The secret of the One Word Headline

Came a question a while back: “Ben I’ve been watching your sales letters and want to know why you write so many heads line that are 1 or 2 words and thats it. Most are very long. Can you tell more?” What the hay, I’ll take a whack at the question. Here’s the story behind my 1 or 2 word headlines: I started playing around with them a few years back after studying a gaggle of space ads by an outrageous space ad copywriter you have very likely never heard of, who perfectly practiced what Gerry Spence (famous trial attorney who hasn’t lost a criminal case since 1969…) advocates when it comes to persuasion & influence: “It’s better be outrageous than join the ranks of the walking dead.” That’s the big secret to them. And it’s good advice for trial lawyering. But it’s even better advice for sales copy. But there’s a lot more going on with them than what you see on the surface, and there’s a very specific strategy & buyer psychology-application going on that must be learned before they can be properly used. Something the handful of bum marketers I’ve caught mindlessly swiping my 1 & 2 word headlines would do well to think about. But then again, if they were thinking at all they wouldn’t be mindlessly swiping. Thus the adage - you can lead a goo-roo fanboy to knowledge, but you can’t make him think… Whatever the case: I don’t use them with every ad. Just when it makes sense to. And probably I will write more about them again this year sometime in Email Players. Especially the next time I analyze a sales letter. But that’s down the line. For now? You can read more about the newsletter here: [https∶//www.EmailPlayers.com]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2021 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA