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Using a Pre-Headline and Using a Story

Written by: Charles Godbout

Article Overview: The pre-head is a small statement before the headline that qualifies the readers a bit more. Often they read it after they read the headline. Use it to tell who this letter is for and who it's not for. Tell something that you've gone through to put people in the frame of mind before they start reading the letter. If the headline doesn't quite draw them in, people tend to start reading from the very beginning, and that's where the pre-head comes in. You could say: Please Read Carefully: This Opportunity is Only Being Offered to the Next 134 People." You could also ask a question. In short, you can do anything you think will compliment your headline and push people into reading the rest of your letter.

Using a Pre-Headline and Using a Story

The pre-head is a small statement before the headline that qualifies the readers a bit more. Often they read it after they read the headline. Use it to tell who this letter is for and who it's not for. Tell something that you've gone through to put people in the frame of mind before they start reading the letter. If the headline doesn't quite draw them in, people tend to start reading from the very beginning, and that's where the pre-head comes in. You could say: Please Read Carefully: This Opportunity is Only Being Offered to the Next 134 People." You could also ask a question. In short, you can do anything you think will compliment your headline and push people into reading the rest of your letter.

Using a Story. You can either tell one good story, or tell several little stories in order to keep the customer's interest.

The Zigerinig Effect: People are uneasy when a task has not been completed. People remember unfinished tasks more than they do finished tasks. So when you create a story, you want to keep them hanging until the very end. You can use this to get people to buy your product, or you can use it to get them to read your entire sales letter. Start with an idea. You can start with a tangent that's relevant to your sales pitch, or you can say, "I'm going to tell you about this a little bit later, but first, I need to tell you something more important." They do this on the news: peak your curiosity with a headline, and then make you wait till the end of the broadcast for that story. This opens the loop. When you peak their curiosity with something, you open the loop, and when you finally answer their question, you close it. Once you open the loop, you can start sprinkling pieces of info that educate them about your product. You can make one big loop in your letter, or you can use several small ones nested inside a large one. This is called the nested Loop strategy. Make sure that when you close a loop, you're either at the end of your letter, or you open a new loop right after that, otherwise people will lose interest.

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Article Tags: br, broadcast, compliment, curiosity, frame of mind, little bit, sales pitch, tangent, unfinished tasks
Referred by: http://jaykubassek.com



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