A few weeks ago Glenn Fisher asked this question on Twitter:
"If you could boil all the copywriting advice in the world down to a single word, what would it be? I'm going for 'read'. Is there a better option?
Many experienced copywriters replied. Some answered, "impact". Others answered, "Persuade", "wonder", "motivate", "communicate" or "sell.
I replied "Clarify".
Clarify what's the big idea
that hints that here is something your reader really, wants (and can get from you).
The truth is...all these answers are correct.
Copywriting is the art of writing words to persuade people to do or buy something. But to persuade people to act, your copy must do 3 things: 1. Cut through the noise with impact ("Is it memorable?") 2. Communicate ("Does it clarify what's the big idea you want people to know?") 3. Persuade (Does it motivate the reader to act?)
That's why your headlines are the most important element of your copy. As ad legend David Ogilvy said, "It's the telegram which decides whether the reader will read the copy".
A standard way to cut through the noise with impact is to write headlines that state a benefit or a promise.
But this technique has a problem. In 2020 consumers are more cynical and skeptical than ever.
All thanks to decades of sleazy ads and brands making overpromises and underdelivering.
This means that for every benefit there's a reader thinking, "Yeah right. All these Deodorant brands say that their deodorants are 100% natural. But I've tried a bunch of them and none pass the stink test."
So how can you write more impactful headlines that win over skeptics and their fears?
Handle the #1 objection right there, in your headline. Acknowledge what's stopping
them from using your product, then give it a positive spin.