First Official Rant…I Don’t Get It!

Filed under: Copywriting — Shaune on Wednesday, March 29, 2006

This idea of “subheads”. If you look at direct response copy you’ll see a lot of very lame subheads.

This is either directly or indirectly being taught and it is VERY damaging to the power of your copy.

We need our subheads to be powerful. Sure the headline may be the most powerful but why not use this dynamic throughout your sales letter?

Why not?

Especially today. We know that readers are skimming very quickly. Doesn’t it make sense that we should plant strong headlines throughout the copy?

I call them Body Copy Headlines.

If you go to my site at www.DynamicResponseMarketing.com you’ll see what I mean.

Body Copy Headlines NOT Lame Subheads.

Directly or Indirectly teaching this is just wrong.

5 Comments - I want to hear your opinion. Click here to leave a comment.

6

Comment by John A. Manley

March 30, 2006 @ 6:08 am

I think I’m getting near 90% “there” with this Shaune…

Yesterday’s class brought me up 10% more (from already thinking I was 90% there).

Like you’re saying here, we all know how important headlines are. The “80% of your copy’s success” is in the headline.

So why are we using only headline one per copy?
It totally illogical!
Who programmed us this way???

I think I can even use this idea for Yellow Pages ads. I ended up with a lame subhead in a recent YP ad because I was concerned about space restrictions.

But how you demonstrated to us last night with Cheri’s critique made me realize I can stil do it.

Great picture above!

When does David’s ship dock?

John

John A. Manley

A “Live” Online Look at the Day to Day Life of a Fulltime Copywriter From Starving Writer (Day One) to…?

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Pingback by “Profit Moffatt’s Play-House” » Blog Archive » My Secret Weapon = Master of Indirect Persuasion, Shaune Clarke

March 30, 2006 @ 2:38 pm

[...] Just check out his latest post about “Sub Heads”. You’ll find out why SUB-HEADS SUCK! [...]

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Comment by Cheri Nikkel

March 30, 2006 @ 3:57 pm

I know what you mean John.
I can’t wait until I can say “I’m nearly 90% there!”

But it will come.
In fact, here’s an email I just sent to Shaune:

Hi Shaune,

Great call last night.

It just dawned on me there are only 2 left.
Noooooo! I don’t want them to end!

I’m back at work on Dr. Tina.
Rearranging, tightening, deleting.
And determined to master the BCH!!

Cheri

p.s. BCH = Body Copy Headline

It’s amazing how everything we’ve worked on is all coming together at once.

I have no doubt if we follow Shaune’s advice and really get everything embedded…

There will be no stopping us!

Want to know why?

Just yesterday I found a magalog in the mail.
Big Name Company. Everyday Name.
Promoting their latest weight loss book.

Take a look at the little *gems* I found inside…

“You’ve ‘been there, done that’”
“Now there’s a smarter, easier way to slim down.”
“Yikes!”
“Here’s the bottom line”
(there were more, but why labor the point)

Is this really the competition?

Cheri

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Comment by Foby Ramlagan

March 30, 2006 @ 5:48 pm

Shaune, last nights class was such a turning point for understanding the power of Body Copy Headlines.

I was struggling with finding these in my copy but during last night’s call the “lightbulb” finally went on.

It really makes sense that we should use powerful body copy headlines sprinkled throughout the copy.

Like John said, Headlines account for 80% of they copy’s success, So why not use them throughout the copy.

This is really cutting edge copywritng. No one else teaches these techniques.

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Comment by Shaune

March 30, 2006 @ 9:29 pm

I love it when it works!

Thanks John, Cheri and Foby for your compliments.

I’m grateful that you are getting so much out of the program.

Let’s make this week really count!

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