- Ask “who else?”
Who Else Wants to Write a Book?
Who Else Used to Say Singing Was Hard?
Who Else Wants a Fail-Safe Burglar Alarm?
Who elseis an involving set of hypnotic words. It suggests
that someone else got what you are offering and that it is
possible for the reader to achieve or have it, too. - Use a guarantee.
Guaranteed No-Stains-Ever Rug!
Guaranteed to Go through Ice, Mud, or Snow—or We Pay the
To w!
We live in the age of skepticism. Your offer should always
run with a guarantee. But if you can say in the headline your
offer is guaranteed, it will help to convince readers to look at
your entire ad. - Admit a weakness.
We’re Number Two. We Try Harder.
This Chef Makes Everything Except Salads!
You will gain credibility if you confess you are not perfect. Too
many ads and letters claim to be the magic bullet to all your
ills. That is not believable. If you say you are almosta magic
bullet, people will tend to believe the rest of your claims. In or-
der to put people into a hypnotic trance, they must trust you. - Focus on positive end results.
Whiter Teeth in 10 Days
35 Pounds Slimmer in 30 Days
Do not paint a negative picture thinking you will make a sale.
People buy hopes and dreams. Do not sell “fat loss,” instead sell
“Almost Perfect Health!” Do not try to scare people into buying
toothpaste by yelling,Yellow Teeth Are Ugly!, but instead sell the
end result people want:Whiter Teeth!Again, people buy cures.
But be believable. If your headline sounds like a stretch, people
will not trust you.35 Pounds Slimmer in 30 Daysis believable;
35 Pounds Slimmer Overnightis not.
30 Ways to Write a Hypnotic Headline