One of the more copy-focused talks at TCCIRL was Stefan Georgii's "The 7 Things All Great Headlines Share"
Basically, he went through a bunch of classic controls and pulled out 7 characteristics that kept popping up over and over again.
Here they are:
*Call out pain point
*Promise of solution
*Simplicity (easy to accomplish)
*Credibility (handle objection)
*Time it takes to accomplish
He then broke down some controls for us and walked us through the 7 things.
I thought it was really helpful.
But here's a funny story from the afterparty:
A few copywriters I was hanging with mentioned some of the ads he used were either scammy, sexist, or "hypey".
Especially a few of the "click banky" offers he showed us seemed to hit a nerve.
One was a fat-loss tea (this one was called scammy, sexist, and hypey... so it hit for the cycle).
The other was a "turn back the clock" kind of an offer.
Now I won't chime in on this debate. There's obviously shady stuff going on in direct-response, and respecting your market is of the utmost importance (especially right now).
The only reason I bring this up is because to certain audiences, packing too many of the 7 into a headline (or a subject line) can come off as "hypey" and turn people off. In fact, I'd say that's true for most of the people on my list.
Morale of the story? Always write to your audience.
And if you're worried about hype in your copy, I talk about how to write "zero-hype headlines" in my TCCIRL product. I also break down three classic headlines with these seven characteristics to show you how they "tick". But what I think is the piece de la resistance of that section is how I show you how to use each of the 7 to easily and reliably come up with interesting and very "clickable" subject lines.
This one section alone, in my completely biased opinion, is worth far more than the $20 asking price for anyone writing their own copy or any aspiring copywriters.
With that said:
Whether you take me up on this offer is completely up to you. But if you do want it, you must buy before the deadline, which is tomorrow, March 27th at Midnight EST. At the time of sending this email, that's a mere 24 hours + change away. After that it will be too late.
If it sounds like your thing, duck and cover here: