Obscure copywriter schools me on headlines

A few years I go, I decided to hire a copywriter to “chief” my copy.

So I put out a request on one of the copywriting Facebook groups and got immediately bombarded with hundreds of replies.

But just one of them stood out.

A guy by the name of Dylan Drake, read my sample, did a little bit of research on my social media accounts, rewrote the headline and “the lede”, then sent back a loom video explaining everything I did wrong and how to fix it.

And you know what?

I never met this guy before in my life, but he was super happy to help and even gave me free consulting several more times after that without ever asking for anything in return.

At some point I even wanted to hire him for help but you know what?

I don’t think he wanted to be hired.

He and I both knew I was small potatoes at the time, and I probably couldn’t pay him what he normally charged to serve his clients. And so, as a side note to all the aspiring copywriters on my list, if you’re looking for clients, consider this “give before you ask” strategy as a righteous bone to chew on in the weeks and months that lie ahead.

But for everyone else who’s just here for the headline secrets…

This one’s for you.

Here’s what I did wrong:

In business, there are 3 eternal markets:

Health, wealth, and relationships.

And for this particular offer, I was trying to focus my headline on all 3 at the same time. And perhaps you’re already starting to see what the problem is with where I’m going. Because, as soon as you start talking about how your solution “SOLVES EVERYTHING” people start to tune out.

Why?

Because it’s just not believable.

All things being equal, more benefits is better, but every time you make a claim that your offer delivers a specific benefit you need also need to prove it. And at some point, no matter what you do, if you provide too many seemingly different benefits, then the effectiveness just starts to get watered down.

People start to think…

“Is this really for my specific situation if it helps all this other un-related stuff?”

Even if it IS related… remember… the burden of proof is on you.

And the bottom line is, change is scary for people. And if you start promising or revealing too much too fast, people get overwhelmed. It’s just too much work for them to come meet you where you’re at.

So instead, you’ve got to dial things back and meet them where they’re at.

Eugene Schwartz, arguably one of the greatest copywriters of all time, wrote about this extensively, that your headline can only reach out and touch your prospects at one very specific place in time. There’s a point where it’s “too late”, and your reader has already advanced beyond the point where you can help them.

And there’s also a point where it’s “too soon”, and they’re just not ready for what you have to offer yet.

So that’s the gist of getting started with good headlines.

Which, as far as I’m concerned, is the most important part of your ad.

But writing headlines can be tricky.

Which is why I put together a 5 step simple headline formula inside the Email Sales Accelerator.

Because, if your headline doesn’t sell your offer, then nothing will.

So if you want to join the Email Sales Accelerator waitlist, just click this magical link below:

https://kevinhood.me/accelerator

Best,

Kevin Hood