Copy Tip 21: Popular Headline Formulas

Back again … the cricket’s over for now, just a full day to go and I’ll be ready to watch the New Year’s Eve fireworks to celebrate the start of 2009!

Today I want to share with you a secret about headlines.

The big secret is … and it’s just like being successful at ANYTHING … there is a “recipe” or formula for success.

As Anthony Robbins says, success leaves clues.

It’s no different for headlines.

So while the past few tips I’ve shared with you some very useful inside tips … today I’m going to give you just one single resource that’ll make you feel like you’ve won the lottery.

It’s that good!

But before I do, just a little bit of quick background.

As you know I recently gave you a Christmas “gift” — a suggestion and encouragement to join Clayton Makepeace’s Total Package.

It’s a free — and “must-have” — resource that he publishes of untold value for copywriters and small business owners.

Anyway, a couple of years back, he launched a PAID membership club called Easy Writers. I was a foundation member. As I’ve mentioned, I’m a constant student, learning and applying as much as I can from the craft of copywriting. There are some incredible “masters” to learn from, and Clayton is definitely in that category.

I’m not worried about telling you I’ve learned from the best! While I’ve been creating persuasive messages for about 16 years (a mix of copywriting, marketing and design), there’s never really and end point in this craft. To me it’s a “liquid playing field” — constantly shifting. While the fundamentals stay sound, the tactics change. So it’s worth spending time and investing in education on an ongoing basis.

So when Clayton announced his paid monthly Easywriters Marketing Club, I jumped on it. And I was a member until the program was sadly disbanded earlier this year (his team had just too many other things to do).

EasyWriters Marketing Club logo

We had some awesome monthly resources sent our way — CD interviews, a printed membership report edited by Tony Flores and a monthly webinar.

One of the best of these was on Headlines. It was called Red-Hot Headlines that Double Your Response.

Members were given an in-depth tour behind the wizard’s curtain, and this information was simply a goldmine.

I couldn’t of course do any better for you than what’s already contained in this masterful monthly content we were given.

But I don’t need to … because this is one incredible resource that Clayton ended up publishing for FREE for everyone! You didn’t have to be a paid member to get your hands on this gold!

This is a headline “fast track to success”.

It goes through the formulas for effective, attention-getting headlines. While I’ve covered some of these already in our copy tips, here’s the “whole enchilada” for you. A year after Clayton made it a gift, I’m making it your gift as an early New Year’s present.

Go and get it now: http://www.makepeacetotalpackage.com/clayton-makepeace/cheers.html

Once you’ve devoured your gift, you’ll agree with me this is incredibly powerful content.

Even just pages 56, 57 and 59 are top value on their own, without the rest of the gems contained in the webinar.

Now you know one of MY secrets to success — one of the valuable resources I turn to when creating successful client projects. (It’s one of about 14 masterful headline resources I refer to, and it rates right at the top).

Before I go, one final word about my Christmas gift from last week.

One thing about being on Clayton’s site …

When you’re on Clayton’s mailing list and you get the Makepeace Total Package articles and emails, from time-to-time of course you’ll get emails from Clayton (or Wendy) that are about selling you something.

If this upsets you, turn off the computer now. Stop being in business. Hide in the corner. Put your head in the sand.

You should, of course, celebrate this fact.

Because if you observe the emails you receive, you’ll realise you’re getting a world-class education for FREE.

Watch the timing of the emails. The personalisation. The subject lines. The amount of copy. The offer. The risk-reversal guarantee. The credibility and believability factors to help remove obstacles to buying. How many emails. The website.

(Sign up for things like pre-launch notification — with a DIFFERENT email address. That way, you’ll see the emails sent to those who don’t sign up and ALSO to those who have signed up).

Keep, treasure, print out and swipe these emails for yourself!

Don’t “steal” them — instead, borrow and adapt the ideas.

Best of all, USE them.

If you’re gonna hit the unsubscribe button when this happens, then you’re throwing away an amazing and free education. I don’t recommend this course of action!

Keep your eyes open to looking for what works, and how you can adapt it yourself.

Perhaps your New Year’s Business Resolution could be to borrow and adapt an idea a week. That’s 52 new ideas you’ll implement in 2009 … get half of them right, and your business will look impressively different from what it is today.

That’s it for today … see you next time for my next copy tip!

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