The following is a sponsored post by Commune / The Content Optimization Company™.
not let go.
And you're probably wondering how a 74-year-old book could possibly help
And you're still reading, right?
Welcome to the world of powerful headlines.
In his classic 1935 book, Tested Advertising Methods, advertising
pioneer John Caples lays out the headline elements that attract the most
So here's what a 74-year-old book can teach you about successful online
Three Types of Headlines That Are Virtually Magnetic
Your readers are generally interested in one thing—themselves. And this
self interest tends to fall into one of five categories:
Sex / sex appeal—not sex itself, necessarily, but the feeling
of being attractive, popular and loved
- Greed and the desire for prestige
- Fear and the need for safety and security
- Ease and the aversion to hard work
Charity and selflessness, and the desire to make choices that
provide that warm little flame of self congratulation
- Sex / sex appeal—not sex itself, necessarily, but the feeling
Humans are hardwired to be receptive to novelty. So not only do
your prospects want to find new and better solutions for their
problems—they're also incredibly bored. Offer them something new
and they'll thank you for catapulting them out of their everyday humdrum
for a few moments.
Humans are also hardwired to be curious. Tweak that curiosity
reflex by adding a little something unexpected in your
headline—something relevant but surprising that makes your reader go
Combine These Elements for Extra Punch
Many of these tips work just fine on their own, but you can combine them for
even more power. Try these two combos to start.
Self interest and curiosity
Headlines like "How I Blew the Dust off a 74-Year-Old Book and Became an
Online Marketing Whiz" hook your prospects with a healthy helping of
self interest (we all want to be online marketing whizzes) and curiosity
(what does a 74-year-old book know about the internet?).
Self interest and news
Headlines that contain the words "now," "finally," or "at last" are
great ways to incorporate news and self interest.
Got the basic idea? (And notice how important self interest is?)
Next week, we'll go even more in-depth and show you a specific, proven
method you can use to write headlines that not only grab your reader's
attention but also make writing your content easier.
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