The Internet is an ocean of people.
People looking for different products, services, and information. All preoccupied with their own agenda — their own needs, wants, and desires.
If you wanted to compare the Internet to the real world, everyone would be rushing about, heads down, and mumbling to themselves about where they need to go and what they need to get. (Hm, maybe not so different after all…)
Anyhow, the point is, it’s hard to get anyone’s attention.
So what’s the best way to prequalify your ideal prospects? How do you get them to pay attention to you?
The #1, BEST way would be to SHOUT THEIR NAME.
Even in a huge mass of people rushing by (which is essentially what the Internet is), what if you yelled:
“Hey, Robert Phillips!”
Don’t you think that would catch Robert’s attention?
Follow this with a bold promise that fulfills a desire or need that Robert has, and you’ve got a great, attention grabbing headline.
In another lesson we’re going to learn how to repurpose proven headlines into your own business, but for now, take this as an example…
“Hey, Robert Phillips! Free Report Reveals the Tiny Keyword Secret that Brings a Tidal Wave of Highly Targeted, Cheap, Pay Per Click Traffic to Your Site”
Since I know that Robert is learning about Pay Per Click, he would probably be interested in such a report.
If you did this in real life, he would probably stop, walk over to you, and take the free report from your hand.
In the offline world of direct mail, this kind of specificity works the best in headlines.
Unfortunately, online, you can’t place individual names in your website’s headline.
So the NEXT best way to get your ideal prospect’s attention would be to yell out the category of prospect you’re looking for.
For example…
“Attention Frustrated Internet Marketers! Sick and Tired of Wasting Your Money on Useless Pay Per Click Campaigns? Free Report Reveals the Tiny Keyword Secret that Brings a Tidal Wave of Highly Targeted, Cheap, Pay Per Click Traffic to Your Site”
Do you see how this would rivet the attention of Internet Marketers who are sick and tired of wasting their money on PPC campaigns that don’t bring traffic to their sites?
Not as specific as someone’s name, but it’s as close as you’re going to get when targeting ideal prospects for your product or service.
Keep these examples in your mind as you craft your next headline.
Think of how distracted your prospect is, and what it would take for you to get her attention.
Three important points to make here:
First — When done correctly, headlines not only attract the attention of your ideal prospects, they immediately drive away those who are NOT part of your target market.
Your ideal prospects end up prequalifying themselves.
Like Gary Halbert used to say, “Target the foxes, not the dogs…”
Second — The sole purpose of your headline is to get your prospect to read the next line. That’s it.
The sole purpose of your email subject line is to get your prospect to open your email. That’s it.
Once that job is done, you must continue your prospect’s ride down the slippery slide that is your sales message.
Third — Why is your headline so important? Because if you can’t get the attention of your prospects, they will never read your sales message, which means they will never buy your product or service.
This is where it all starts. No powerful headline, no sale.
Got it?
Up next — some specific headline writing techniques.
Or…
How to Legally Steal from the Masters of Copywriting to Create Eyeball Gripping Headlines
-James D. Lee
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