“What’s in it for me?”
The most succinct copywriting tip we’ve heard in a long time came from Fred Gleeck at a product development seminar. Fred cited this maxim in a discussion of how to title your book. But the adage is just as valid whether you’re writing a headline for an advertisement or a press release, or a pithy subject line for a convincing email message, or a list of product benefits.
We all know that people sort for self-interest. Everyone’s favorite radio station is WII-FM. That’s short for “What’s in it for me?”
So here’s Fred’s formula for writing a compelling book title that appeals to the customer’s self-interest: Combine your customer’s greatest need with your product’s greatest benefit.
[text_ad]
Some examples:
Manual: “Low Cost Website Promotion” (Need: website promotion; benefit: low-cost ways to do it)
Report: “Guide to Profitable Marketing Results” (Need: marketing results; benefit: how to get them)
Workbook: “How to Get $1 Million Worth of Publicity Free” (Need: free publicity; benefit: how to get $1,000,000 worth)
Book: “301 Direct Mail Tips, Techniques and Secrets – an Insider’s Guide to Direct Mail Marketing” (Need: direct mail how-to info; benefit: insider’s secrets)
CD-ROM: “Building & Managing Profitable Subscription Websites“ (Need: specific how-to info; benefit: profits)
You get the idea. Now make up your own list of headlines/benefits for your product or service.
