How To Write Copy That Converts ALL THE TIME

Let’s have a little pop quiz for a minute.

What’s the purpose for most of the headlines you write? Choose your top 3 (be honest).

1. To match with the picture or artwork I’ve been given.
2. To speak in the tone of the brand I’m selling for.
3. To speak in the tone of the client I’m selling to.
4. To sound clever or funny by indulging in puns and wordplay.
5. To make the reader understand the big idea at a single glance.
6. To condense the headline in 10-16 words or fewer.
7. To get it over and done with because I don’t get paid well enough for my work.

Got your top 3?

?To be fair, it’s likely that the purpose for your headline will depend on whether you are writing copy for above, below or through the line advertising.

But here’s the big idea…

Having a clear mental picture of what your headline is supposed to accomplish will save you from writing a headline that leaves the reader asking, “So what?”

Here’s where the infamous “ four u’s ” of headline copy come in:

1. Is it Unique?
2. Is it Ultra-specific?
3. Is there a sense of Urgency?
4. Is it Useful?

Those four questions will answer the readers “so what?”which is your “why”.

If all your headline did was to annotate your main benefit, the damage done (if any) would be far less consequential than writing phrases that are obscure.

So for copy that converts all the time, in the words of Simon Sinek, always START WITH THE WHY.