How Much Does It Cost To Watch Formula 1 The Ultimate Guide To Writing Great Sales Letter Headlines

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The Ultimate Guide To Writing Great Sales Letter Headlines

If you want to write great letter titles that stop your ideal prospects dead in their tracks, so they read all your copy and eventually buy from you, then this post will be one of the most important things you’ll ever read.

Really, what is the most important part of any sales letter?

Bullets?

Evidence?

Close?

No, no and no again. Instead, it’s your sales letter title.

Now, I know what you’re thinking…

Could something as small as your headline be the most important thing in your entire copy?

So, look at it like this:

It doesn’t matter how good your presentation is, how compelling the story you write, how strong your testimonial is, if no one is reading your copy.

So the first “win” you should get when writing copy, is getting your chances of actually reading it.

You do that with your title.

So far?

It’s ok. To continue.

So, how do you write a great sales letter?

Well, here’s what most people do:

They created a swipe file of all the major titles in history.

So far so good.

The thing is, instead of using these topics as inspiration to write their headlines, they literally swipe them word-for-word.

They add and subtract a few words here and there, so it works for their product or market. That’s it.

On the face of it, you might think it’s smart.

If it worked once, it will work again, right?

No, not fast.

You see, there’s a reason those titles work so well. And this appears:

The copywriters who wrote them knew their markets inside and out.

In particular, they knew two things:

1) How much the market knew about their product.

(This includes what the product does, the methods involved, and how it satisfies a problem or desire they had.)

2) How well do you KNOW if their market has any problem or desire they may have at that time.

In his book “Breakthrough Advertising”, one of the greatest copywriters of all time, Eugene Schwartz, called this market “the state of awareness”.

And he said you need to write your title and state of knowledge of your CURRENT market.

If you don’t, then your sales letter headline won’t hit home with your prospects…

It will fly…

And people who might otherwise buy from you, won’t read all of your copy.

Which would be a royal pain in the rear, right?

In fact, there are 5 different types of information you should have you know of the. (Get it?)

These are:

Stage 1: Your prospect knows about your product and wants it, but they can’t buy it yet.

Stage 2: Your prospect knows your product but does NOT want to buy it yet.

Level 3: The prospect DOES NOT know about your product, but DOES know a desire they have that your product can fulfill.

Stage 4: Your prospect is unaware of your product, even though he has a NEED to be fulfilled.

Level 5: Your prospect doesn’t know your product AND doesn’t know any need or desire they have related to what your product does.

Check up:

You MUST know what level of understanding your prospects are at, at that point.

Why?

Because you have to use a different title “formula” for each level.

What are these formulas? Let me tell you…

Stage 1: Your prospect knows about your product and wants it, but they can’t buy it yet.

This one is simple.

All you need to do in your headline is to state your product name and ad value.

People at this level of awareness will then buy.

For example, everyone knows what an iPhone is. And there are millions of people who want one, but haven’t gotten around to buying it yet.

If the iPhone writes a title that says something simple like:

“iPhone (any latest model): Now available at half price,” people flock to it.

The thing is, most products don’t fall into this category. And if they don’t, then this kind of topic will smell worse than my balls after ten sets of squats.

With that beautiful thought, let’s continue…

Stage 2: Your prospect knows your product but doesn’t want to buy it yet.

Things are a little more complicated now…

But no more.

Here, you just need to strengthen your title in one of the following 7 ways:

1) Strengthen your desire for a positive outcome your product can help him succeed.

2) Sharpen an image of your product in action, in the mind of your prospect.

David Ogilvy’s famous ‘Rolls-Royce’ ad title is a good example of:

“At 60mph the loudest sound in this new Rolls-Royce comes from the electric clock.”

Now you’d think you were driving a smooth Rolls-Royce, right?

Amazing pictures.

3) Focus on WHERE your prospect can use and benefit from your product.

For example, I didn’t bother with Netflix.

Until, that is, when I’m traveling around Thailand and want to watch movies in my spare time.

I never thought I would be able to get Netflix on my phone.

But guess what? I saw an article that says there is a Netflix app for phone, and I can stream movies from anywhere in the world.

Of course I signed up, because I could no longer watch movies in my bedroom back in England – I could watch them anywhere in the world, whenever I wanted.

4) Emphasize new documents or evidence supporting the quality/efficiency of your product.

5) Describe a new way in your product that makes it “work” better than before.

6) Describe a new approach to your product that overcomes a previous limitation.

E.g. If there was a brand new ingredient in beer that prevents hangovers, that company would be a fool to mention it in its title!

7) Finally, you may want to change your prospect’s image of your product completely, remove it from the competition and/or enter a new market.

Lucozade did this.

People used to drink when they were sick. Then they repackaged it as an energy drink that you can have every day.

A genius.

Right, that’s “Level 2” on the Awareness scale done.

Let’s get into stage 3…

Level 3: The prospect DOES NOT know about your product, but DOES know a desire they have that your product can fulfill.

Remember this:

If your prospect doesn’t know your product yet, and doesn’t know what it can do for him, don’t mention it in your headline.

Got it?

It’s ok.

Instead, you must start with the DESIRE your prospect has.

Your physical copy should then show that the wish can be fulfilled.

And finally, you need to show them that your product is the best/only way for them to fulfill that desire.

Next.

Stage 4: Your prospect is unaware of your product, even though he has a NEED to be fulfilled.

This is similar to “level 3”, so we won’t spend too much time on this.

Here, you want to name the need and/or its solution in your title.

After that, you really want to rub salt in the wound so to speak, by making the prospect realize how much they want a solution to their need.

And as before, you present your product as a solution.

Level 5: Your prospect doesn’t know your product AND doesn’t know any need or desire they have related to what your product does.

Indeed, this is where the top copywriter earns his money.

If your sales letter headline can appeal to people in this category, you should get a ton more sales, and more money in your bank.

The problem is, how do you do it?

Well, as you might have guessed, you can’t mention your product.

You also can’t mention the wish – they don’t know yet.

Price? Certainly not. At this point, the price doesn’t matter either.

So what are you doing now?

He starts with (drumroll please)…

YOUR MARKET!

Well, when dealing with an ad in this fifth level of awareness, you need to “name” your ad first, so they can identify with your ad.

If they don’t engage with it, then they won’t learn and move on. In fact.

So, only after they identify your ad with your title, do the following in your main body copy:

First, you need to inform them of the problem or desire.

After that, they realize that there is a solution.

And finally, as before, make sure they see YOUR product as a clear solution.

After all, all this can overwhelm you at first. It certainly did.

It’s a lot to take in.

But if you can master this one aspect of writing alone, your copy will convert better than 90% of your competitors.

It means a lot of money to you.

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