Copywriting secrets of the masters michael masterson - why this headline works


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Copywriting secrets of the masters michael masterson - why this headline works

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Copywriting secrets of the masters michael masterson - why this headline works

  1. 1. Copywriting Secrets of the Masters: Michael MastersonThis special report is brought to you free courtesy of
  2. 2. "For more great free information on how to take your copywriting career to the next level please visit www.ProCopyWritingTactics.comand dont forget to collect your free Pro Copywriting Tactics Reports while youre there." Why This Headline WorksOne of the oldest ideas about headlines is that they should be short – fewerthan eight words. So lets take a look at some of the super-successful direct-mail promotions published in AWAIs "Hall of Fame" to see how this theoryholds up: Trout Spoken Here. (Also Bass. Salmon. And Bonefish.) What Never To Eat On An Airplane Profit With The Insiders Without Breaking A Law Read This Or Go Broke! Burn Disease Out Of Your Body A Rare Opportunity To Turn $5,000 Into $3.52 Million Tax Saving Information Most IRS Agents Dont Have Fearless Conversation! The Lazy Mans Way To Riches Endangered Antidotes 11 Medical Breakthroughs That Will Rock The World The Plague Of The Black DebtWhen its all said and done, 26 headlines in the "Hall of Fame" contain nomore than eight words.
  3. 3. And if you stroll through Carl Gallettis "2001 Greatest Headlines EverWritten," youll find that about 60% of the headlines contain eight words orless.Most tellingly for me, however, is this: Of all the direct-response promotionsthat have worked well for my clients, the lions share had short headlines: Fed Up? Unlock Wall Streets Secret Logic! The Coming Oil War! Not Just For Millionaires Any More The Greatest Opportunity Of Our TimesSo what can we conclude from all this? How about this: Although there areplenty of exceptions, it seems clear that when it comes to headlines brevityis a virtue.Whats so good about brevity? Lets start with the obvious. Short headlinesare easy to scan. A headline of five or six words, printed boldly on top of aletter or across an envelope, cannot be missed. Its power to attract the eyeis almost 100%.Contrast that to a headline that is almost a paragraph long. It may very well"work," but only after a significant number of prospects have dumped it inthe trash basket because they (a) recognized it as advertising and (b) madean instant decision that they didnt have 15 or 20 seconds to read it. Thatnever happens to a short headline.However, getting your headline read doesnt guarantee success. Unless yourheadline says something that links with your promotions Big Idea, iscompelling, and implies a benefit, it will end up in the same trash basket –just a second or so later.Great headlines – breakthrough headlines – are "tipping-point" phenomena.They encapsulate the cutting-edge thoughts, feelings, and beliefs that agiven group of people feel about a specific thing.
  4. 4. When, for example, Lee Euler wrote his blockbuster headline for StrategicInvestment, "The Plague Of The Black Debt," he correctly identified whatwas, at the time, a major investment anxiety. The black-plague metaphorwas just the thing, it turned out, to quickly summarize a complex andpowerful fear about U.S. debt and the financial markets.The importance of limiting the length of your main headline doesnt meanyou have to scrap longer copy as part of your headline.If your main headline grabs your prospects attention in 5 to 8 words, youcan build on your prospects interest and curiosity with strong, compellingdeck copy – copy that comes between the main headline and "Dear Friend."To be successful, deck copy needs to be as powerful and compelling as anyheadline component. If it doesnt build on the excitement of the mainheadline, you have condemned the promotion.Learn all the secrets of writing breakthrough packages with the AWAIAccelerated Program for Six-Figure Copywriting This article was originally published as part of The Golden ThreadMICHAEL MASTERSON – There is no one more qualified and experiencedthan copywriter, entrepreneur, and business-builder Michael Masterson toteach you the art, craft, and business of copywriting.Michael started his first business – a fifth-grade publishing venture – at age11.After finishing grad school at the University of Michigan in 1975, he spenttwo years in the Peace Corps, where he began his writing career.Several years later he was working as a writer for a small newsletterpublishing company in Washington D.C. Then, in 1982, he learned the art ofcopywriting and launched the first of dozens of successful direct-marketingventures, many of which have become multi-million dollar companies.
  5. 5. All told, he’s been directly involved in the generation of over ONE BILLIONDOLLARS of sales through the mail and online.He’s also a highly successful author. He’s published more than a dozenbooks, including several which have become Wall Street Journal, or New York Times bestsellers.Today, Michael consults mainly for newsletter publishing giant Agora, Inc.,and writes regularly for Early To Rise, one of the most popular self-improvement newsletters on the Internet, and for The Golden Thread,AWAI’s weekly copywriting newsletter.But there’s more to Michael Masterson than just his writing and businessskills.Michael also has a knack for taking just about anyone with a burning desireto upgrade his lifestyle – no matter what his background or education – andtransforming him (or her) into a top-notch copywriter:  He’s the one responsible for transforming Paul Hollingshead from a 35- year-old minimum-wage grocery store stock boy into a copywriter earning upward of $300,000 a year … and Don Mahoney from a woodworker to a $300,000-a-year copywriter living in Miami Beach …  He’s mentored other copywriters who have gone on to generate hundreds of millions of dollars in sales each year through their copy …  He’s shown people in their 50s and 60s – people preparing for retirement – how to successfully change careers and become well-paid freelance copywriters …  He’s taken young people fresh out of college – with no “life experience” at all – and turned them into top-notch copywriters and newsletter journalists …  He’s taught housewives, bartenders, and laborers to excel …  He’s even helped “professionals” – doctors and college professors – leave successful careers to enjoy the big money and stress-free lifestyle copywriting offers Discover how Michael can do the same for you with his AWAI Accelerated Program For Six Figure Copywriting. Michael Masterson
  6. 6. "For more great free information on how to take your copywriting career to the next level please visit www.ProCopyWritingTactics.comand dont forget to collect your free Pro Copywriting Tactics Reports