You have created a great headline that you know will grab the attention of your target audience. In that headline, you”ve made a promise that tells the reader, “If you just take a moment here with me, I will explain and show you the benefits”.
If you do not fulfill the promise, you will lose your credibility, as well as your target audience.
What you will need to provide is a logical argument to support your claim. Think back, if you will, to your school days. Your grammar teacher may have taught you outlining. Don”t groan! Now you can put all of that learning to good, profitable use.
Your headline is the main idea. It should capture the essence of what you are selling, and should be designed to entice the interest of your target audience. Next, it is time to provide the supporting arguments.
By giving an enticing headline, the first promise you”ve made is that the rest of the story is just as interesting. For instance, if you say “Our product will make your teeth the whitest they”ve ever been”, you will need to support that statement, and not bore your reader to death with the chemical ingredients so that they leave you in a hurry. Now, if there is something interesting about the chemical ingredient, tell it in a lively way, and you have still kept your promise.
You may have done tests of your product, so you can provide some evidence of the truth of your claims by discussing the results. People can relate better to other people and real-life examples that they can identify with. Providing specific examples helps your potential customer to step into someone else”s shoes for a moment, without feeling any pain.
For instance, you could say, “One gentleman had drank five cups of coffee on a daily basis for twenty-two years, and his teeth showed it! After three weeks of using our XYZ product, his teeth looked white as porcelain.” Most people can picture this example, and they can think of themselves as being very similar to this man who has drank coffee every day and has stained teeth, or close to it.
Another promise that has been made is in reference to your target audience”s time. You know their time is valuable, and you have asked them to read your pitch because you have something that will benefit them. The most respectful use of that person”s time is to provide them with the straight story. They shouldn”t feel they have entered an elaborate game where they have to guess what your product is or what service you provide. Say it, and say it clearly.
Prove your respect for their time by speaking to them in an everyday language they can understand. This doesn”t mean you should talk down to them or insult them to your way of thinking, unless you don”t want them for a customer. Keep your story simple and to the point. By keeping a logical flow, you”ll keep them with you and more inclined to purchase from you. You are there to help, so walk them through the process. Ultimately, this will lead to your cash register.
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