Imagine you’re a business owner working on improving the copy on your website. You find yourself struggling and wishing you could have some help. You feel alone and it’s a little scary. You want to do a good job, but you’re concerned you’re in over your head. You decide that it’s time to look for some help.
With this background in mind, you do a web search and run across the following headlines. Which headline captures your attention and why?
Headline #1
Our copywriting course offers unlimited copy and email critiques and access to our in-depth training material.
Headline #2
Never Write Alone. Unlimited Copywriting Help.
The first headline basically states some facts. It doesn’t really elicit any emotions and is not very engaging.
The second headline gets right to the point and addresses an emotion. What do you feel if you’re writing alone? Fear? Lost? What’s the solution, unlimited help with your writing which means you’re not alone.
Option two very specifically states a problem that elicits an emotion while offering a solution that alleviates the negative emotion.
The comparison between these two headlines is rather drastic, but that’s to help you see the difference. You don’t have to be a copywriting expert to be able to address the problem and the negative emotion associated with it. You then offer a solution to the problem and resolve the negative emotion. It’s pretty straightforward, although I’ll admit when you actually sit down to write it’s easier said than done.
But with a little practice, you can be writing much better copy for your marketing material. Here’s a little thought to help you on your way.
“Before you are able to be good at something and do something important, you must first suck at something and have no clue what you’re doing.” – Mark Manson