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B5 - Module 4 Lecture Notes

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13 views

B5 - Module 4 Lecture Notes

Uploaded by

saademailforetsy
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Lecture Notes

Headlines
“On the average, five times as many people read the
headline as read the body copy. When you have written your
headline, you have spent eighty cents out of your dollar.” –
David Ogilvy (Father of Advertising).

This also links back to our core psychology behind persuasion – bypassing the filters of croc
brain, remember?
Example of a BAD headline:
BE CAREFUL WITH INVERSE COLORS AND AVOID ALL CAPS
https://pro.sevenfiguresolutions.com/p/HMT_countingstocks_low_0718/EHMTU907/Full

Examples of GOOD headlines:


https://agorafinancial.com/?referer=https%3a%2f%2fptop.only.wip.la%3a443%2fhttps%2fpro.chooseyourselfmedia.biz%2fp
%2fALR_hottestIPO_0218%2fLALRV352%2f&effortId=1363886
https://easy.12minuteaffiliate.com/main

13 Ways to Write Killer Headlines:


1. Novelty – New, Breakthrough, For the first time ever…
2. Use Free
3. Ask an intriguing question
4. Tell a personal story
5. Violate expectations
6. Promise final result
7. Give a warning or urgent message
8. Make a shocking prediction
9. Position it as News
10. Make it easy and quick
11. Make it controversial/conspiracy
12. Peak their curiosity
13. Use social proof (tribal instincts)
Novelty – New, Breakthrough, For the first time
ever…
Use Free
Ask An Intriguing Question
Tell a Personal Story
Violate Expectations
Promise Final Results
Give a Warning or Urgent Message
Make a Shocking Prediction

Position it as News
Make it Easy and Quick
Make it Controversial/Conspiracy
Peak their Curiosity
Use Social Proof (Tribal Instincts)
Headline Checklist:
 Curiosity
 Call out pain point
 Promise solution
 Specificity
 Credibility/address skepticism/Social proof
 Time frame to achieve results of promise
(This above headline is your homework – analyze/identify the headline elements from the
checklist above)
Amazon R&D Method
“Never judge a book by its cover.”  Judge it by its sub-headline instead.
Go to Amazon.com (books section) and search with filter “featured” or “best-selling” and
see the sub-headline.

“A Counterintuitive Approach to Living a Good Life”

A [adjective] Approach to [enticing promise]

“A [Uniquely Powerful] Approach to [Making Millions Short Selling


Homes], And Why Many Agents Are Missing Out Big Time”
Leads
The lead is the most important part when it comes to writing sales copy that converts.

You can have the most amazing offer or product in the world. But if your lead doesn’t grab
your audience by their throats and sucks them in, it won’t matter. You’ll end up losing out
on massive potential sales.

What is the lead?

The lead is the start of a sales message. It’s how you lead into the sale. It’s your headline,
your sub headline, and the first few paragraphs of your copy.

There are different types of leads that you can use in your sales copy…
Six of the major ones are:
1) Offer lead

2) Promise lead
https://tinnitec.com/
3) Problem-solution lead

4) Big secret lead


https://docs.google.com/document/d/15AhLONvLxvPihliYBtBVxY28r6ukrhctM2RQpNb0fbs/
edit
https://swiped.co/file/dangerouslies-agorafinancial/
5) Proclamation lead

Your Back and Joint Pain is More than Just an Inconvenience!


6) Story lead
https://www.facebook.com/groups/armashkamal/permalink/
821870211794717
https://www.facebook.com/groups/656695601645513/search?q=blue%20honda

https://beyond40.com/sites/cb/lean-belly/main-b40-lb3x-sl2.php?hop=fikodeyo
Lead Formula for Long-Form Sales Letters (Optional)

• Call Out Problem


• Promise Solution to Pain Point + Promise to Save Time/Money
• Tease Emotional Discovery Story
• Tease Unique Mechanism Behind Solution
• Tease Contrarian Nature of Mechanism (This Flies in the Face of
What You’ve Been Told Before)
• Working in “Fascinations” as Incentive For Continuing With Copy
(I’ll Answer This Riddle For You)
• Briefly Address Skepticism
• Briefly Mention Credibility Builders
• Qualifiers – Who This Works For. Is It For Everyone? Is It For a
Certain Subset? Speak to Your Market.
• Include a Few Broad Testimonials if Available (About Benefits But
Don’t Give Away Product)

Leveraging Fascinations in Copywriting


Bullets in copywriting are generally known as “Fascinations” and they can help you go from
an average copywriter to a great one.
Benefit + Curiosity = Fascination
Add specifics in it.
All the elements of headline can be used as well…

Fascinations Are Used To:


 Arouse curiosity and intrigue
 Get prospects to keep reading
 Build desire and urgency
 Crush headline block
 Increase readability of your message

Can be used in:


Headlines
Leads
Product Descriptions
Ads

An Example:
The 7-step formula that even an illiterate drop-out can use to write advertising copy 100
times more potent than the best Madison Avenue ad agency! (John Carlton)

Why
Why people with high cholesterol should never go for a swim in indoor pools…
When
When to dump all your crypto and buy stocks instead (Hint: It’s not what you think and you
might be missing out while reading this…)
How
How to learn Facebook Ads with this simple 5-step process
How to say NO to someone without feeling guilty. Just use this 6-word phrase.
What
What most doctors and pharmaceuticals never tell you about your blood sugar (Hint: It has
nothing to do with {medicine names})
Secret
The secret to losing 14lbs of stubborn belly fat without giving up the foods you love or doing
intense workouts.
Listicle
7 reasons why you are failing to make BIG money with crypto (Hint: It has nothing to do with
market fluctuation)
3 never discussed memory hacks that bulletproof your brain FAST…
Never
What NEVER to say to a girl when approaching her for the first time (Hint: These are
probably the first words you said in your last encounter as well)
Controversy
Fast foods and lack of exercise is the reason for weight gain? Wrong! See why scientists now
believe that eating this one particular food can help you lose weight permanently with ease.
Speed (fast, time)
How to quickly make money while sitting in the comfort of your home…
How this 3-minute hack every day can help boost your metabolism and keep you healthy…
Novice
Breakthrough new discovery reveals how you can get teeth brighter than the sunbeam in as
little as 7 days…
Brand new system reveals how to make $1300 per week without building websites, hunting
products, or handling shipping…
Hint and Page
What NEVER to say to a girl when approaching her for the first time (Hint: These are
probably the first words you said in your last encounter as well)
What NEVER to say to a girl when approaching her for the first time (page 12)
Intriguing question
Could drinking half a liter of this “magic” water every day for four weeks CURE your
rheumatoid arthritis? Scientists are now saying “Yes”! (page 147)

Some Before and After Examples


How to walk into your bank and walk away with a handful of silver
VS
Say these 5 “Magic” words to your local bank and walk away with a handful of silver.

Starting a business could save you taxes


VS
Depending on how much you make before taxes, doing this could put $1,472 back in your
pocket (and frankly, that’s a low-ball estimate…)

How to refund airlines’ non-refundable ticket.


VS

How to refund airlines’ non-refundable ticket. (Simply call this 1800 number and say these 5
words)
What never to eat on an airplane.
VS

What never to eat on an airplane. (One lady ate this and was in a hospital for 10 days with
severe diarrhea)

Assets that should never be mentioned in your will… never.


VS

Assets that should never be mentioned in your will… never. (Make this mistake and your
heirs might end up with NOTHING!)

Painkillers that make pain worse. Page 214.


VS

Painkillers that make pain worse (if you suffer from arthritis, I’m 99% sure you have one of
these in your cabinet). Page 214.

HOMEWORK:
Identify the lead part in the “Get Kitchen Clients VSL”, “Sleep Apnea Sales Letter”, and
Beyond40 Sales Letter (link in story lead above)
Also, Tinnitec sales letter (link in promise lead above)

(After lead starts the background story)

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