Four Steps To Improve Your Headlines and Increase Your Leads In Network Marketing |

As you continue to grow and learn more about marketing, you will eventually come to know Copywriting. It is a skill you will need to master or hire someone who has mastered it. It you are just starting you will no doubt have more time than money so you will need to master the skill. Even if you want to out-source it you will want to know what is good copy and what is bad. A great reference is Robert W. Bly’s The Copywriter’s Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells He talks about how headlines are the hook for your lead or prospect. Without a good headline they may never read your ad. Here are four functions of the Headline.

Your headline must get the person’s attention. Your headline can get the attention of your audience by appealing to their self-interest. It comes down to “What’s In It For Me”. Your headline must tell the person what’s in it for them so they will click on your ad or read your email to get the rest of your message. Here are some example’s from Robert Bly’s book: Give Your Kids a Fighting Chance – Crest; Why Swelter Through Another Hot Summer – GE air conditioners. These two examples appeal to a person’s self-interest (their kids and their comfort). You can get the readers attention by delivering news. This type of ad will include words like new, discover, introducing, announcing, now, at last, just arrived. All these words are designed to capture the attention of the audience just long enough for them to read the message or open the email.
2. You must select your audience. You can capture the attention of someone but they may not be the audience that you are looking for. If you are marketing expensive jewelry you do not want people who can’t afford it. Like trying to sell a retirement community to someone who is in their twenties. Your headline can help filter out those who would not be interested. Some examples might be: Is Your Kirby Vacuum Still Working?; All Gieco Customers, We Can Save You Hundred’s Of Dollars Now. These two add show how the first part of the headline filters out people who do not own a Kirby Vacuum or have Gieco insurance.
Your ad should deliver a complete message. David Ogilvy once said, “four out of five readers will read the headline and skip the rest of the ad” That make that headline all the more important. The message should be complete for the reader so you can get your message across to the 80% who will not read you ad. Ogilvy recommends that you include the selling promise and the brand name in the headline.
You want to draw the reader into you copy with the headline. You want them to be curios about your copy from the headline. Just by reading the headline the reader wants or needs to read more to satisfy that curiosity. “What Do Top Network Marketer Earners Know That The Rest Of Us Don’t” This will draw 80% of network marketers into the ad copy. We want to know what top earners know that we don’t. Look at ads that draw to read more and save those headlines. It is not called copy writing for nothing.

Study what works on yourself and keep a file (called a swipe file). This is where you keep all your ideas for headlines and ads. Do not try to be original. Leave that for others. All you want to do is write good copy that motivates or compels someone to buy your opportunity or product. So if an ad works on you then is should work on others. You need to do two things 1) start analyzing headlines and save the good ones; 2) Buy Robert Bly’s book The Copywriter’s Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells and start becoming a copywriting master.

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