A 3-Step Framework For Soaking In The Secret Psychology Used By Million Dollar Copywriters
Today I read an incredible “EduAd” from legendary copywriter Joseph Sugarman.
The ad is designed to sell a service for his agency. It reads like an article and it’s beautifully done. If you don’t know who Joe is, he wrote the AdWeek Copywriting Handbook. He is one of the most successful direct-response copywriters ever. His ad is proof.
The ad?
100 Good Advertising Headlines…And Why They Were So Profitable.
The ad delivers on its promise.
And herein lies the lesson. With this simple framework that I’m about to share with you, you will be able to look at any headline and immediately know what the writer was thinking (or not). You will know if it’s a good a headline or a bad headline. Which means you can discern what’s worth putting in your precious swipe file to reap the rewards from later.
The framework is a simple sentence.
It reads like this:
This headline promises {reward} for {who} and it’s attractive because {reason}.
If you can complete the sentence with a reward, an audience, and a reason, you’ve got a good working headline on your hands.
Let break down how this works.
How To Study A Headline
We are going to do this in 3 steps.
Step 1: Read the headline.
Any headline.
It doesn’t matter what headline it is. Hit “I’m feeling lucky” on Google and see what comes up. Or use the headline from this piece! Read it slowly 3 times out loud. (If you are in the coffee shop, you can whisper it under your breath.)
Step 2: Test the headline.
Again read out loud. But this time use the framework sentence: “This headline promises {reward} for {who} and it’s attractive because {reason}.” And insert the variables.
For example:
This headline promises a quick way to gain “well being” for writer’s and it’s attractive because top copywriter’s follow it.
Now, you might be wondering what gain “well being” means. Why didn’t I just write “a framework studying headlines?” Because there are deeper psychological principles to be learned here.
Which takes us to the next step.
Step 3: Unpack the psychology.
In Joe’s Ad he teaches us that every reward in a headline does 1 of 2 things.
- Promises a positive result
- Promises to avoid a negative result
For example:
The positive rewards are: Save, Gain, or Accomplish
And the negative rewards: Avoid, Reduce, or Eliminate
So you are either increasing the mental, physical, social, emotional, spiritual, security, well-being or satisfaction of the reader. OR you are decreasing the risk, worry, loss, mistakes, embarrassment, drudgery, or other undesirable condition.
Do you see the difference between, you are promising a framework and promising improved well-being? It’s a deeper insight into what you are really doing for the reader, which ultimately is why they choose to read.
Bonus Step: Make it specific and E.L.F.
The last step is to look for 2 more things:
Specificity and E.L.F.
To achieve specificity, use concrete details like numbers, days, hours, dollars, and various ways or types. This helps the reader grasp the precise nature of what you’re offering.
Additionally, make sure to convey that your offer is E.L.F — easy to understand or implement, quick to deliver results, inexpensive, and enjoyable. This aspect appeals to the reader’s desire for convenience and pleasure.
By combining these elements of specificity and E.L.F, you can craft a compelling and effective headline.
