Your Headlines Must Persuade The Attracted To Do Something

The FREEBIE headline if you have something for nothing then say so above the fold! If you havent then find something that can be downloaded to assist in getting e-mail addresses and to appeal to those basic instincts.

The DIRECTOR headline Learn how to , Discover the secrets to , Find out why, Magnify your success by , Light your fire and become . Double your rate of , Enter the arena of the great .

The GAPPER headline. Ever felt that bit guilty when confronted by a headline that reminded you of something you prefer to forget about but secretly you would like to resolve.

If so you have been gapped!

Do your light bulbs need changing ? Does your wife need help in the garden ? Got money problems .? Does your pond go green every summer ?

For real headline benefit combine a Gapper with a Freebie.

Does your pond go green every summer? IIf so download this FREE 20 page guide on How To Get Crystal Clear Pond Water All year Long Guaranteed!

A variation on this approach using bullets to break up the questions can be very effective. Bullets have real pulling power. Use them often

Do you need low cost, supercharged Internet marketing and sales campaigns?
Do you need total control over your webs content so you can have more free time to spend the extra money earned?
Do you want success sufficient enough to guarantee your familys ongoing security and peace of mind

If you answer is yes to any one of these then the Web Marketing Machine is the product you have been looking for! It will increase your web traffic by at least 10 times otherwise your money will be refunded in full.

Buy now before I take it away

Take away buying is best used when you have interested prospects who need that little push to make the decision. The take away is characterized by a time bound offer:

Do it before midnight to save 50%.
This offer expires at noon on December 25th
This is the very last time I will ever make such an offer.

You have all seen these. They work but only well with buyers who are interested anyway.

Make sure you are credible if you mean that the offer will disappear at midnight then make certain it does it disappear at midnight.

You are not pushing the buyer into deciding but you are encouraging the visitor to buy now and not to procrastinate.

Do not think of a white carnation, Michel Fortin

Read the title of this section again and think about it for a moment

Did you think about it ... ie the white carnation instead of the "not white" carnation?
Did your mind tend to go around in circles?
The lesson .... Do not tell them what it is not. Avoid negatives, think of a positive instead

Or is this any clearer?

Tell them what it is. not what it is'nt

Do not think of a white carnation is the best description I have ever come across that gets over the message that positive writing is better then negative writing in getting a message over quickly and in a meaningful manner allowing less interpretation by the visitor.

Negatives confuse us.

In maths 2 negatives make a positive work that one out if you can. And yet it is true.

Notice I said And it is true the temptation was very very great to say But it is true.

Whats the difference?

As Michel Fortin explains the word but almost always infers that what came before the word but was wrong, untrue or doubtful even if it was not. As such it can be a poor choice of word to use to join phrases, clauses or sentences when it is important to leave no doubt about what was meant and to be positive.

Positive speak

Apply positive speak to things like the following and it is not easy to do this because it often easier to think of the effect rather than the benefit. Telling the person to get lost (or words to that effect) in such a way as to enjoy the journey on the way is a wonderful challenge in life that falls into this category of speak. Politicians are good at positive speak!!!!!

More convenience is better than less hassle (I use hassle a lot ... wrongly)
Reliable is better than error-free
Crystal clear is better then less murky
Save $50 is better than $50 less/off

Emotional speak is better than logical or more factual speak

Investment not cost
Valuable not expensive
Home not house
Well built not fat
Benefits not features
Sunny periods not cloudy at times
Happy hour not free drinks between 5 and 6.

When you do have to speak with a high level of factual content remember:

Art for artists
Science for scientists
Use picture words for general public. Use phrases like the size of 5 football fields and not 2 hectares, twice as big as Manhatten, about 1 year and not 8,000 hours and so on.

writing for traffic trust and sales continued