Direct Response Copywriter On Why Curiosity Is So Powerful In Copy
/People are generally curious, especially when it comes to a subject they’re interested in. A direct response copywriter should definitely be curious about everything. My curiosity is off the charts when it comes to the products and services I’m writing about. My first goal, when I start researching something new, is to find out the #1 benefit that motivates people to buy.
I want to get as much curiosity into my copy as I can, depending on what I’m selling. There needs to be a ton of curiosity in the copy when I’m selling an information/training product.
The headline formula I use is The John Caples headline formula. Interest = Curiosity + Benefit. The “How To” headline fits the formula.
If your headlines aren’t following The John Caples headline formula, then it’s highly likely the content and content isn’t being read.
What else can follow The John Caples headline formula?
- Email subject lines.
- Subheads.
- Pull quotes.
- Captions for photos and graphics.
Fascination bullets are all about curiosity and they also follow The John Caples headline formula. Bottom Line, a publishing company that used to be called Boardroom, used fascination bullets in its magalogs selling books and newsletters. In fact, those promotions are pretty much just one big exercise in fascination bullets.
- What never to eat on a plane.
- The right way and the wrong way to fight high blood pressure.
- Straight talk about the future of IPOs.
I have about 20 fascination bullet templates. Curiosity is a powerful weapon in direct response copy and I like to use curiosity as much as I can. Check your copy to see how much curiosity you're using.
