Do you have writer’s block?
Do you have trouble staring at a blank piece of paper and don’t
know how to get started?
You’re NOT alone.
Believe me, I know how tough it is to sit down and create killer
copy from scratch, especially if you’re green. There are times
in my life when my mind is completely frozen and I can’t write
squat.
Therefore, I’ve dug around in my Bags of Tricks and come up with
11 battle-tested ad themes that will help you blast through your
writer’s block and crank out brilliant, cash-producing copy in
no time flat!
Plus... I’ll give you suggestions on how to adapt these concepts
to your own business for maximum effectiveness!
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KILLER CONCEPT #1
Problem, Magic Solve
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This is one of the marketing profession's oldest and probably
most widely used ad themes. It has three distinct sections:
you state the problem (usually a pain your target market is
experiencing), you stir up the problem, and then you offer
your stuff as a solution for the problem.
Here’s a great example...
Case Study #1 Craig Proctor’s Real Estate Success System
"How You Can Make Well Over $ 100,000.00 Per Year As A Real
Estate Agent Working Less Than 40 Hours A Week.... Have A Top
Income AND A Life..... And NEVER Have To Make A Call You Dread
Or Waste Your Time With Unrealistic Sellers Or Insincere Buyers,
Ever Again."
The Problem: Most real estate agents are frustrated with the
income they’re taking home. They’re working their butts off and
they’re totally burnt out. They hate cold calling. And they want
to work less and make more.
The Solution: If you buy Craig’s stuff, you’ll never have to
make a cold call again. You’ll have dozens of highly qualified
prospects calling you. You’ll be able to take weekends off.
You’ll be able to get out from under the ridiculous workload.
Most importantly, you’ll finally be able to make a 6-figure
income as a real estate agent.
The Lesson: Most people are looking for a quick fix. John
Carlton put it this way: "Most guys would like to eat a MAGIC
pill, go to bed, and wake-up in the morning with a beautiful
spouse and a million bucks in their bank account.”
Always keep that in mind when you write. The quicker and easier
you can make it for ‘em, the better. (And if you know where to
find that magic pill, PLEASE give me a call!)
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KILLER CONCEPT #2
Tell Me A Good Story, and I’ll Give You My Money.
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Remember when you were a little kid? What was your favorite
thing? That’s right. You asked your mom, “Read me a bedtime
story.”
Stories sell. People love to hear a story. A story paints a
picture in the mind of the reader/consumer. A GOOD story can
communicate your message subliminally, by stimulating thoughts
and emotions. And the BEST stories remove the skepticism and
barriers that can prevent sales.
Here’s a fantastic "tell me a story" headline example:
Case Study #2 – Grandma Ruby’s Magic Pain Relief Cream
How An 82-Year-Old Great Grandma From Iowa Accidentally
Discovered An Amazing Secret That Will Almost Instantly
Erase Your Back And Joint Pain!
The ad goes on talking about how a little gray-haired,
82-year-old great grandma named Ruby Zimmerman from remote
farming town in Iowa was mixing up a batch of moisturizing cream
from her kitchen table... and how she accidentally stumbled upon
a formula that ends chronic joint and back pain. And so on.
Does your product or service have an interesting story?
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KILLER CONCEPT #3
"I've Got A Secret”
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Pssst. Hey, come here...closer. You wanna hear a really juicy
secret?
Gotcha!
You're probably leaning in to this newsletter right now, ready
to "get the secret." The desire to know is a powerful force.
It's led to the word 'secrets' being WAY over used, but that
is why it is used.
People are nosy as hell and they love to feel "in the know."
Everyone gets a kick out feeling like an insider and getting
special treatment because of their "secret" knowledge.
If you've got something, don't FLAUNT IT...TAUNT with it. Make
it appealing, alluring, and most of all TOP SECRET…and you'll
make the sale.
Check this out...
Case Study #3 - GuyGetsGirl™ Guide
“Discover How To Pick-Up Beautiful Women So Easily, and So
Fast, You’ll Have THREE Dates By The End Of This Weekend...
And a Girlfriend (if YOU want one) Soon After!”
Uncover Powerful Insider Secrets That Will Skyrocket Your Sex
Life And Make Wonderful Women Beg You To Date Them – Even If
You’re Bald, Fat Or Ugly!
Pretty intriguing, huh? Every Mr. Wrong has dreamed of being
Mr. Right and has probably wondered "What do THEY have that I
don't?"
If you can identify an information pocket and then create the
"desire to know," in your prospects, you won't have to overcome
any objections they may have…they'll do that themselves!
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KILLER CONCEPT #4
Put Your BIG Money Where You BIG Mouth Is - Guarantees
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If you’re selling stuff that delivers over-the-top, measurable
results that your customers can see, touch, smell, feel, or
count... then you’re in a position to use this
amazingly-effective concept.
Case Study #4 – Marlon Sanders’ Amazing Formula
Your Products Sell Like Crazy Or Triple-Your-Money-Back!
Discover the Amazing Formula that Sells Products Like Crazy!
“Oh no, Dan. I can’t offer a guarantee. What if people rip me
off?”
You chicken...or should I say "Chicken Little." The sky isn't
falling!
Listen closely: People WILL rip you off no matter what you do.
It’s part of the business. It doesn’t matter what the hell you
do, some morons will use your product, return it, and ask for
a refund. Period.
You can't protect yourself from the "bad guys," but you can let
the "good guys" know that you're a "white hat," too. When you
offer a guarantee that you will reach into your own pocket to
"make things right"... you will flip a lot more customers who
would never otherwise consider trying your stuff. That’s because
your guarantee has nudged them over the dividing line between
"Trust" and "No Trust."
Think about it: do you seriously give a damn if making a
handful of refunds will bring you an EXTRA one-hundred more
sales? Do the math. Calculate your numbers and you’ll know
if this concept will work for you.
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KILLER CONCEPT #5
“What’s New, Pussycat?”
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Most of us are interested in news of some kind. That's why
we've got newspapers, magazines, and 24-hour news channels.
And why do we buy “news” papers and watch television “news”
everyday? Because new discoveries fascinate us...especially,
news that is related to our individual preferences, biases,
and personal interests.
Press releases are the most common application for the news
headline, but they can also work in many other areas.
Case Study #5 – The Anti-Aging Super Serum
Amazing Anti-Wrinkle Breakthrough!
“Doctors Are Shocked By New 30 Second Face-Lift-In-A-Bottle
That Turns Back The Clock 10 Years In Only 60 Days”
“Recent Discovery Reverses Aging Beats Wrinkle-Reducing Retinol
By 150% It Surpasses Botox (While Being Safer)... And You’ll
Save A Small Fortune! Read The Astonishing Story Below”
You get the idea?
If you have news to share -- a new product or a new use for an
old product, for example -- be sure to “install” that news into
your headline in a big way.
See you in Part 2.
Dan Lok
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