Selling of any product or service begins with the title of the copy. There isn’t a marketing tool that doesn’t need a good title. Today I’ll show you a study of title variations made using various copywriting formulas. I currently have a collection of 13 of these formulas and have begun to study the differences following my plan to upgrade myself on the path to the position of a professional copywriter. My collection I’ll present in one of the next posts.
Some examples of the differences in the headlines for the marketing campaigns. We imagine selling a big plush bear to a family and to a shop owner.
My personal view (reflected in the headlines) is that we require more positivity in our lives. Many polls confirm that people are tired of the “problem enhancing”. So, I’m a fan of positivity, not “fear, more fear, solution” formulas.
You can add your headlines or opinions in the comments. It could be interesting to see your vision of the situation.
“Experience the Magic: Meet our Enormous Plush Bear, the Perfect Companion for Joyful Moments”
“Experience the Magic” and “Enormous Plush Bear.” It generates interest and desire by highlighting the bear as the “perfect” companion for “joyful” moments. The header also implies a problem-solving approach by presenting the bear as a solution to the need for a comforting and delightful companion. Overall, it aims to attract customers and create a desire to explore the product further.
Here’s the revised header:
“Experience the Magic: Our Enormous Plush Bear—The Perfect Companion for Joyful Moments”
This revised header maintains the attention-grabbing element of “Experience the Magic” and emphasizes the key selling point of the enormous plush bear as the “perfect companion for” joyful moments. By positioning the plush bear as a solution to the customer’s need for companionship and happiness, this header aims to capture attention, generate interest and desire, and ultimately prompt action.
Selling to a B2B client:
Selling to a B2B client presents certain problems for the copywriter. We are not talking about a person who wants to spend a little for his own pleasure, but one who has to take a serious sum out of his pocket because he has to buy many pieces. This is also a risk because it is not known if he will be able to sell this object (or if this service could be worth the investment).
“Boost Your Business Success with Our High-Quality Plush Bears”
This revised header emphasizes how our product can help a business succeed. It positions the plush bears as high-quality, which can appeal to businesses that want to offer their customers a premium experience. This header also implies that the plush bears can be used as a promotional item or gift, which can be an effective marketing strategy for businesses. Overall, the header aims to capture the attention of businesses and communicate how our product can contribute to their success.
An alternative header for a B2B client that does not use the word “boost”:
“Enhance Your Business Success with Our High-Quality Plush Bears”
This header uses the word “enhance” instead of “boost” while still emphasizing how our product can help a business succeed. It also positions the plush bears as high-quality, which can appeal to businesses that want to offer their customers a premium experience. This header also implies that the plush bears can be used as a promotional item or gift, which can be an effective marketing strategy for businesses. Overall, the header aims to capture the attention of businesses and communicate how our product can contribute to their success.
“Draw Customers from Across the City to Your Children’s Clothing Shop with Our Irresistible Plush Bear”
This header targets the shop owner and highlights the potential of the plush bear to attract customers to their children’s clothing shop. The use of “Draw Customers from Across the City” implies that offering this bear will create a buzz and entice people to visit the shop. Describing the bear as irresistible emphasizes the product’s appeal and its potential to drive foot traffic. The header aims to capture the shop owner’s attention, generate interest in the bear as a valuable addition to their shop, and prompt action to stock and promote it.
Problem: “Struggling to Attract Customers to Your Children’s Clothing Shop?”
Agitation: “Missing out on Potential Sales and Foot Traffic?”
Solution: “Introducing Our Enormous Plush Bear: The Ultimate Shopper Magnet!”
This header follows the PAS (Problem-Agitation-Solution) formula. It first addresses the problem faced by the shop owner, which is the struggle to attract customers to their children’s clothing shop. Then, it agitates the issue by highlighting the potential loss of sales and foot traffic. Finally, it presents the solution, which is the introduction of the enormous plush bear as the ultimate shopper magnet. This header aims to capture the shop owner’s attention, evoke a sense of urgency, and offer a clear solution to their concern.
Other examples of headers using the FAB and AIDAS formulas:
FAB (Features-Advantages-Benefits):
“Introducing Our Enormous Plush Bear: The Perfect Addition to Your Children’s Clothing Shop”
— Feature: Enormous plush bear
— Advantage: Draws attention and creates a memorable experience
— Benefit: Increases foot traffic and sales for your shop
This header highlights the features, advantages, and benefits of the plush bear. It positions the bear as the perfect addition to the shop, emphasizing how it draws attention and creates a memorable experience. By highlighting the benefits of the bear, such as increasing foot traffic and sales, it aims to appeal to the shop owner’s desire to grow their business.
AIDAS (Attention-Interest-Desire-Action-Satisfaction):
“Capture Your Customers’ Attention with Our Enormous Plush Bear and Increase Your Shop’s Sales Today!”
— Attention: Capture your customers’ attention
— Interest: With our enormous plush bear
— Desire: Increase your shop’s sales today!
— Action: Stock and promote the plush bear in your shop
— Satisfaction: Your customers will love the bear, and your sales will increase
This header follows the AIDAS formula, starting with capturing the shop owner’s attention and ending with satisfaction. It emphasizes the potential of the plush bear to increase the shop’s sales and prompts action to stock and promote it. The header aims to appeal to the shop owner’s desire for increased sales and customer satisfaction.
