![\"killer](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2010\/02\/killer-headlines-copywriting-tips.jpg\" "\\"killer")
<\/a><\/p>\nWhy Swiping Headlines Can Kill Your Business<\/strong><\/p>\n Now, many copywriters will simply tell you that you can simply swipe successful headlines from other markets.\u00a0 And that\u2019s true\u2014to a degree.\u00a0 But there are a few things you need to know before you start grabbing headlines and using them in your own copy.<\/p>\n You see, not all headlines work in all markets.\u00a0 A headline that pulls tons of orders on an internet marketing product may fail miserably if you use it on a prospecting letter for a dentist.\u00a0 Why? Because those two markets have radically different motivations for taking action.<\/p>\n The Internet marketing product prospect is motivated by the desire to make money.\u00a0 More specifically, they\u2019re motivated by the desire for freedom. Freedom from their boring job.\u00a0 Freedom from their crushing debts.\u00a0 Freedom from their current life.<\/p>\n On the other hand, a prospective dental patient has very different desires.\u00a0 They want to know that getting their teeth cleaned won\u2019t hurt too much.\u00a0 They want to know if their teeth bleached so they can impress chicks with a 1,000-watt smile.\u00a0 Or maybe they have a family and want a dentist who\u2019s great with kids.<\/p>\n So a dentist\u2019s prospects\u2019 motivations may range from fear (painless dentistry), to acceptance (impressing other people), or security (knowing their kids\u2019 teeth will be well cared for).\u00a0 And underneath all of those desires is a deep need to trust the dentist.<\/p>\n As you might have guessed, a headline from an internet marketing promotion would probably fail if you tried to apply it to the dental market.\u00a0 The motivations of the prospects are too different. They\u2019re looking for different services, for different reasons, and with different underlying motivations. And that means you need to take completely different approaches to each market. Which brings us to the first step of how to craft killer headlines.<\/p>\n Killer Headline Secret #1<\/span><\/strong>\u2014Know<\/strong> Exactly <\/em>What Your Market\u2019s Deepest Needs Are<\/strong>.<\/p>\n Or, to put it another way: you must enter the conversation already taking place in your prospect\u2019s mind.<\/em> Robert Collier originally said that, and Dan Kennedy tries to pound it into people\u2019s heads at every opportunity.<\/p>\n And for good reason.\u00a0 Knowing how your prospects think is vital to writing good copy.\u00a0 That\u2019s why top copywriters will spend 100 hours (or more) researching a new market.\u00a0 And great copywriters spend a lot of time learning about the product or service they\u2019re selling.<\/p>\n Those two types of knowledge\u2014market knowledge and product knowledge\u2014are what helps you create great headlines.<\/p>\n Chances are, you already know your market intimately.\u00a0 So before you write your next headline, spend some time really thinking about this question:<\/p>\n What\u2019s your market\u2019s deepest need or desire\u2026and\u2026how can you fulfill it?<\/strong><\/p>\n <\/strong><\/p>\n You\u2019ll know you\u2019ll have the answer when you get to the simplest answers.<\/p>\n For instance, what does an internet marketing product buyer want?\u00a0 Money.<\/p>\n Ok, why do they want money?<\/p>\n Well, to some people money means \u201cfreedom\u201d.\u00a0 To other people it can mean \u201c status\u201d or \u201cacceptance\u201d.\u00a0 And to some people money can just mean you have the ability to buy cool stuff.<\/p>\n That\u2019s the level of motivation you need to dig down to. Do your prospects want \u201cstatus\u201d? Do they need \u201csafety\u201d? Or do they just want \u201cfun\u201d?<\/p>\n I can these \u201cemotional motivators\u201d. Once you know your prospects\u2019 emotional motivators, you\u2019ll be able to hit your market\u2019s deepest emotional hot buttons\u2026the ones they don\u2019t even know exist.\u00a0 And when you do that, you can create an incredible amount of motivation to buy.<\/p>\n – Paul<\/em><\/p>\n