Write Benefits in Your Headlines to Deliver the Dream!

By: George Dodge

When you create headlines, do you put benefits into yourheadlines to deliver the dream? Do you create headlines thatdraw your reader deeper into the rest of copy?

Let me ask you a simple question. "Why do people read anyprinted material beyond the headline?"

The answer, because there was something in the headline thatattracted their attention, raised their interest and curiosity,or contained a perceived benefit for the reader. At that momentin time, the headline was an irresistible headline to yourreader.

How to Write a Headline to be an Irresistible Headline.

If you are writing material to sell a product, what is it thatyour target audience is seeking? Of course, it's the benefitsthat your product offers them (your product does have benefitsfor your target audience, doesn't it?). They are looking for abeneficial means of solving their problems. They want to know"what's in it for them." They seek solutions to problems and newoptions that save time, money, and effort. If your product cando all three, you'll have a winner if you can convincinglyconvey those benefits to your reader.

But, no matter how good the product is and how well it matchestheir wants and desires, if you don't create headlines thatpresent the benefits to your readers, then you certainly willnot have a headline that makes you rich.

The purpose of this headline writing technique is to presentyour solution as the solution to your target market's most basewants and desires.

However, in order to render the ideal solution when you createyour headline, you must understand what your target marketwants... their likes and dislikes... their disappointments andfrustrations with other competing alternatives. What is it thatbothers your target market most concerning your niche?

Once you understand the wants, desires, or dreams of your targetmarket, you can "enter into the conversation inside yourcustomer's mind" as the famous copywriter Robert Collier oncetaught. Copywriter Maria Veloso refers to this as Frame-of-Mindmarketing.

Supplied with this important knowledge, it's not too difficultto determine what it would take to create a more beneficialsolution. But, you don't want to be content with being a littlebetter than the other options available. If possible, you wantto be the ultimate alternative to your target market's problem.What would your target population really desire to have, to be,or to achieve, that their current alternatives fail to provide?What is the right alternative--the best answer to the problem?

So, now it's time to become the master copywriter. Put on yourthinking cap. Think of how to write a headline that conveys thebenefits of your product or service as the solution to the wantsand desires of your target market. When creating your headline,try to put yourself in the shoes of your target audiencementally and think of how to give your audience the "perfectalternative"--the biggest benefit they genuinely desire.

Create the Irresistible Headline.

When writing your headline, your mission is to span the gapbetween where your target market is and where they want to be.Try to imagine what would be the perfect end state. Then, usingpicture words, create a mental vision that meets the fundamentaldreams and desires that members of your target market harborinside their own minds. Finally, portray your message as theperfect solution--the dream option. Create an irresistibleheadline.

I'm sure that you have heard the old saying that in order to getrich, you need to find a need and fill it. But that is reallynot the answer. Many sales people will tell you that that courseof action is a sure way to the poor house. People don't buy whatthe need, the buy what they want. If you need transportation, aYugo will do, but many people want and buy Mercedes, BMWs, andother expensive cars because the want or desire them, notbecause they need them.

Creating headlines that target needs will result in weakheadlines with little results. Create headlines that make yourich by targeting your reader's wants, dreams, and desires.Purchases are made on emotion and then afterwards justified withlogic. Sell the dream, not the need.

So, find out what your target audience wants, desires, or dreamsabout and fulfill that want or desire with your miracle product.Then put the strongest benefit(s) in your headline.

What might a headline look like that puts a strong benefit rightin the headline? How about this example from Jimmy D. Brown:"How to Sell 300% More of Your Product in 72 Hours Than You DidAll Month." If you sell products, would you like to do that?Could you resist reading at least a little further on to findout how that might be done? For a product seller, that headlineis most likely an irresistible headline.

Or how about some of these famous headlines:

Headline: "How A New Discovery Made A Plain Girl Beautiful" (Ifyou thought you were a plain girl, would this headline interestyou? Would you continue to read on past the headline?)

Headline: "Hands That Look Lovelier In 24 Hours - Or Your MoneyBack" (If you were a woman that thought your dishpan hands wereugly, might you be interested in reading past this headline?)

Headline: "Free Book - Tells You 12 Secrets Of Better Lawn Care"(If you wanted a better lawn to win the garden club's yard ofthe month award, would you order this Free book?)

Want your sales to skyrocket? Create headlines that deliver thedream!

Writing
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