The 2-Second Introduction

“You never get a second chance to make a first impression.”
–Unknown

In This Issue:

The 2-Second Introduction
by Monica Day

Five years ago, one of the most powerful headlines I’ve ever read – to this day – completely changed my life. It read:

Can You Write A Letter Like This?

Then, the subhead swooped in and told me that the reward for doing so could be $100,000 a year. And the benevolent-looking gentleman pictured on the front might even hire me himself.

The brilliance of the headline, of course, was that in order to answer the question, I had to read the entire letter! And the promises dangled in the subhead made me want to.

That headline and lead convinced me to order the AWAI Accelerated Program for Six-Figure Copywriting – one of the best decisions I’ve ever made. The promise in the subhead came true for me – right down to the fact that I do “work” for Bill Bonner, the smiling gentleman pictured beside the headline. His company, Agora Publishing, is one of my main clients today.

I am grateful to this day for that headline. Anything less compelling and I might not have my dream job today. And because I was “sold” on copywriting by such a powerful headline, I’ve never underestimated the importance of learning how to write them. They are hands-down the most powerful tool in the copywriter’s shed. They can make or break the success of the entire letter. And it only takes your prospect 2 seconds to read it and decide whether they toss the rest – or dive in.

No pressure, right?

In fact, I think the pressure of coming up with a great headline and lead is the hardest thing to overcome. It can be paralyzing to sit and look at the blank page – wishing something brilliant would pop out of your head. And then, the longer you wait, the more anxious you get.

Will I ever get a good idea for this headline? Will I ever have another idea again?

Before you know it: brain freeze.

That’s why I thought I’d share a couple of little rituals I do when attacking a new headline to get the ideas flowing – see if they help you, too.

First, I visit my collection of swipe files. I’ll read dozens of headlines and leads – with my new product in mind – and start thinking about all the different tacts I might take. There are lots of different kinds of headlines: benefit-oriented, how-to, story, guarantee, track record, secrets revealed…the list goes on and on. The more headlines you read, the more ideas for starting the promotion on your plate.

Then, I turn to my notes and research on the product I’m selling. I look at the Unique Selling Proposition (USP) – what makes this product stand out? I make a list of all the benefits – which would my target prospect find the most compelling? And I review all the points I plan to make in my copy. From this review, I pull forth the strongest ideas for consideration as headline and lead starters.

Finally, I don’t sit down and try to write just one great headline – it’s too much pressure. Instead, I force myself to write 50 of them.

Seriously – 50.

Some will be lousy, some will be great. Try not to judge them at first. Just crank those babies out. Then, put them aside for a few hours and do something else. When you go back to your list, you’ll be able to spot the ones with potential and the ones to dump.

You’ll develop your own rituals for generating headlines and leads as you get going. But feel free to use mine until then. And if you have any good tips for me, please drop me a line at admin@copyprotege.com.

Resource Referral: Make It Easier

Krista shared with you recently that she invested a fair amount in her copywriting “education” during her first year. I’ll echo that – and add that I also tried to learn the skills that would give me the biggest bang for my buck. Ever hear the term ROI? It stands for “Return on Investment” – and it means that when you invest money into something, there should be some tangible return that justifies the expense.

Mastering the skill of writing compelling headlines and leads is definitely a big banger – your promotions will become more successful overnight. Successful promotions lead to more clients and better pay.

Now, there’s a way to master this critical skill in a fraction of the time it takes most new copywriters. On May 1st, Accelerated Training Services will launch a brand new program called The "Headlines & Leads" Targeted Learning Program. I got a sneak peek at what they’re offering, and it seems like one of those high-ROI programs you can’t afford to miss.

I urge you to hurry up and check it out right now – it’s the first of its kind, and they are limiting enrollment to just 50 people. Copy Protégé got a jump on getting word of it to you – so there should still be room if you’re interested. But I’m guessing spaces are going to go pretty quick for this.

Reader Feedback: When You Need To Start Making Money Yesterday…

If I wasn’t this desperate then I wouldn’t ask. How fast can you go from $0 to $2000/month? Trying not to have to sell the property. Web literate, good English skills, not sure I’m even a C-level copywriter yet, computer literate, strong ability to learn (PhD in Mathematics taught me that one).

Dear Desperate,

I totally understand – and was where you are when I started. From the many emails Krista and I get, I don’t think you are alone…so I thought I’d share your answer with everyone.

Here are the two fastest ways to generate an immediate income…

1. I see you’re an engineer…If you can pull in the $2k with some type of project in that field – even for a month or two – might be faster and easier while you cultivate the copywriting a bit further. I actually did this ongoing data entry project for a little while the copywriting grew. It wasn’t my dream…but it kept me afloat. Sounds like your bailing a bit…which can be a tough position to score a steady gig from. Relieve the "hunger" just a bit – taking the edge off might help matters.

2. That said, my first contract was for writing editorial – not promotional – copy. I wrote two email columns a week and they paid me a retainer of $2000 a month to do it. It saved me. Maybe you can find something like this in your field – you have the edge because you already have the knowledge base. Plus, you’ll be improving your writing skills and gaining good experience for your resume in addition to making money. Next to my first suggestion – this might be your best and fastest way to meet your immediate income needs.