This time I want to look at an important topic that you don’t read a lot about and that I call the “neglected little sister, the sub-headline; fortunately, it builds directly upon the Most Powerful Psychological Tool!

Even the term is confusing because it is used for 2 entirely different things in a sales letter.

First, it is used for the secondary headline under the primary headline. You know…

“Buy My Wonderful Product So That YOU Can Become a Trillionaire,
Live Forever and Sleep with Every Beautiful Women on the Planet”

And You Won’t Believe Why I Will Pay You For the Privilege

The second part, “And You Won’t Believe Why I Will Pay You For the Privilege”, is the sub-headline.

The other use is to break up the sales copy into sections to keep it interesting, be informative, and as a “skimmer magnet” — to stop and capture the attention of skim readers.

Both are important but this time I’ll be talking about how your can use sneaky techniques to…

make the sub-headline underneath the headline do its part.

If It’s On a Sales Letter it MUST Have a Purpose

One of the cardinal rules of writing sales copy that has spectacular conversion rates it to put in only things that advance the prospect toward a sale (or list sign up or making a telephone call or whatever).

The primary reasons for the sub-headline are:

• Reinforce the headline
• Expand on the major point/benefit
• Add some new point/benefit
• Explain the “attention getting” headline or to “complete the thought”
• Compel the reader to read the first line of the body copy

While most sub-headlines do all of those, the last one is the most important one.

Remember each section – even every paragraph and sentence — of sales copy is meant to get the person to continue to the next section.

I’ve heard this called “reading gravity” or a “slippery slide”, because if your copy is compelling enough it is like gravity taking them down a slippery slide, they just can’t stop reading.

It’s more than that though, it’s meant to get them to continue but be in a slightly altered mental place. You don’t want them just reading you want them to take action.

With each word, sentence, and paragraph you are slowly getting your prospects to view the world as you want them to; at least in regards to purchasing your product (or whatever your call to action is).

The sub-headline is the same.

The headline caught their attention and broke them out of the trance they had in their head, allowing you to enter into that conversation.

Now the sub-headline needs to get them to the next section slightly more inclined to “buy” than they were before.

Let’s Look at Some Examples

I’m going to take you through an exercise I do periodically to for ideas and my swipe file; I particularly like to do this because I am strictly an Internet Marketer and looking outside of IM helps me get ideas outside from my boundaries.

The point here is not to do that but to look at the actual sub-headlines and “feel” them.

I’ve taken 4 random magazines from the reading pile my wife and I have and selected a number of actual ads to demonstrate the use of a sub-heading in action.

Remember that these all come with pictures that help support the ad (and sometimes clarify the headlines) but it is still important to look at the headlines on their own, particularly the sub-headline.

When you read them you need to put yourself into the mind and shoes of a prospect and be aware of what you feel changes inside you when you read them.

It will probably be a slight change so you have to pay close attention but notice the change and why you change; that change may be you want to read more or not but be aware of it and why,

Let’s look at the ads …

From Time Magazine:

For Ford:
Headline: THE MOST FUEL-EFFICIENT MIDSIZE SEDAN
Sub-headline: THE 2010 FORD FUSION + HYBRID

For ZOSTAVAX:
Headline: IMAGINE THIS BLISTERING RASH ALONG WITH STABBING PAIN AND YOU’LL HAVE AN IDEA OF WHAT IT CAN BE LIKE TO HAVE SHINGLES.
Sub-headline: IF YOU HAD CHICKENPOX AS A CHILD, YOU COULD GET SHINGLES NOW.

For Starbucks: (purchasing bags of coffee)
Headline: CAN’T BEAT HAVING A STARBUCKS THREE MINUTES FROM YOUR OFFICE.
Sub-headline: EXCEPT WHEN YOUR MEETING IS IN TWO.

For Hilton HHonors Program:
Headline: Olympics Glory lasts forever.
Sub-headline: Your chance to witness it only lasts through December 31.

For ADVAIR:
Headline: Asthma has 2 main causes.
Sub-headline: Treating both with ADVAIR helps prevent symptoms.

For SPIRIVA:
Headline: MY GOAL IS TO BREATHE BETTER EVERY DAY.
Sub-headline: Once-daily SPIRIVA helps people with COPD breathe better.

From Smithsonian:

For the United States Mint:
Headline: ROOSEVELT WANTED A COIN THAT REFLECTED THE GLORY OF A NATION.
Sub-headline: WHAT HE GOT WAS A MASTERPIECE.

For Bose:
Headline: New. Quieter than ever before.
Sub-headline: Introducing Bose QuietComfort 15 Accoustic Noise Cancelling headphones,

For Stauer:
Headline: The Curse of the Perfect Gift
Sub-headline: 20 carats of polished natural emeralds linked with 14K gold for under $200!

Headline: How Do You Spell Pearl Necklace?
Sub-headline: F-R-E-E.

For Mucinex:
Headline: Chest congested?
Sub-headline: For long lasting relief, evict mucus.

For Jitterbug:
Headline: It doesn’t play music, take pictures, or surf the Internet.
Sub-headline: Introducing the NEW Jitterbug. It’s the cell phone that offers simplicity for everyone.

For New York Life:
Headline: SMART SAFE GROWTH YEAR AFTER YEAR
Sub-headline: Guaranteed growth, in good times and bad.

From Family Circle:

For Olay Professional Pro-X Intensive Wrinkle Protocol:
Headline: As effective at wrinkle reduction as what THE DOCTOR PRESCRIBES.*
Sub-headline: At half the price.

For Martha Stewart Crafts:
Headline: Tinseltown.
Sub-headline: Martha Stewart tinsel glitters.

For Lee Jeans:
Headline: JEANS THAT INSTANTLY SLIM YOU.
Sub-headline: NEW SLENDER SECRET JEANS. DO YOU HAVE AN INSTANT?

For Symbicort:
Headline: COPD left me short of breath.
Sub-headline: Now I take SYMBICORT.

For Newbridge Silverware:
Headline: GIFTS DIRECT FROM IRELAND
Sub-headline: FOR YOU HOME AND YOUR LOVED ONES

For Lyrica:
Headline: One thing that doesn’t change with the season:
Sub-headline: Diabetic Nerve Pain.

For Genentech:
Headline: Learn to spot a leading cause of blindness before it happens
Sub-headline: You might be in for a real WAKE-UP call.

For VYTORIN:
Headline: There are 2 sources of cholesterol. Food & Family.
Sub-headline: Only VYTORIN treats both.

For Febreze vacuum bags:
Headline: Don’t just vacuum… freshen!
Sub-headline: Fill the room with freshness as you vacuum.

For Swanson Chicken Broth:
Headline: HOLIDAY SUCCESS RESTS ON SWANSON.
Sub-headline: THE ONLY CANNED CHICKEN BROTH WITHOUT ADDED MSG.

From Health:

For Dove with Nutrium Moisture:
Headline: What makes the new Dove different?
Sub-headline: Here’s the story before the clothes.

For L’Oreal Revitalift:
Headline: WANT TO STOP DEEP-SET EYE WRINKLES?
Sub-headline: Start with the first nonstop AM + PM eye repair duo.

For Vaseline Sheer Infusion:
Headline: NEW Vaseline Sheer Infusion
Sub-headline: Superior moisture across all layers of skin

For Kashi:
Headline: Do What Comes Naturally
Sub-headline: EASY TIPS FOR A STRESS FREE SEASON

For Lipitor:
Headline: I never thought it could happen to me.
Sub-headline: A heart attack at 53.

For Kellogg’s Special K Bar:
Headline: Great taste.
Sub-headline: Less waist.

For Toviaz:
Headline: If you can draw a map to every bathroom in town…
Sub-headline: Today is the day to talk to your doctor about overactive bladder and TOVIAZ – a pill that comes with a plan.

For I Can’t Believe It’s Not Butter:
Headline: Butter taste.
Sub-headline: Better Health

For Plavix: (heart attack medicine)
Headline: You’ll never forget that day.
Sub-headline: PLAVIX can help you from going through it again.

Well, that was more than I planned on but each illustrates at least one point and some of them probably convert well and some of them seem pretty terrible (but you’ll only know from testing).

If you “felt” and analyzed your reactions you’ll have learned something; I got several interesting ideas just from finding them!

How to Make a Great Sub-headline

The sub-headline needs to be compelling and build curiosity so people will read the first sentence of the sales copy.

For example, I like one I have in my swipe file from Joe Sugarman, it reads:

“A new consumer concept lets you buy stolen merchandise if you’re willing to take a risk.”

That will get most people reading more of the sales copy, that’s for sure!

The key here is to take the headline and add to it – explain, give more info, etc. – in a way that does excite their curiosity.

Let’s look at a quick example of Mike Filsaime trying to do this with his Butterfly Marketing sales page by having this attention grabbing headline/sub-headline:

“Overdose Warning Required”

Consumer Warning: Use Of This Product May Have Such Explosive And Instant Results Of Cash Surging Into Your Merchant Account… The Result Of Which Could Lead To Getting A Phone Call From Your Merchant Account For Unusual Activity!

Now, I don’t know what traffic he’s driving to this page (what exact keywords, etc.) but I think I’d have used the sub-headline as a headline and used some of the copy he has later as a sub-headline. Maybe something like:

Many People Have Had Their Cash-Packed PayPal Accounts Temporarily Frozen for Review After They Discovered and Applied the Little Known “Butterfly” Techniques

Hmm, not bad. Could use some more thought and revision but not bad for a few seconds thought.

You can see how it reinforces the headline by using more “exact” language as well as some powerful motivating words.

Hopefully, making people want to read more about what the “butterfly” techniques are and how they were so successful that people’s accounts were frozen for review.

Of course, Mike can afford to buy the best copywriter’s in the world and test his sales copy a million different ways so that headline is likely better performing for his audience but the point he was trying to do and that I am trying to make is to let the sub-headline be the helpful supporting, behind the scenes person who actually gets things done; in this case make the prospect curious enough to read on.

That curiosity can come from anything but it must be there and usually the “sneakier” the better.

Conclusion

Curiosity, the “most powerful psychological tool” it the key to having a mind-blowing sub-headline.

Sure, most people don’t even think much about it but it is an important part of a sales letter and can give that little extra push to the prospect who was attracted by the headline to get them to read on.

Go through the examples above again and “feel”. Do it with magazines, newspapers, Web sites, etc. that you come across and your sub-headlines and the rest of your sales copy will get much better.

Just remember that the headline gets someone to climb up to the top of the slippery slide to action but the sub-headline is the thing that starts their momentum.

Do you have any example of great sub-headlines?

Do you use them? You should

What types of things pique your curiosity enough to compel you to read on?

Leave a comment and let me know.

Talk soon,

David

The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Don’t forget to retweet this! Use the button on the page or Tweet this:
Sub-headlines: The Neglected Little Sister http://bit.ly/4WUB4B (via @DavidHusnian)

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This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

Sub-headlines: The Neglected Little Sister

But, and it is a big but,  just because a sales letter is an ad doesn’t mean it should look and sound like one.

Why this bad?

Well there are several reasons, the first is that people LIKE to buy, but they DO NOT LIKE to be sold to.

There are many reasons for that including, among other things: a loss of control and mistrust that the seller isn’t going to necessarily have the buyer’s best interests in mind.

The second reason is that people have developed a sort of “blindness” to ads.

That is, when something looks like an advertisement people subconsciously tune out, sort of like fast forwarding through the commercials of some TV show you’ve recorded.

People will just skip right over something that seems to be trying to sell them.

This is, obviously, not good for copywriters, but can you avoid or overcome it?

One simple answer is that you do not make your copy look like an ad; duh.

But, since a sales letter is an ad, how do you hide your ad without requiring the skills and mastery of a Dan Kennedy.

One very effective way is to…

start your copy with valuable information led into by an editorial-style headline.

I can hear you are asking, “what are editorial-style headlines?”

Instead of a long explanation just let me just show you some.

• “7 Fatal Mistakes That Most Online Business People Make And How Not to…”
• “Can Using Video Increase Your Sales Conversion Rate 100-1,000%? A Startling New Survey, Conducted By a Leading Research Group, Reveals The Truth!”
• “10 Essential Facts You MUST Know Before Purchasing a Flat Screen TV”

Editorial headlines give the reader the impression that what follows, your sales letter, will give them valuable information that will bring them pleasure, alleviate pain or protect them in some way.

This will immediately attract them and will get them to read your sales letter; or at least start reading it.

But, if you are sharing valuable information how do you keep the essence of a sales letter – that is, to sell?

The trick lies in being subtle about the sale.

Weave your sales pitch in with the valuable information you are sharing in a way that makes it seem that your product or service is perfect for the situation — or be nearly perfect; it isn’t usually good to be perfect because then that sounds too good to be true).

For example, when talking about the 7 fatal mistakes that online business people make, weave into your copy how your product or service has helped online businesses succeed.

Another example is when going through the 10 essential facts they need to know about flat screen TVs make sure that your product is on the plus side of most of them and weave that into the sales copy but be sure to also include something that your product doesn’t do; this makes things more believable and trusted.

The key take away from this is to present the reader with factual, highly informative content that will excite, attract and educate.

They will then have the desire you’re looking for and, at that point, you integrate your offer in a “matter-of-fact” manner which makes them want to buy without you actually selling!

Do you have informational sales copy? Post a comment as I’d love to see what you’ve done.

Talk soon,

The Shameless (Ethical) Marketer
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com
http://www.SecretsOfGoogleAdwords.com

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

Just Say No to Ad Sales Copy!

Below I have listed each question again along with the correct answer and a reason for that answer, if one was given.

I have also given my answer and my analysis of the answer.

Answers

Here are the answers and the winners…

1. A) Push Button shave cream
B) Moisturized Shave Cream

Answer: A.
Reason: It converted better than 2 to 1 because it focused on instant gratification.

My answer: A.
My analysis: It is almost always better to focus on quick benefits than more ambiguous ones that many won’t really care about. Who doesn’t want a quick solution but “moisturizing” means different things to different and some won’t even want it at all so it is weaker.

Answer: A.
Reason: It gave a specific promise of benefit.

My answer: A.
My analysis: Always go for the emotional response in the prospect not the intellectual one.

Answer: B.
Reason: The word that attracted people is “you”.

My answer: B.
My analysis: I was just stupid looking for the “it’s okay many people suffer like you do” but that doesn’t usually trump “solution for YOU”; should have read and thought better.

Answer: A.
Reason: Specificity and clarity attract better than not; this shows the exact price and, by default, savings.

My answer: A.
My analysis: Notice that being specific is used where advantageous and isn’t where it is not. I wouldn’t be surprised if this converted better than saying “Would you buy a $29.99 shirt on sale for $14,99″ – although testing it would be in order. In fact, I’d be interested in seeing how either of those did against a less specific amount that was actually a better deal.

Answer: A.
Reason: None given.

My answer: A.
My analysis: There is implied scarcity as well as the suggestion of it being a designer jacket, even if you don’t know Manana. Being “handmade” implies quality to some but too many, particularly those interested in designer labels it is a negative. Also, in the U.S. the “made in Mexico” is, rightly or wrongly, thought of as being of cheap or poor quality.

Answer: B.
Reason: It converted 20% better because it spoke to a specific audience.

My answer: B.
My analysis: Whenever you can throw in a phrase that is more specific to a targeted person it will, somewhat subconsciously, attract them. Think of how many times you’ve found that a new thing you learned or liked seemed to be all around you AFTER it became important to you. That isn’t coincidence, it was probably there all the time but was filtered out by your brain because it wasn’t important enough to you.

Answer: B.
Reason: It caused a 27% increase in requests because of added promise of benefit

My answer: B.
My analysis: Always go for a solution, never forget the importance of the emotional connection.

Answer: A.
Reason: None given but this pulled 3 times better.

My answer: A.
My analysis: Potential scarcity and social proof win out over the “leather” and the specific price. Even though the second one added the “sold out in 48 hours”, it wasn’t greater than the implied faster sell out by using the word “cancel”

A) If the headline is above the picture?
B) If the headline is below the picture?

Answer: B.
Reason: Pictures are usually better eye-catchers than words

My answer: B.
My analysis: There is a good possibility of losing the headline if it is above a dominant picture. This wouldn’t be true with a small picture, like of yourself.

Answer: B.
Reason: None given

My answer: B.
My analysis: The second one again hit deep into the emotional subconscious by invoking thoughts of a big, fancy, expensive hotel in Paris, further utilizing additional triggers; it wouldn’t have done so well if it has said “We first saw these in the Carillon Hotel on the Place de la Concorde in Cleveland.”

Answer: B.
Reason: It has both curiosity (“would you”) and benefit (big savings”in one headline.

My answer: B.
My analysis: The words “below wholesale” has some positive impact but it loses completely to the specific savings by having the exact prices, since the price difference is great (it would have had the impact of “Would you buy a woman’s $25 sweater for $19.99″, there the “below wholesale” probably would have won). Also, having a question in a headline makes people stop and read and, if only subconsciously, answer the question.

Answer: B.
Reason: None given

My answer: B.
My analysis: B seems Boring (with a capital B). But don’t lose sight of the little triggers like implied lots of sales and invoking questions like “how many did you sell?” and “who is Milton Gordon?” A has few triggers, the best they can hope for is the implication that they go all out for their customers.

Answer: A.
Reason: This converted 2 times better, because message B has been repeated so often the audience was bored and few read it.

My answer: B.
My analysis: This one just fooled me completely. If it wasn’t from someone like Gary Halbert I’d doubt it and even then I’d like to test it (hmm, maybe I still need to work on my humble

Answer: B.
Reason: The reason the headline made sense because it tied with the fact that most volvos are driven for 11 years in Sweden and by then it’s paid for.

My answer: B.
My analysis: My thought was that people looking for a Volvo are concerned with quality and, particularly, safety so they added the words “we didn’t forget you’d be sitting in it for 11 years”. I would have tested “we didn’t forget who’d be sitting in it for 11 years” also because they are very popular with families and the “protect my child” impulse is usually stronger than the “protect myself” one.

Answer: A.
Reason: A converted twice as well.

My answer: A.
My analysis: This one is simple. A has benefits, B has features. Always go for benefits the more to the customers emotional core the better.

Answer: A.
Reason: This converted 50% better because of the offer of free information.

My answer: B.
My analysis: This one surprised me completely. I would have thought the benefits of relieving pain would have beat the question and the implied free info.

Answer: A.
Reason: None given

My answer: A.
My analysis: Answer A is really a fear question with the implication of removing that fear while B is just and intellectual question. Fear pretty much smashes curiosity every time.

Answer: B.
Reason: This headline was the result of asking buyers of the product WHY they bought the product, and they replied, “it feels good when my eyes are tired.”

My answer: B.
My analysis: How-to’s are always good, plus there is a “quick” solution to a problem.

1. How to talk to a horse
2. Free way to start horsing around
3. How to adopt a horse
4. Free gift if you love horses
5. Free lessons in horse training

Answer: 5-4-3-2-1.
Reason: Research revealed the word “free” used its customary magic as well as the words “how to”

My answer: 4-5-3-1-2.
My analysis: Expected to free to be better than how-to. Thought 4 was better than 5 but that was because I didn’t completely read the question and look at who the target audience is. Still don’t understand why #2 wasn’t the worst one though

Answer: Sort of a trick question since the both converted the same, at least you couldn’t get it wrong!
Reason: None given

My answer: B.
My analysis: I am surprised, I would have thought the pull of being “like a champions” would have helped.

How Did You Score?

In summary, the answers were: 1 – A; 2 – A; 3 – B; 4 – A; 5 – A; 6 – B; 7 – B; 8 – A; 9 – B; 10 – B; 11 – B; 12 – B; 13 – A; 14 – B; 15 – A; 16 – A; 17 – A; 18 – B; 19 – 5,4,3,2,1; 20 – Both

I, not Gary Halbert, have come up with a rating system so you can see how well you did; note this is slightly playful tongue-in-cheek.

20 Correct, A+. You are a Copywriting god and should quick your day job and start charging $50,000 to write a sales letter.

18-19 Correct, A. You definitely know what you are doing and should “turn pro” if you aren’t already.

16-17 Correct, B. Not bad at all, you have some talent, keep it up and who knows some day you might make it out of the minor league s and make it to the “Show”

14-15 Correct, C. Some skill and knowledge, keep working on it but consider hiring out your copywriting work!

12-13 Correct, D. Don’t give up your day job.

10-11 Correct, F. Definitely don’t give up your day job.

Under 10 Correct, what is below F. Give it up (or buy all my copywriting products

Seriously though, remember that no matter how experienced or good you are you can always learn more and you should always remember, no feel, the emotions of your target audience and then test, Test and TEST again.

So Who Won?

Unfortunately, and disappointingly, only two people took the quiz.

I thank you for that and will be giving you both gifts.

I decided to take the best score from each person, here is the scoring:

Gladys Choo – Gut: 13/20, Copywriter: 14/20
WY – Gut: 10/20, Copywriter: 14/20

So here are the winners:

Gladys and WY tied. If I would have thought about it I would have had a tiebreaker using the second score but, since I didn’t, I declare you both winners.

Congratulations.

Now the Prizes

You will each get a 1 free year membership to my new membership site coming soon (I can’t divulge the value of that but I think you’ll be happy, I can say you’re saving more than $100).

You will also each get a coupon for a free copy of the Copywriting e-book I will releasing soon (this way you’ll get all the bonuses also).

Finally, you each will get a coupon for the free 8-8-8 Sale product of your choice.

I hope you found this as fun and instructive as I did!

Talk soon,

David

O.Y. If you want to really increase your conversions and sales, and want to learn more about being a great copywriter then check out the soon to be released book, Be a Copywriting Pro.

O.O.Y. By the way, I got this quiz from Jason Fladien’s blog, it has some good copywriting info also.

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

Grades are in, did you pass?

I did okay, I got 16 out of 20 — a B back in my school days, but not as well as I had hoped (or, truthfully, expected). It was an interesting and humbling experience (made me remember that I don’t know as much as I thought and I really wanted to share the quiz with you so you could benefit from it also.

One thing I suggest is taking the test twice, once without thought and analysis, just your immediate gut reaction, and the second time use the rules of copywriting you know.

Compare the differences in results and find out where you are strong and where you are weak. Also, it will help you understand how well you can trust your instincts.

Some people are good representatives of their prospects and some aren’t and you need to know which you are, this is very important; you’ll be losing sales if you use the wrong viewpoint, that is, use instinct when you should use analysis and vice versa.

For example, my partner took the test both ways and got 40% more right when she analyzed. This suggests that she is atypical of the general public and things that attract them probably don’t attract her.

Post your answers to the blog and, who knows, there may be something nice for the person who scores the highest.

Beware, make sure you actually read each headline/question, I missed a few by thinking I knew it without properly reading it.

Here’s the quiz…

Which Headline Pulled the Best?

Headline 1

A) Push Button shave cream
B) Moisturized Shave Cream

Headline 2

A) How to get rid of an “inferiority complex”
B) The writings in these immortal books are as strong as the mightiest deeds of history

Headline 3

A) Thousands suffer from sick nerves and don’t know it
B) Have you these symptoms of nervous exhaustion?

Headline 4

A) Would you buy a $30 shirt on sale for $14.99
B) Half price sale on shirts!

Headline 5

A) The name of this jacket is Manana. But at $30 you better buy it today
B) It’s from Mexico. It’s handmade. And it’s only $30.

Headline 6

A)Save one gallon of gas in every ten
B) Car owners! Save one gallon of gas in every ten

Headline 7

A) Hay fever!
B) Dry up hay fever!

Headline 8

A) This is the ad we had to cancel three months ago because we sold them so fast
B) All leather handbags for only $28 (The last time we ran this ad we sold out in 48 hours!)

Headline 9

Which ad will be better read?

A) If the headline is above the picture?
B) If the headline is below the picture?

Headline 10

A) men’s thick terry robes, $65
B) We first saw these in the Carillon Hotel on the Place de la Concorde in Paris

Headline 11

A) Women’s sweater sale at below wholesale price $19.99
B) Would you buy a woman’s $65 sweater for $19.99

Headline 12

A) we go to Helsinki and back for our customers
B) “In our 38 years in business, we never sold so much of one item in so short a time – Milton Gordon

Headline 13

A)“My insurance company? New England life of course. Why?
B) The far sighted man from new England life can show you how you could get 30 years of life insurance – and then get back all the money you put in.

Headline 14

A) If you really want to impress someone with your car, tell him it’s paid for
B) “When we built the Volvo to last 11 years, we didn’t forget you’d be sitting in it for 11 years”

Headline 15

A) Here are two easy ways to build your sales of cooling system parts
B) New Gates charge announces tune-ups: $12 flat rte on cooling system

Headline 16

A) What is buffered aspirin?
B) how to stop a headache without upsetting your stomach

Headline 17

A) I never bought stocks before – how do I go about it?
B) What do I own when I own a share of stock?

Headline 18

A) use these eyedrops for bloodshot eyes
B) How to give quick rest to tired eyes

Headline 19

Rate these headlines in order of which converted the best and which was the worst for these advertisements in a trade magazine.

A) How to talk to a horse
B) Free way to start horsing around
C) How to adopt a horse
D) Free gift if you love horses
E) Free lessons in horse training

Headline 20

A) Now try this vitamin.
B) Now try the vitamin of champions.

Take the quiz and post your answers in a reply to this blog and we’ll see how well you tomorrow!

David
The “Shameless” (but “Ethical”) Marketer

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

How Good Are You Really? Take Gary Halbert’s Quiz to Find Out…