Sell Like Crazy

HEADLINE ESSENTIAL #4: SHOW THEM WHAT’S IN IT FOR
THEM
Your HVCO should ultimately be about them and their desired outcome.
Your prospect needs (and wants) an immediate benefit and the key is to
write about them – not you.
Show them how they’ll learn simple tips that will help solve their problem.
Show them what their desired outcome looks like, and then educate them on
how to get there. That’s the payoff the reader gets in exchange for their
email address.
You must add as many specific and vivid details as possible. Let’s look at
one of the titles for a free report we looked at earlier:
‘7 Things You Must Know Before Hiring a Financial Planner’
That’s already better than most. Most people would generally go with
something very vague like:
‘7 Things to Know About Financial Planning’
How can we juice this up and make it more irresistible?
Lets add in some power words.
‘7 Alarming Things You Must Know Before Hiring A Financial Planner’
‘7 Shocking Things You Must Know Before Hiring A Financial Planner’
‘7 Horrors You Must Know Before Hiring A Financial Planner’
That’s a bit better, but what else can we do to really get these singing?
Well, one more thing we can do to take these titles to the next level is to
make them as specific and bursting with intrigue as possible.
‘7 Horrors You Must Know Before Hiring a Financial Planner (Not

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knowing these could cost you $10,000s!)’
‘7 Alarming Things You Must Know Before Hiring A Financial Planner (#3
Will Blow Your Mind!)’
That last one is strong. The intrigue has been dialled up. Let’s go with that.
FINALLY REVEALED…
7 Alarming Things You Must Know
Before Hiring A Financial Planner 
(#3 Will Blow Your Mind!)
Top financial planner reveals his secret checklist and the dirty little lies that
could cost you $10,000s and stop you from retiring 7 years early. Shocking
free report reveals all!
Now let’s take a step back and compare the original title with the one we’ve
just created:
‘7 Things to Know About Financial Planning’
vs.
‘7 Alarming Things You Must Know Before Hiring a Financial Planner (#3
Will Blow Your Mind!)’
Which sounds more compelling? More intriguing? Which would more
likely to convince you to hand over your contact details in exchange for that
info?
BORING
‘7 Things To Know About Financial Planning’
‘How to Meet Men’
‘5 Facts About Web Design’
‘Information About Getting a Divorce’

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IRRESISTIBLE
‘7 Alarming Things You Must Know Before Hiring A Financial Planner (#3
Will Blow Your Mind)’
‘Make Him Beg to Be Your Boyfriend in 6 Simple Steps’
‘22 Money Murdering Mistakes That No Web Designer Would Dare Tell
You’
‘A Top Divorce Lawyer’s Secret Checklist: 22 Tipoffs Your Husband May Be
Cheating on You’
Timeless Formulas For Your HVCO
Titles