Addressing the right customers
Posted: Wed Feb 12, 2025 4:18 am
The stranger called out something to him that Dan Kennedy couldn't ignore. Something that was even more important than the customer conversation that he didn't want to end under any circumstances - not even when a stranger was standing in his garden and had almost jumped through his glass door.
Why am I telling you this story?
It shows us how someone went from being an unwanted stranger to being a “welcome guest.”
What does this have to do with copywriting?
Copywriter Victor Schwab once said:
"You as an advertiser iran phone number list are an unwelcome guest - let's be honest - even an intruder."
But a single sentence is enough to transform a reader or viewer into a potential customer who will give you their undivided attention - no matter what they are doing.
One sentence turns you from an "intruder" into a "favorite guest."
Now you are probably asking yourself:
“What kind of magic sentence is that?”
It's the headline.
It is the most important sentence in copywriting and the only way to grab your customer's attention.
That’s why the headline only has these 2 tasks:
Give the customer a reason to read the first sentence of your copy.
And the easiest way for the headline to fulfill these two tasks is with a promise.
Is called:
You have to promise the customer a benefit so powerful in the headline that they can't ignore your ad.
Or the negative approach: You promise that something terrible will happen if he doesn't read your advertisement.
Why am I telling you this story?
It shows us how someone went from being an unwanted stranger to being a “welcome guest.”
What does this have to do with copywriting?
Copywriter Victor Schwab once said:
"You as an advertiser iran phone number list are an unwelcome guest - let's be honest - even an intruder."
But a single sentence is enough to transform a reader or viewer into a potential customer who will give you their undivided attention - no matter what they are doing.
One sentence turns you from an "intruder" into a "favorite guest."
Now you are probably asking yourself:
“What kind of magic sentence is that?”
It's the headline.
It is the most important sentence in copywriting and the only way to grab your customer's attention.
That’s why the headline only has these 2 tasks:
Give the customer a reason to read the first sentence of your copy.
And the easiest way for the headline to fulfill these two tasks is with a promise.
Is called:
You have to promise the customer a benefit so powerful in the headline that they can't ignore your ad.
Or the negative approach: You promise that something terrible will happen if he doesn't read your advertisement.