How to Write Headlines: 3 Formulas To Help You Save LOST SALES!

Summary

In this video, John Benson shares powerful strategies for writing compelling headlines that drive sales and conversions. He reveals three key headline formulas: Negative and Positive Triggers, Testimonial Headlines, and Duality Headlines, each designed to grab attention and implant intention. Benson emphasizes the importance of ethical persuasion, combining psychological techniques like NLP and hypnotic language to craft impactful copy. The video offers practical tips for marketers and copywriters, helping them boost engagement and avoid lost sales, while also teasing upcoming lessons on tactics like open loops.

Takeaways

• 😀 Headlines serve two main purposes: grabbing attention and implanting intention.
• 😀 A strong headline needs both a power structure to secure attention and persuasion triggers to implant intention.
• 😀 Persuasion in copywriting is ethical and can be achieved without lying, simply by being brave enough to tell the truth.
• 😀 Negative and positive triggers in headlines can make a big impact, particularly in blog posts and subject lines.
• 😀 The 'negative and positive triggers' headline formula includes a negative or positive descriptor, noun, avatars, and verb.
• 😀 Positive headlines should focus on benefits, like 'fail-safe secrets' or 'killer fat-burning strategies'.
• 😀 The 'testimonial headline' formula uses a separator, topic, delivery medium, and an 'aha moment' to grab attention.
• 😀 A testimonial headline can sound like an endorsement or a personal breakthrough, even without using an actual testimonial.
• 😀 The 'duality formula' combines a 'wow' factor with a primary goal and primary complaint, making the headline both appealing and relatable.
• 😀 These headline formulas are simple, easy to apply, and can significantly improve your copywriting and marketing results.

Q & A

What is the ultimate purpose of a headline in copywriting?

The ultimate purpose of a headline is not only to grab attention but also to implant intention, ensuring the reader is both captivated and motivated to continue engaging with the content.

How can you grab and secure attention with a headline?

You can grab and secure attention by using a power structure, which consists of patterns that trigger the brain to pay attention and stay engaged throughout the entire process.

What are 'persuasion triggers' in headlines?

Persuasion triggers are various copywriting techniques, such as NLP, hypnotic language patterns, and priming, designed to subtly influence the reader’s mindset and guide them toward a desired outcome.

What is the 'negative and positive triggers' headline formula?

The 'negative and positive triggers' formula involves using negative or positive descriptors, nouns, avatars, and verbs in the headline. Negative triggers tend to work well for blog posts or video titles, while positive triggers often focus on benefits and results.

Can you give an example of a negative trigger headline?

An example of a negative trigger headline is '8 boneheaded fat-torching mistakes virtually all fitness lovers commit.' It uses negative descriptors and verbs to create a sense of urgency and awareness.

How does the 'testimonial headline' formula work?

The 'testimonial headline' formula uses a separator, topic, delivery medium, and an aha moment to craft a headline. It can be based on a real testimonial or a phrase that evokes a breakthrough moment, creating a relatable and attention-grabbing statement.

What is the 'dual goal' headline formula?

The 'dual goal' formula is structured as 'Wow (how to) + primary goal + avoid primary complaint.' It emphasizes both the desired outcome and the obstacles to avoid, which speaks directly to the audience's aspirations and fears.

How can these headline formulas be applied in different marketing channels?

These headline formulas can be used across various platforms, such as YouTube video titles, blog posts, sales letters, and email subject lines. Each formula adapts to different content types and goals, such as increasing engagement or conversions.

Why is ethical persuasion important in copywriting?

Ethical persuasion is crucial because it ensures that marketers and copywriters influence their audience without deception, focusing on truth and integrity. This creates trust and long-term success rather than short-term manipulative gains.

What will John Benson teach in his next video in the series?

In the next video, John Benson will cover 'open loops,' a psychological tactic that hooks viewers and keeps them engaged throughout the entire content. This strategy is commonly used in videos, sales pages, and emails to maintain interest.