Would you buy a woman’s $65 sweater for $19.99?” #___ sold out the sweaters in 2 days. (Shhh. Secret tip…dramatic price comparison and savings.) Headline 7 A. “Save one gallon of gas in every ten” B. “Car owners! Save one gallon of gas in every ten” #___ did 20% better. (Shhh. Secret tip…target market…go figure!) Headline 8 A. “Hay fever!” B. “Dry up hay fever!” #___ had a 27% increase in requests. (Shhh. Secret tip…benefit.)



Headline 9 A. “Men’s thick terry robes: $65” B. “We first saw these in the Crillon Hotel on the Place de la Concorde

in Paris” #___ sold out the first shipment on the first day. (Shhh. Secret tip…luxury & story.) Key: Headline 1=B, 2=A, 3=B, 4=TIE, 5=B, 6=B, 7=B, 8=B, 9=B

Headline Swipe File

I’ve said it before and I’ll say it again…it’s always easier to write when you don’t use a blank slate. The following headlines have sold countless millions of dollars through the years. You may model or mix them up, but reading through this list will get your copywriting brain working. Also remember my recommendation of keeping your OWN swipe file. Add more modern headlines to your stash. (On a side note, many of the older headlines which are quite short were created for print. They would have to pay more money if they take up more space. With the Internet, we don’t have that issue. But be warned…headlines that turn into paragraphs don’t grab attention as much as a well-crafted, succinct one.) Eugene Schwartz ♦ Super Potency At Any Age ♦ How To Rub Your Stomach Away ♦ Full Grown Trees - One Foot Tall ♦ Why Do Chinese Women Have Such An Impossibly Low Rate Of Breast Cancer? ♦ How To Get The Guts Of 300 Business Magazines In 30 Minutes ♦ Now a Tranquilizer Pill Without a Doctor’s Prescription! Released To You For The

First Time! ♦ Give Me One Evening And I’ll Give You A Push-Button Memory ♦ She Fled The Hospital When The Doctor Said, “Cut Open Here.” ♦ Can You Make Onions Into Medicine That Rids You Of A Dripping Cold? ♦ Now! The Miracle Gas-Saver That Europe Couldn’t Hide!



♦ How To Develop Psychic Dominance Over Others…Either When You’re Near Them, Or Far Away

Gary Halbert ♦ How To Make Maximum Money In Minimum Time! ♦ The Amazing Direct Mail Secret Of A Desperate Nerd From Ohio! ♦ How To Get A Product To Sell If You Don’t Have One Already And How To Get It

For Nothing! ♦ How To Get As Much Money As You Need To ‘Roll Out’ Your Project And Get It

Without Borrowing! ♦ How To Get The Exact Name And Address Of Every Man, Woman And Child Who

Is Ever Likely To Become One Of Your Customers! ♦ What To Write On A Simple Postcard Mailing That Will Make People Flood Into

Your Business! ♦ How To Mail Up To 100,000 Letters Per Week At No Cost Whatsoever! (Not

Even Postage!) ♦ How To Make Your Ad In The Yellow Pages Pull In 400% More Business Than It

Does Now…At No Extra Charge! ♦ How To Use Cheap Little Classified Ads To Make As Much As $10,000 Per Day! ♦ How You Can Profit From The Coming Stock Market Crash And Financial Blood-

bath That Is Going To Be Caused By Cash-Rich Drug Dealers And Other Criminal Scum!

♦ How To Reap Unbelievable Profits As The Dow Jones Soars To Over 4000 In The Next 18 Months, And Then Crashes Like A Lead Balloon!

♦ How To Make Enormous Cash Profits In The Inevitable Mob-Caused Explosion In Gold Coins!

Dan Kennedy ♦ How To Solve All Your Advertising, Marketing And Sales Problems, Fast &

Forever ♦ How To Literally Write Any Size Paycheck You Like, As Often As You Like ♦ Here Are The Exact Ingredients For A Direct Mail Moneymaking System of Your

Own ♦ 19 Secrets Of Exceptional Results Selling ♦ I’ve Got a Million-Dollar Idea. Now What? ♦ How To Turn Your Ideas Into A Fortune ♦ How To Print All The Money You Want - Legally!



♦ The One-Page Typewritten Letter That Brought In 7 Million Orders And Built an Empire

♦ How To Get Promotional & Close-Out Merchandise At Unbelievable Discounts ♦ How An Unemployed Autoworker Invented A Revolutionary Approach To

Advertising In His Garage ♦ How To Make Enormous Amounts Of Money Packaging & Marketing Information ♦ How To Sneak In And Hear All The Information Marketing & Direct Marketing

Super-Experts. Cheap! ♦ How To Build A Multimillion-Dollar Business Without Spending Even A Penny On

Advertising Advise And Profit! ♦ How to Create Exceptional Income As A Consultant ♦ Can We Talk? How To Make $20,000 An Hour Without A Gun! ♦ I Know 97 Specific ‘Tricks’ To Creating Ads That Reach Out And Suck Money

Right Out Of People’s Wallets Like An Out-Of-Control Vacuum Cleaner. How Many Of My Tricks Would You Like To Know?

♦ Free: Become An Unstoppable Negotiator And Get What You Want, When You Want It, The Way You Want It, From Just About Anybody.

John Carlton ♦ “Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your

Drives, Eliminates Hooks and Slices ... And Can Slash Up To 10 Strokes Almost Overnight!”

♦ “How To Create Your First Damn Good Ad...In Just 9 Minutes.” ♦ “Welcome To Your Free And Totally Uncensored Viewing Of The Entire First Year

(Almost) Of The Internationally-Acclaimed Insider Newsletter On Embarrassingly-Effective Advertising, Marketing & Copywriting”

Lorrie Morgan-Ferrero ♦ "WARNING! Copywriting is seduction...so you'd better have your heart checked

out before you see my RED HOT copy secrets..." ♦ "Becoming a Wildly Successful Copywriter Is No Accident. . .In Just 4 Hours,

Dan Kennedy Reveals His Proven Tactics to Make MORE MONEY and Get MORE CLIENTS for Your Copywriting Business"

♦ “Is Your Entrepreneurial Business Netting You $100,000 Plus Per Year? It SHOULD!”



Headline Templates If you get stuck on your headline, one of these three will usually get you started. “How to _________________________” Example: “How To Make $87,000 Per Year As A Magazine Writer!” “If __________ Then ____________” Example: “If You’re Looking for One Convenient Source for All Your Business Needs, We Offer a Huge Selection of Office Supplies” Use a quantifiable number “__ (specific number) ways to ___ (dramatize the big benefit)” Example: “7 Easy Ways to Save Money on Groceries Without Clipping Coupons”

Your She Factor Copywriting Mission!

HEADLINES Write a minimum of 25 (yes, 25) headlines for your copy. You don’t have to make it laborious. Changing a word from ‘TERRIFIC’ to ‘AMAZING’ counts as a new headline.



Testimonials

Testimonials are like gold when it comes to bolstering your credibility. When someone reads how actual customers got great results from your product or service, it makes her say to herself, “Wow! It must work!” The reader might not trust YOU, but he certainly trusts Joe Schmoe from Idaho who earned an extra $547 a week because of your offer. Good testimonials should have at least one of these three qualities:

• A well-known person in industry or a celebrity • Be results-oriented but be sure to have quantifiable proof of actual figures • Be about specific improvements in her life after doing business with you

Get and use testimonials from your customers and even the media. Use specific testimonials that give details about you or your product so they know that they’re not the first person that you’ve ever sold to. Ask Permission If someone writes about how wonderful you are in an email, get permission and use it! The same goes for conversations in passing at social events. Just get permission before you reprint a single word. How Do I Write One? I’ve created a formula that makes it so easy whether you’re writing at the request of a busy client or helping to polish a testimonial given to you. First, identify how you are like the reader. While marketing guru Dan Kennedy preaches “Problem … Agitate … Solve”, yours truly is all about “Problem … Relate … Solve”. From the viewpoint of the person providing the testimonial, here is a brief template you can use to get them started:



“In the past, we had this problem …” (Explain what life was like BEFORE they had your product or service.) “We searched until we found this amazing product or service by this company that had been where we were too, and they managed to solve this problem …” (They are talking about YOU and how you turned their life around.) “Now our business is booming by $x and we are saving x-amount of time. Our stress levels are nonexistent …” (They are demonstrating the results they received because of your product or service.) In other words,

o He or she has been exactly where you are. o He feels my pain. o She speaks my language. o Here’s what happened as a result of trying your product or service. o I highly recommend you. Get the same benefits that I did.

So if you can present your benefits in terms of feelings like how the buyer will feel as a result of having your product and what negative feelings will go away. This is why we highlight problem, agitate, solve. KEY POINT: Get a testimonial for every major benefit that you offer by identifying them in the features and benefits section. For example, if your product makes your skin softer and reduces wrinkles, you would have a testimonial for soft skin and another that says it reduces wrinkles. Write A Template Should you write a testimonial and give it to a happy client? Yes you should, if you think that will get it faster. The President doesn’t write his own speeches – they are written for him. Often a client is too busy or not really in a hurry to get you that testimonial you desperately want for your marketing materials. Push her along gently by writing a sample testimonial. Then she can use your structure as a template and edit it until she’s comfortable with the message. Be sure to get the final “sign off” from the client before you use it, however!



Use Audio Or Video Audio testimonials at www.redhotaudio.com bring your testimonials to life online and add interactivity. Or take it a step further with a video testimonial. I love the easy-to-use Flip video at www.theflip.com. With its minimalist options, it’s practically idiot-proof to use and save your videos. Of course there are also smartphones and webcams galore. There’s no excuse not to have lively testimonials anymore! The best time to get testimonials is when the sale is just made and they are excited. Begin asking for them immediately. Set up an automatic follow-up system to keep them consuming your product and be sure to ask for success stories each time.

Testimonial Examples

"I’ve made over $19,000 from the copywriting skills Lorrie taught me."

"Lorrie, no one I know in the industry teaches the principles and techniques of kick-ass, get ’em-to-buy copywriting as well as you do. I went from a fumbling and confused wanna be marketer to an unstoppable marketing maverick because you showed me step-by-step how to write words that persuade and sell. And I never thought of myself as a “sales” person – I have an art background. But you’re special in that way because you understand what it’s like to be a heart-based person and you are so gifted at showing people like us how to win in the internet marketing game. Thank you so much Lorrie because FINALLY there’s someone teaching copy with a down-to-earth, sensitive approach!"

James Roche www.infoproductguy.com



"I couldn't care less about copywriting..."

"As an entrepreneur I couldn't care less about copywriting. But I do want to know how to increase my sales. I had achieved a high level of traffic visiting my website, but I wasn’t making the sales I needed to survive. It became clear to me that I wasn’t meeting the needs of those potential customers. What I said on the site and how I said it wasn’t capturing their attention.

What's refreshing about Lorrie’s material is that the content is extensive, thorough, and extremely adaptable. It’s easy to modify her examples to fit your own copy.

Her step by step process made it easy for me to learn the methods and apply them to my own site. When I applied her methods to the sites I use for my Google campaigns, my conversion rates increased immediately. Next, I began to see product inquiries reach all time records.

And when I wrote my sales letters, suddenly I went from making the occasional sale to gaining new customers every day of the week."

James P. McMahon, Ecologist www.cleanairpurewater.com

Your She Factor Copywriting Mission!

TESTIMONIALS Create a testimonial you would like to receive from an ideal client.

Documents

MODULE SEVEN “Magnetic Headlines that Pull Her In … · ♦ How To Make Maximum Money In Minimum Time! ... ♦ 19 Secrets Of Exceptional Results Selling ... Copywriting is seduction