Direct Response Copywriting Secrets – Effective Headlines That Sell

One of the most important aspects of effective direct response copywriting, is creating your headline. Over the last ten years, I’ve read literally hundreds of books, always looking for new appeals I can use in my headlines. Old books, new books, marketing books, fiction books – I even read books about books, oddly enough.

Back in 1957, John Caples wrote a book called Making Ads Pay. This book, although not as popular as his “Tested Advertising Methods,” is an excellent read nonetheless, although it might be harder to find.

Anyway, Caples mentions a headline that’s absolutely incredible, and today I’m going to go over it with you, along with some of the body copy for the ad. The headline says,

“Give Me 5 Days And I’ll Give You A Magnetic Personality. Let Me Prove It – FREE!”

This headline was selling a course called “Instantaneous Personal Magnetism,” in the mid 1920′s. Let’s deconstruct this headline and see why it’s so powerful.

First of all, it’s an emotionally powerful headline, pushing a number of buy-buttons of the reader. Curiosity, Vanity, Envy, Excitement – all cleverly woven in here.

“Give Me 5 Days.” Defining your time frame is a great way of enhancing your basic promise. The average Joe marketer would say something like “Let me give you a magnetic personality.” A superstar, however, knows the way to enhance your message is to put a deadline on it, and the shorter the better.

“I’ll Give You A Magnetic Personality.” This provokes extreme curiosity. What exactly is a “magnetic personality?” It sounds great – who wouldn’t want one? Plus, you are giving it to me, so this means I don’t have to do any work, right?

“Let me prove it.” This answers the objection of almost any sale, but especially a sale where what you’re selling in the first place isn’t necessarily well-known or well-defined. This also makes your prospect lower their guard and be less defensive, which is critical to making any kind of a sale. It shows your willingness to earn their business, and their trust, and that builds credibility instantly, especially in today’s crazy world. (Which was obviously crazy back in the 1920′s as well, funny enough.)

And then of course, “Free” means exactly what you think – no risk.

This formula, “Give Me __ And I’ll Give You ___. Let me prove it to you…” is one you can use in almost any business out there, or at least you can use a modified version of it.

So for instance, “Give me 90 days and I’ll show you how to find the love of your life. Let me prove it to you… Free”

Or… “Give me 7 days and I’ll show you how to make a small fortune buying and selling stocks, with NO risk to your initial capital investment. Let me prove this to you – free.”

When it comes to effective direct response copywriting, elements of proof and minimizing risk are an almost guaranteed way of capturing your prospects attention, as long as you’re focusing them around the right offer.

Is Multi Level Marketing (MLM) A Legitimate Business Opportunity Or Not?

I will preface the following by stating that I am not an MLM’er but many of my colleagues are, and in the current climate of financial uncertainty it is an option many are looking at.

I have tried to give a simple unbiased opinion of the pro’s and cons of the industry so that you can draw your own conclusions.

Is MLM legitimate?

The recent global recession has not coincidentally corresponded to resurgence in some previously uncool forms of marketing, such as Multi-Level Marketing, Party Plan and Home Based Internet Marketing. Companies such as Amway, Tupperware, Mary Kay Cosmetics and such like are having significant successes in their recent recruitment drives.

Multi-Level Marketing has a stigma attached to it for decades, with polarizing attitudes that have contributed to family tensions and damaged friendships. Some people would be more supportive if you announced that you had joined a new age cult. The legitimacy or otherwise of these direct selling organizations is an issue of both legal and moral standing.

What exactly is Multi-Level Marketing? (MLM)

It is a marketing strategy to sell goods or services through a network of independent distributors.
Income is derived from the sales derived from the network of personally recruited members, usually as a result of personal sales and over-rides on the teams’ volume.

Legal Legitimacy.

Countries have individual laws that define the legality of sales and marketing techniques. There is a Grey area that many companies need to navigate which is regarding the issue of definition.

The biggest compliance issue is that concerning pyramid selling, which is usually considered illegal. Most contemporary MLM companies are able to comply and adhere to local legislation, but often walk a fine line, as interpretations can vary.

Moral Legitimacy.

Prior to the Internet, recruitment was conducted with an almost evangelical zeal, with many organizations using huge motivational rallies and sales techniques that were frowned upon by many non-believers.

Some criticism and stigma has come from the perception that many of the bigger organizations inculcate members by indoctrination. Mass direct marketing to friends relatives and anyone with a pulse, many of whom have no interest in joining often alienates and causes relationship fractures and residual bitterness.

In recent years there has been a quite a shift in credibility and professionalism. Well-respected authors and entrepreneurs have started to endorse MLM. Robert Kiyosaki and Donald Trump are two that come to mind. Internet marketing allows members to strategically attract like-minded people into their network. Training is more streamlined and success is less dependent on the cult of charisma, and perhaps more equitable

Financial Legitimacy.

The compensation plans vary from company to company, and are a tool for soliciting new recruits. The power of compounding numbers can suggest that massive incomes can be earned simply from sponsoring a few people who do the same ad infinitum. Pick a number and double it ten times over and then imagine that number represented your network of distributors, who all sell and consume the companies’ lotions and potions. The lure of over-ride commissions for very little work can attract many naive members, who subsequently depart disillusioned, weeks, months or years later.
Conclusion.

As a vehicle to create passive income there are many benefits to investing the time, energy and money to create a solid passive income. Like most things in life however, there is rarely a free lunch, and those that succeed will be those that combine ambition with a verifiable action plan and under the umbrella of a stable and trustworthy organization.

The Differences Between Traditional MLM and Top Tier Direct Marketing

The traditional network marketing model is usually some form of multi-level marketing, or the MLM. Unfortunately, most home business opportunities based on this model require the consultant to actively market to family and friends, purchase and cold call for leads for which there is a high rejection rate, and produce small upfront and residual checks. Because of the high turnover, the residual income often shrinks considerably or even disappears. Additionally, the burden of attending constant meetings causes many to become discouraged and quit.

There is, however, a home-based business alternative which has been coined “Top Tier” Direct Sales. Because the product line is high-quality and high-dollar, it is necessary to sponsor fewer people who recognize the quality of the products and who have the money to invest.

– Top Tier home-Based business opportunities provide more upfront commissions on your sales.

Because of the high price tags on the products, a high commission is generated.

– Top Tier home-Based business opportunities provide multiple streams of residual income.

In addition to the sizeable up-front commissions, you will also get higher streams of residual income! This is the perfect combination of income possibilities, and it is possible to generate high amounts of reliable recurring income!

– Top Tier home-Based business opportunities exhibit greater retention.

How many times have you clicked on a link for an MLM-based business that was broken? When this happens often for the same business, you can see that attrition is high. Top Tier home-based business opportunities allow you to generate impressive incomes, and you will see that consultants are eager to remain plugged into the system.

– A Great home-based business opportunity will provide you with the skills and training to succeed.

These opportunities are designed to train you, and they have systems to help you get ‘up and running’ as quickly as possible. Your upline is motivated to ensure that you have the skills to produce. When you succeed, they succeed as well, and to a much greater degree than the traditional MLM model.

If you are serious about replacing your current income and even making significant amounts of money, as well as creating a lifestyle for yourself and your family that is beyond your wildest dreams, you need to consider investing in a Top Tier Home-based business.

Mimi Ward is a seasoned IT professional who made the decision to harness the power of the Internet in a business venture. After investigation of the home-based business opportunities, it became clear that a Top Tier business was the answer. Ward quickly became a very successful direct sales consultant.