I recently stumbled across a headline… by sheer accident, honest!… of the squeeze page for David DeAngelo’s main dating product for men, the ebook Double Your Dating. (A “squeeze page” is basically a web page designed to collect the visitor’s email address before allowing them to go any further.)
A while back I spent some time reverse engineering his entire sales process and analyzing his sales letters to show you precisely what clever and sneaky copywriting devices he was using to compel people to buy.
Well, it seems like he’s changed his squeeze page. It’s now a video, along with a clever headline which I wanted to talk about. The new headline is…
This headline does something quite clever, because when the average guy thinks about “learning how to meet and attract beautiful women”, one of the thoughts that might pop into his head might be, “I need to be tall, rich or handsome to do that!”
So the headline immediately tackles that objection head on: “… even if you aren’t tall, rich or handsome”.
This is a great technique to use whenever you’re making a bold or remarkable claim, especially in a headline. First, think about the claim you’re making… then think of the objections people might raise to that claim… and then, reverse those objections immediately.
Let’s come up with another example. You have an information product that teaches people to speak fluent French. A major objection to this might be that a potential customer doesn’t have the time to learn. So you could tackle this objection immediately in the headline by saying something like,
“Learn How To Speak French Fluently… In Just 5 Minutes A Day”
Of course, you’ll want to make sure the product or service you’re offering can do what is promised. Just remember, your potential customers will always be raising objections to what you say, so the quicker you can address them, the greater your chances they will read on.
So can you address at least one major objection in the headline? You don’t have to be tall, rich or handsome to use this technique!