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Imagine that you are the customer. Then, answering the questions below, write
down every single benefit and advantage the product or service could possibly
give to you.
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1.
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Scientists have identified five basic needs
that are shared by all human beings. So how will the product or service help me
with... ...
my physiological needs? (ie to eat, drink,
breathe, be warm and dry etc)
...my need for security? (ie to be safe,
free from risk, protected from the unexpected etc)
.... my need for love and belonging? (ie
relationships, affection, friendship & community etc)
... my need for recognition? (ie to be valued
and perhaps even admired by others)
... my need for fulfilment? (ie improving
my life and my achievements, and realising my potential, so that I feel fulfilled
and content)
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2.
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Psychologists tell us that the two most basic
forms of motivation are to avoid pain and gain pleasure. So how will the product
or service...
.... help me to avoid pain
... help me to gain pleasure
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3.
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The Biblical "seven deadly sins"
are widely accepted as key aspects of experiencing pleasure. So what has this
product got to do with....
.... my gluttony? (ie wanting more food)
... my avarice? (ie wanting more money)
... my envy? (ie wanting what other people
have got)
... my pride? (ie wanting other people to
be impressed)
... my laziness? (ie wanting an easier life)
... my lust? (ie wanting the opposite sex)
... my anger? (ie wanting to get even or
right a wrong)
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4.
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There may be other hidden benefits. For example,
how will the product or service help...
... me to overcome my fears?
... me to become a more confident or stronger
person?
... me to overcome my feelings of guilt?
... me to remove or reduce my worries, losses,
risks and mistakes?
... me to save, earn or achieve?
... me to create a better future for myself and the people I love?
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Drawing on what you have just discovered, write at least 20 headlines using some
or all of the opening phrases given below. Don't worry if an opening phrase doesn't
seem right... simply move on to the next one.
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5.
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How...
Note: US research shows that 23% of the most
successful headlines of all time start with the word "How"
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6.
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How to... |
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7.
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Why... |
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8.
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Discover.. |
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9.
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At last... |
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10.
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New... |
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11.
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Finally... |
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12.
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Yes, you too... |
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13.
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The secret... |
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14.
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Imagine.. |
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15.
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The latest about... |
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16.
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Don't... |
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17.
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Don't let... |
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18.
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Your guide to... |
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19.
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Save... |
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20.
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Free... |
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21.
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Have you ever... |
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22.
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Now... |
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23.
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You... |
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24.
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Accept... |
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25.
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Master... |
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26.
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Take... |
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27.
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Improve... |
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28.
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Reveal... |
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29.
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Win... |
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30.
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Earn... |
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31.
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Get... |
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32.
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What is it... |
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33.
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When... |
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34.
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Here... |
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35.
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Warning... |
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36.
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Do you... |
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37.
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Is your... |
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38.
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Learn |
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39.
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Change... |
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40.
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Own... |
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41.
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Choose... |
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42.
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Let yourself... |
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43.
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Seven ways to... |
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44.
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9 steps to... |
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45.
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Become... |
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46.
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Do... |
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Highlight the headlines that
you think are best - and then leave the exercise alone for a few days |
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In a couple of days re-read
everything you've written, and add or change whatever now feels right |
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Pick the headlines that you
think are most likely to work (which is not necessarily the same as your favourite
headlines!) |
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Write each of your chosen headlines
on the front of a separate envelope |
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Lay out the envelopes on a table |
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Invite a group of people (ideally
customers, but friends and colleagues will do) to pick the envelope that they
would most like to open and read. NB: If you have less than 10 people helping
you in this way you will probably need them to pick the two envelopes they would
most like to open in order to get a meaningful sample |
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Use their reactions to narrow
the field down to the two "best" headlines |
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Test both headlines before launching
your full campaign. For example, if the headlines are to be used in a direct mail
campaign, send a test mailshot with, say, 500 letters using one headline, and
another 500 using the second headline. |
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Measure the results, and use
the one with the best results in the full campaign |
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Remember, experts say that the
headline accounts for 40-50% of success in marketing. So it really is worth going
to all this effort to get your headlines right. |
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