Copywriting Tip – Writing Headlines – "Challenge" Your Customer

Here’s a useful copywriting tip about writing headlines that anyone in any business can use.

You know, everyone wants to feel special — at least, sometimes.  Right?

And making your customers feel special is one of the best things you can do.  But this isn’t so easy to do, is it?  I mean, how can you make someone feel special, when you don’t even know them?

The answer is you give them an opportunity to make themselves feel special.  And one of the ways you can do this is by challenging them.  The prospects who qualify to deal with you will feel like they’ve “met” your challenge.

So for instance, headlines with the following appeal work well in this situation:

Legendary ad man Bruce Barton once wrote an ad that had this headline for an ad selling correspondence school training.  Obviously, if you believed you had an imagination, you’d be attracted to this kind of a message.

“A Wonderful Two Years Trip At Full Pay — But Only Men With Imagination Can Take It”

Here’s one I wrote.  This was the sub-headline of the ad:

“You may be able to increase your net profits and your business cash-flow, dramatically, if… you are already taking home $100,000 or more, and… you own or operate a for-profit business.  Take this simple quiz to see if you qualify.”

In that headline I’m actually setting up a couple of filters and THEN asking them to take a quiz (which people love doing, by the way).

And lastly, this one’s pretty boring but it’s effective:

“If you are a safe driver, you can save up to hundreds of dollars on your auto insurance.”

Always remember “everybody” isn’t your customer.  This is another way of qualifying your prospects by having them “self-qualify.”

When you do this, the quality of your leads is always going to be better, and their enthusiasm about what you have to offer, is always going to be higher.

And using this copywriting tip, you… will make… more money!

Now go sell something, Craig Garber

P.S.  TWENTY-FIVE different headline formulas for you to use inside my new book, “How To Make Maximum Money With Minimum Customers,” (comes with a lifetime guarantee!)

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