Lesson 3: How to channel your customer's desire into your product
There is a huge gap between your customer and your product.
In order for the customer to cross this gap, you need to build a bridge that creates a connection between the customer and your product.
This bridge is your advertising copy.
But how do you get your customer to even cross this bridge?
With your headline.
Here is a crash course from Eugene Schwartz from his Breakthrough Advertising:
1
If the customer knows your product,
and knows that it can fulfill its wishes, started your headline with your product.
Example: "With the new iPhone you can now record 4K videos and save yourself the cost of a 3000 Euro camera."
2
If the customer does not know your product,
but has a specific desire, then you start your headline with that desire.
Example: "How to record kazakhstan telegram screening 4K videos with a smartphone"
3
If the customer does not know what he wants,
but deals with a fundamental problem, the focus of your headline is on that problem.
Example: "How to make vacation videos so sharp your friends will think you had a professional photographer with you."
You notice:
Headline templates are good ( here are 51 templates for you ).
But they only work if you know your customer and where he or she is at the moment.
The headline has to fit the desire like an ass fits a toilet seat.
Only then will your customer dare to cross your “bridge” and read the rest of the advertising text.
"Your headline has only one job - to stop your prospect and compel him to read the second sentence of your ad."
–Eugene Schwartz in Breakthrough Advertising
Now you are probably asking yourself:
How do I find out what my customer thinks?
For this purpose, Eugene Schwartz developed his own system consisting of 5 phases in his book Breakthrough Advertising.