A Copywriting Exorcism for Online Marketers & Affiliates

If your copy reads like it was ghostwritten by a beige filing cabinet, you’re not just boring people – you’re bleeding conversions. Certain words and phrases are like garlic to a vampire audience… one whiff and they’re gone.

This isn’t about “grammar” or “style.” This is about survival. So here’s your Blacklist—the dead, tired, conversion-killing phrases you must banish. And because I’m not just here to roast your copy, I’ll give you spicy replacements that wake people up and make them click.

1. “Check Out Our Latest Blog Post”

Why it kills: It screams “homework.” Nobody wakes up craving to “check out” anything. It’s vague, limp, and sounds like your 2010 intern wrote it.

Say this instead:

• “The 3-minute read that’ll double your clicks.”
• “How one funnel tweak made me $1,427—full breakdown inside.”

2. “Solutions for All Your Needs”

Why it kills: This is the junk drawer of copy. It doesn’t say who you help or how. It reeks of corporate brochures left in dentist lobbies.

Say this instead:

• “Stop leaking leads. Start banking them.”
• “Turn your funnel from a colander into a firehose.”

3. “We’re Passionate About Helping Our Customers”

Why it kills: Passion is cheap. If you have to announce it, you don’t show it. Also, nobody’s buying passion—they’re buying outcomes.

Say this instead:

• “We hate watching marketers burn ad spend—so we built a fix.”
• “Here’s how we shave hours off campaigns (without the caffeine shakes).”

4. “Leverage Synergies”

Why it kills: Unless you’re trying to seduce a bored MBA, stop. This phrase makes people’s brains glaze like a Krispy Kreme.

Say this instead:

• “Team up. Double your firepower.”
• “When A meets B, your conversions explode.”

5. “Cutting-Edge”

Why it kills: If you have to tell me it’s cutting-edge, it’s already dull. Feels like a line scraped from a 1998 press release.

Say this instead:

• “Hotter than Google’s last algorithm leak.”
• “This is so fresh it still has that ‘beta smell.’”

6. “Click Here”

Why it kills: It’s the stale bread of CTAs. No curiosity, no promise, no reason why.

Say this instead:

• “Steal the template.”
• “Show me the funnel hack.”
• “Yes, I want in before midnight.”

7. “Act Now!”

Why it kills: Overused to death. It feels like a used car dealer with sweat stains and a megaphone.

Say this instead:

• “Clock’s ticking—your bonus disappears in 17 minutes.”
• “Your competition’s already loading this page. Beat them.”

8. “Industry-Leading”

Why it kills: Meaningless fluff. Who crowned you leader? Your mom?

Say this instead:

• “Used by 7,432 affiliates who actually cash checks.”
• “The toolkit behind $18M in annual revenue.”

9. “Innovative”

Why it kills: It’s the word companies use when they can’t prove results. It’s filler, not persuasion.

Say this instead:

• “So simple it feels like cheating.”
• “Turns your dusty funnel into a money printer.”

10. “Best in Class”

Why it kills: Translation: “We couldn’t think of anything interesting.” Nobody types “best in class” into Google.

Say this instead:

• “This beats every other [tool/course/software] we tested.”
• “The unfair advantage your competition hopes you don’t find.”

11. “Unprecedented Times” (bonus round)

Why it kills: Stop trauma-bonding with your customers. They came for solutions, not a TED Talk about 2020.

Say this instead:

• “The only certainty: your audience still buys.”
• “Chaos? Perfect. Here’s how to profit from it.”

The Exorcism

Boring words don’t just sit there—they push people away. They make your brand sound generic, lazy and forgettable. And in Black Friday / Cyber Monday season or any campaign, forgettable = broke.

So here’s your challenge: Audit your copy like you audit your funnels. Every time you see a dead phrase, cut it, bury it, and replace it with something alive—something with teeth, humor, or proof.

Your words are your weapons. Don’t bring a foam sword to a gunfight.

There’s a reason you’re sleep-deprived, emotionally invested in a fictional stranger’s love triangle, and incapable of stopping: Your brain hates unfinished business.

Psychologists call it the Zeigarnik Effect—and it might be the most powerful (and underused) psychological tool in your marketing toolkit.

But here’s the twist: One tiny change to your content strategy can trigger this same unstoppable curiosity in your audience.

We’ll get to that trick—but first, let’s unravel why this works so well.

What Is the Zeigarnik Effect (And Why Should You Care)?

The Zeigarnik Effect is your brain’s annoying little compulsion to focus on what’s incomplete.

You don’t remember everything you accomplished today—you remember the one thing you forgot.

You don’t obsess over the 20 items you picked up from the store—you fixate on the peanut butter you left behind.

That little loop in your brain stays open… until it’s resolved.

And here’s the marketing gold: when you intentionally leave loops open, your audience can’t help but lean in.

Think about:

• Netflix cliffhangers – One jaw-dropping twist, and now it’s 3 seasons later.
• Page-turning thrillers – Each chapter ends with “…but what happened next?”
• Social media threads – The dreaded “(1/?)” means you’re about to fall into a 27-tweet wormhole.

People desperately want closure. You? You’re about to become their favorite unresolved story.

How to Use the Zeigarnik Effect in Your Marketing (Without Being Infuriating)

1. Start With a Burning, Unanswered Question

Mystery = momentum. Leave something unsaid, and your audience has to keep going.

Boring headline: “How to Grow on Instagram”

Zeigarnik headline: “I Doubled My Instagram Followers in 30 Days—But Not for the Reason You Think…”

Now curiosity takes over. They need to know what the reason was.

Same goes for subject lines:

Instead of: “How to Lose Weight Fast”

Try: I Lost 10 lbs by Adding Something to Breakfast—Not Cutting It

Or: I Was Stuck—Until This Stupid Little Breakfast Habit Kickstarted My Weight Loss

Now they’re hooked.

2. Use Cliffhangers Shamelessly

Want people to binge your content like they binge TV shows?

End every piece with a reason to come back.

• Blog post teaser:
  “Next week, I’ll reveal the mistake that cost me $10,000—and how to avoid it.”
• TikTok series:
  “…and that’s how I found out my landlord was hiding something. Part 2’s coming.”
• Email series:
  “Tomorrow, I’ll show you the exact 3-line email that landed me a $5,000 client.”

You don’t need to wrap every story with a bow. Leave some threads dangling.

3. Tease Your Offer—Don’t Dump It All at Once

You don’t want to be that person who explains the movie ending halfway through. Give just enough value, then hold something back.

Example: “Here are 3 easy breakfast swaps to lose weight. But the one thing that made the biggest difference? It’s in my free guide—grab it here.”

You’re not hiding the good stuff—you’re building curiosity-fueled action.

4. Break the Boring Copy Pattern

Most sales copy is predictable—and predictability is a momentum killer.

Meh: “My course will help you get more clients.”

Much better: “Most freelancers think getting more clients is about marketing harder. It’s not. In fact, the real problem is the one thing almost no one talks about…”

See the difference? Curiosity activated. Brain loop open.

In email: “I’ll share the strategy that tripled my conversions—but you’ll only get it in tomorrow’s email.”

Congratulations—you just earned a higher open rate.

5. Start Mid-Sentence (Seriously)

TV shows do it. YouTubers do it. And it works because the viewer/listener/reader feels like they’ve missed something… and wants in.

Instead of: “In this video, I’m going to show you how to boost Etsy sales…”

Try: “It took 6 months to make my first $1,000 on Etsy—because I was doing one thing completely wrong.”

Now they’re already halfway through a story. They can’t stop.

But Wait… What’s the Trick?

Remember that one tiny change I said could make your content addictive?

Here it is: Intentionally leave something unresolved.

Use curiosity as a tool. Whether it’s a cliffhanger, a teased benefit, a story split in two, or a hint at something just out of reach—don’t give them everything at once.

Your audience will come back. Not because of some algorithm. Not because you posted at the right time.

But because their brain won’t let them walk away.

Now… imagine what would happen if you layered this with urgency, scarcity, or emotional storytelling?

Let’s just say, your next piece of content might not go viral—

But it will keep them coming back for more.

And that, my friend, is how you binge-worthy your brand.

15 Wickedly Smart Ways to Use the Zeigarnik Effect to Keep Your Audience Hooked

Want people glued to your content, opening every email, and obsessively refreshing for your next post?

Harness the Zeigarnik Effect—the psychological itch caused by unfinished business.

Here’s how to turn that itch into clicks, conversions, and loyal fans.

1. End on a Cliffhanger, Not a Period

Don’t wrap up your story—cut it off at the “what happens next?”

Example: “And that one mistake? It cost me $15K… but I’ll explain in tomorrow’s email.”

2. Break It Into a Series (Then Tease What’s Coming)

Instead of one big info dump, drip it out.

Subject line idea: “Part 1 of 3: The Mistake That Almost Killed My Launch”

3. Turn Long Videos Into Addictive Episodes

Binge-watching isn’t just for Netflix. Slice your how-to video into 3 juicy parts—each ending with a “don’t miss the next one.”

4. Show Off What’s “In Progress”

Label content as early access, beta, or unfinished. It makes people curious, involved, and primed to stick around for the rest.

5. Let Learners See What They Haven’t Done Yet

In your course platform, show locked modules. That “incomplete” status gnaws at people until they finish what they started.

6. Give Partial Checklists (Then Watch the Magic Happen)

Show users a to-do list that’s 40% done. That visual tension? It pushes them to complete it—fast.

7. Trigger “Hey, You Forgot Something” Emails

Abandoned cart? Send a friendly nudge. Include a pic of what’s still waiting and a subject line like: “Still thinking it over?”

8. Lock the Good Stuff Behind a Gate

Give a taste of something great—then say: “Want the rest? Pop in your email to unlock it.”

Tease. Gate. Convert.

9. Pre-Sell Instead of Preach

Drop the “buy now” button. Say: “This is coming soon. Get on the list to be first.”

People remember what they almost got—and it drives them to act.

10. Mirror Their Unfinished Goals on Landing Pages

Use language that pokes at what they haven’t achieved yet.

Example: “Still haven’t launched your course? Let’s fix that.”

11. Split Social Content—and Force the Follow

Drop “Tips 1–4” in your post, then say: “Want the rest? Check the blog (or email list).”

They will chase the closure.

12. Drip Content Over Time

In memberships, unlock one lesson at a time. Drip-fed content creates anticipation—and keeps people paying.

13. Give Away Only Step 1

Your lead magnet should solve part of the problem—then pitch the full solution.

Start the journey. Make them crave the finish.

14. Gamify Their Progress

Badges, levels, milestones—let users see how far they’ve come and what they haven’t done yet. It’s digital FOMO meets dopamine rush.

15. End with a Question, Not a Mic Drop

Instead of neatly concluding your content, end with something like:
“So what would YOU do next?”

Unresolved = unforgettable.

Bonus Tip #16: Progress Bars Are Pure Brain Candy

Progress indicators tap directly into the Zeigarnik Effect.
Use them in:

• Courses
• Checklists
• Quizzes
• Onboarding emails

People hate stopping at 80%. Use that to your advantage.

Bonus Tip #17: Sell the Final Puzzle Piece

On your sales page, position your offer as the thing that completes what they’ve already started.

Example: “You’ve done the hard work—now here’s the piece that makes it all click.”

Ready to Be the Cliffhanger They Can’t Quit?

You don’t need more content. You need content that creates tension.

Every open loop, every unfinished line, every teaser you drop… it burrows into your reader’s brain until they have to come back.

So don’t just publish. Haunt their thoughts.

How to Use the Zeigarnik Effect to Build a Sales Funnel They Can’t Escape

We’ve already talked about how the Zeigarnik Effect—your brain’s inability to ignore unfinished business—can turn casual browsers into obsessive readers. But now it’s time to take that power and wire it directly into your sales funnel.

Because here’s the truth: Most funnels leak money. Not because the product’s bad. Not because the traffic isn’t there.

But because there’s no psychological tension pulling people forward.

No curiosity.
No urgency.
No reason to keep going.

That ends now.

By using open loops, cliffhangers, and unresolved tension at every step, you’ll guide people from “just looking” to “take my money”—without ever feeling pushy.

And in just a moment, I’ll reveal the one funnel tweak most marketers miss (and it’s not what you think)…

Step 1: Hook Them with a Lead Magnet that Doesn’t Satisfy

Your lead magnet should not be a complete solution. It should open a loop—solve part of a problem and make the reader crave the rest.

What most marketers do wrong:

“Here’s my 10-step blueprint to grow your business!”

(Thanks, I’ll skim it and ghost you.)

What works instead:

“The strategy that got me to $10K/month—but why most people get it dead wrong.”

Boom. Now they need to know more.

Make it work:

• Use a title that raises questions, not answers them.
• Deliver legit value but leave the breakthrough unfinished.
• End with: “Now that you know this part, there’s just one final step to make it work—and I’ll show you inside [paid offer].”

Step 2: Your Welcome Sequence = Your Personal Netflix Series

Don’t send one flat welcome email and vanish. Drip your emails like cliffhanger episodes.

Boring: “Here’s your free guide. Let me know if you have questions.”

Binge-worthy: “You’ve got your guide. But before you dive in—there’s one mistake that ruins this for most people. I’ll send that tomorrow. Watch for it.”

Now they’re waiting for you. That’s power.

Make it work:

• Send a multi-part welcome series.
• End each email with a tease for the next.
• Keep them clicking. Keep them curious.

Step 3: Sales Pages That Make People Scroll Like Their Life Depends on It

If your sales page is easy to skim, it’s easy to skip. You want readers glued to every line.

How?

Inject unfinished thoughts. Create curiosity gaps. Use testimonials that almost reveal the secret.

Try headlines like:

• “The strategy worked—but only after I figured out what I was missing.”
• “Most people try this and fail. Here’s why…”

Make it work:

• Start with a bold but incomplete statement.
• Drop curiosity breadcrumbs throughout the page.
• Don’t show your full offer too early—make them work for it.

Step 4: Turn Abandoned Carts Into “I Can’t Leave This” Moments

When someone’s about to bail, you need one last hook—something they can’t ignore.

Try this on your checkout page: “You’re one click away—but if you walk now, you’ll miss the most powerful lesson I’ve ever shared.”

Or an exit pop-up: “Still thinking? Just know: Module 3 is where everything changes—and you won’t find that info anywhere else.”

Make it work:

• Use countdown timers to trigger urgency.
• Insert one last cliffhanger before they leave.
• Remind them what they don’t know yet.

Step 5: Keep the Curiosity Going After the Sale

Most funnels stop after the buy. Big mistake.

If you want people to stay engaged (and come back for more), keep the loop open.

Instead of: “Thanks for your purchase!”

Try this: “You’re in! But before you start, I need to warn you—there’s one mistake new members make that can kill their results. I’ll email you about it tomorrow.”

Make it work:

• Use onboarding emails that tease the next step.
• Introduce “bonus” content or upgrades they don’t have… yet.
• Frame their purchase as just the beginning of the journey.

Why This Works (And What Most Marketers Get Wrong)

The average funnel hopes people “feel like buying.”

Yours makes them mentally uncomfortable until they do.

Because once you open a loop—whether it’s a promise, a mystery, or an unfinished solution—your audience’s brain won’t let them walk away until they’ve closed it.

Apply this now, and watch your:

• Open rates climb
• Sales pages convert longer readers
• Cart abandonment drop
• Customer lifetime value soar

And remember that one funnel tweak I mentioned earlier?

The One Funnel Tweak Most Marketers Miss?

They treat each funnel step as a transaction instead of a story.

Here’s what that really means:

Most marketers build their funnel like this:

• Step 1: Lead magnet
• Step 2: Email
• Step 3: Sales page
• Step 4: Checkout
• Step 5: Thank you

Each step is isolated. Functional. Mechanical.

But the tweak—the magic—is to weave a narrative thread through the entire funnel so every step teases the next.

It’s not:
“Here’s a freebie.”
Then, “Here’s your email.”
Then, “Here’s a product.”

It’s:
“You just discovered part of the strategy…”
“Now here’s what most people get wrong…”
“And here’s how to fix it—but only if you’re ready for the next level…”

Each message opens a loop. Each step resolves one and creates another.

You’re not just moving people through a funnel, you’re pulling them through a story they have to finish.

And that’s what keeps them reading, clicking, and buying—without needing discounts, pressure, or pushy tactics.

How to Stay Relentlessly Driven (Using the Zeigarnik Effect)

You’ve already seen how the Zeigarnik Effect keeps audiences hooked.

Now it’s time to turn that power inward—because this same brain glitch is also the key to staying relentlessly motivated while building your business.

No more ghosting your own projects.

No more half-built funnels or dusty course outlines.

This is how you turn unfinished tasks into an unstoppable urge to keep going.

Let’s make momentum your default setting.

1. Stop in the Middle—Every Time

The easiest way to kill momentum? Finish everything neatly and then “start fresh” tomorrow.

Wrong move.

Instead, end your work sessions midstream. Leave a sentence hanging. A slide unwritten. A product listing half-filled.

Your brain will obsess over it until it’s done—and tomorrow’s restart becomes effortless.

Try this:

• Mid-sentence: “This page converts better because…”
• Mid-task: Leave your headline without a subhead.
• Mid-design: Leave a blank space labeled “image goes here.”

2. Turn Giant Goals into Incomplete Mini-Missions

“I’m building a business” is not a task. It’s a spiral.

Break it into tiny missions that feel doable—but deliberately unfinished.

Instead of:

• “Finish my email funnel.”

Try:

• “Write 3 subject lines.”
• “Sketch the outline for Email 1.”
• “Draft the first paragraph.”

Each incomplete piece becomes a mental hook that keeps tugging at you to finish the set.

3. Always Know What Comes Next

Don’t just close your laptop and walk away.

Before you log off, write down exactly what you’ll do when you return.

This creates an open loop your brain will automatically keep working on in the background—even while you’re binging tacos or scrolling TikTok.

Sticky note magic:

• “Next: write CTA section for sales page.”
• “Pick email #2 subject line tomorrow.”
• “Add testimonial block to homepage.”

Small notes, big impact.

4. Tease Yourself with What’s Next

You’re not just writing to-do lists. You’re setting traps for your future self.

Think of it like a trailer for tomorrow’s work.

“I just outlined the blog post. Next, I’ll write the intro—it starts with a wild stat I found.”

“I’ve got a killer hook for tomorrow’s Reel, just need to shoot it.”

You’ll wake up thinking about it and then you’ll want to sit back down and knock it out.

5. Open Loops in Public = Built-In Pressure

Self-motivation is great. But if your inner drive is snoozing, put the Zeigarnik Effect on loudspeaker.

Tell the world what’s coming.

Post: “I’m launching something new next week—can’t wait to show you what I’ve been building.”

Email: “Working on something BIG. I’ll reveal the first detail on Thursday.”

Now you’re not just mentally invested – you’ve got a public loop hanging open. And your brain hates letting people down.

6. Reward Progress, Not Completion

Don’t make your rewards the end. That signals “we’re done now.”

Instead, tie your rewards to the next step.

Try this: “Once I finish writing this page, I’ll grab a coffee—and plan my next promo.”

Or: “I’ll take a break after I schedule tomorrow’s tasks.”

Momentum stays alive. You stay in motion.

7. Never End on an Empty Desk

This one’s big.

Before you walk away for the night, leave something undone:

• A tab open.
• A file mid-edit.
• A sticky note saying “start with this.”

That tiny bit of tension will stay buzzing in your brain, so you hit the ground running next session—no ramp-up required.

Final Push: Start an Open Loop Right Now

Don’t just nod and close the tab. You’ll forget.

Here’s what to do instead:

1. Look at the last thing you were working on.
2. Leave it halfway done on purpose.
3. Jot down the exact next step for tomorrow.
4. Walk away—but don’t close the loop.

Let your brain do the heavy lifting while you recharge. When you come back, motivation won’t be a struggle – it’ll be automatic.

Because once your mind is hooked, the hard part’s already over.

You get the idea.

Frankly, what I’m about to reveal isn’t that clever. This hidden sales letter is actually hiding in plain sight for anyone to see, and yet most people will never realize exactly how or why this ‘hidden’ message has convinced them to buy your product.

And in fact, this simple trick is so effective at increasing conversions, I had to think twice before I shared it.

After all, do I really want to reveal my very best secrets to the world?

And then I thought, why not? No matter how many people do this, I don’t think it will ever decrease its effectiveness.

I’m going to assume you know what a sales letter looks like… a generally long piece of copy that hooks the reader with a great headline and hopefully takes them on a journey from, “I’ve never heard of this product” to “I want to buy this product now!!”

And you already know what subheadlines are – those smaller headlines found throughout copy that catch the eye and keep the visitor on the page and reading.

Your hidden sales letter is going to be made up of those subheadlines.

In other words, if you removed all of the copy except for the subheadlines, it would not only make sense, it would also sell the product for you.

Here’s a down and dirty super quick example:

This is the Exact Technique I used to Launch my Million Dollar Business

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It’s all About Getting the Right Traffic to Your Offer

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Without a Steady Stream of Visitors Who Buy Your Product, Your Business is Doomed

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Driving Traffic is Harder than Ever, Unless You Do This

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1,000 Visitors, 300 New Subscribers and 25 Sales Per Day, Every Day

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This Works No Matter What You’re Selling

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You Can Ramp it Up Anytime You Choose

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Your Product can Go from Completely Unknown to a Household Name in 6 Months

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Getting Started is Super Easy, No Experience Needed

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Really, do you even NEED the copy between the subheadlines when you use this technique?

Actually, yes. While some people won’t need much more than the subheadlines and a good idea of what they’re buying, others will want all the little details in between.

And everyone will be much more likely to read your sales copy and buy your product if you use this ‘hidden sales letter’ technique.

The first half of the question is easy: Viral content is content that gets shared a LOT.

But what makes content go viral? There were a lot of answers, none of which really added that much clarity.

“You’ve got to have the “WOW!” factor.”

“It’s got to evoke a lot of EMOTION.”

“It’s got to be something that people feel good about sharing.”

And so forth.

My favorite answer by far, went something like this:

“A video of the family at Thanksgiving dinner will not go viral. But a video of that same family at Thanksgiving dinner, in which Aunt Abby’s chihuahua Chuck jumps up on the table and humps the turkey, will go viral.”

It’s a shame we can’t simply add humping chihuahuas to our content.

We can monitor what does go viral, and try to dissect why it went viral, looking for the ‘magic’ formula.

If you find one, please let me know.

In the meantime, I suggest putting as much passion and love into your content as possible, and then seeing what happens.

And if you can occasionally throw in a figurative humping chihuahua (not a real one) so much the better.

There is one theory that says you shouldn’t. After all, if you start focusing on SEO, then you won’t be writing the best content possible for your audience.

But is it really and either/or type of situation? It would be nice to get free Google traffic from your articles and blogposts without going crazy about how to structure your writing, what to add and what to leave out.

With that in mind, here are a few tips from the pros on how to do exactly that:

1: Your Writing Needs to Be Excellent

The content should be unique, high quality and written to professional standards.

Do this, and Google will likely reward you.

If any part of you is interested in buying those spun articles that were prevalent years ago — don’t even think about it. Don’t even consider using them simply to pad out your website — Google will look for them, Google will find them, and Google will penalize you for them.

(This sounds like a Liam Neeson movie…)

2: Longer is Not Necessarily Better

One popular strategy is to write a longer, more in-depth piece than anyone else. But it’s never that simple.

If you look at the webpages that have you beat in the SERPs right now, you can see for yourself how good they are and how long they are. But are they well-written? Do they answer the questions that customers are having? And do they understand what searchers are looking for?

You might be able to beat them by being more succinct and to the point. If you can convey the information in fewer words without losing anything, then do it. Any searcher will tell you they’re after the info, not a super long article because they have nothing better to do with their day.

That said, don’t write short just for the sake of fitting onto a mobile screen. Shortchanging your reader isn’t going to cut it, so remember to tell the whole story.

3: Write for People, Not Bots

True, your grammar and style should be the best. If it’s not, get yourself an editor who knows what s/he’s doing — it will pay dividends in the long run.

When you’re writing, ask yourself who your audience is and what is their pain. If you can put yourself in their shoes, you can write a better piece that your audience loves.

4: Use Good Copywriting Principles

For example, write an attention-grabbing headline that is based on your best keyword phrase.

Use subheads to keep your reader involved.

Write in short paragraphs and short sentences.

Do your editing days after you do your writing — you’ll be surprised how much better you can make your writing if you wait awhile.

And get someone else to read your work — they’ll spot mistakes you missed.

5: Key Phrases 2018

Yes, these are still alive and well, thank you. But their use in digital marketing today has changed somewhat.

When you’re doing your keyword research, focus on your audience. How big is your audience, where are they, what do you know about their demographics and what should your content be about?

Get the answers right and you’ll know how to write your copy.

Don’t write according to something Yoast SEO tells you. Millions of people are already doing this.

Instead, write according to the rules and advice here. And write for PEOPLE, not SEO plugins. You should start seeing better results.

6: User Experience Still Counts

An enjoyable read is a much better experience for your audience than some dry as dirt academic paper.

Likewise, having a page that’s easy to read and understand is crucial, too.

Make your headline big, your sub-headlines clear and easy to understand, and make sure your content is easy to navigate.

Bottom Line:

Write with your READER in mind, not the search bots, and you’ll likely do fine.

1. Announcing (“Announcing a Breakthrough in Cancer Prevention”)
2. Secrets of (“Secrets of Licensing”)
3. New (“A New Effective Approach to Losing Weight”)
4. Now (“Now You Can Have the Body You’ve Always Dreamed Of”)
5. Amazing (“You’ll Feel Amazing After Using the ‘Relaxer’ for Only 2 Weeks”)
6. Facts You (“Facts You Need To Stay Healthy”)
7. Breakthrough (“A Breakthrough in Pain Relief”)
8. At Last (“At Last A Diet That Really Works”)
9. Advice To (“Advice To All Aspiring Millionaires”)
10. The Truth Of (“The Truth of How Vitamin ‘C’ Can Prevent Heart Disease”)
11. Protect (“You Can Protect Yourself From The Coming Stock Market Crash”)
12. Life (“What Price Your Child’s Life?”)
13. Here (“Here is the Latest in Money Making Offers”)
14. Discover (“Discover the Path to Riches Used by Millionaires”)
15. Do You (“Do You Want to be a Millionaire?”)
16. Bargains (“Don’t Miss These Hundreds of Bargains”)
17. Yes (“Yes! You Can Have the Figure You’ve Always Wanted”)
18. Love (“You’ll Love Making Heads Turn When You’re In A Jaguar”)
19. How Much (“How Much Money Can This Book Save You In Tax?”)
20. How Would (“How Would You Spend Your Luxury Holiday in Mauritius?”)
21. This (“This is the Only Guide on Tax Shelters You Will Need”)
22. Only (“Only Read this if You Want to Become a Millionaire”)
23. Sale (“The Greatest Sale of Pure Silk Lingerie Ever”)
24. Hate (“You’ll Hate to Miss Our Latest Offers”)
25. How To (“How To Write A Book and Sell A Million Copies”)
26. Free (“Free Beer For Every Customer!”)
27. You (“You Can Have What You Want in Life”)

Out of all of these words the last three, How To, Free and You, are the most powerful. The word ‘Free’ instantly attracts attention because everybody loves getting things for free. But use this word carefully and ensure your sales pitch is convincing, as people are cynical and will look out for the catch. The example that I have used, ‘Free beer’ (number 26) will catch people’s attention, but if the body copy doesn’t offer free beer, then the reader will feel deceived and stop reading.

As I said earlier, never, ever use a headline like this merely to attract attentionand then put something like, “Right, now I’ve got your attention…”, as the reader will feel cheated and will not order.

The word ‘You’ implies a benefit to the customer and as people (me, you, everyone)are self-obsessed, this word is very provocative.

1. Tell people to buy it.
2. Tell them how to buy it.
3. Give easy and complete buying instructions.
4. Tell people how to order by telephone.
5. Make your coupon and order blank and easy to complete.
6. Offer an easy payment plan.
7. Offer a free booklet or special report.
8. Offer a free sample.
9. Make a special bonus offer.
10. Tell people why your price is higher or lower than your competition.
11. If your supply is limited, or you have a time limit on supply, tell people.
12. Offer a bonus reward for prompt ordering.
13. Use action words, as many as you can without sounding repetitive.
14. Present facts that prove your offer is a bargain.
15. Make it believable.
16. Create a desire to buy.
17. Give them a reason to act now.
18. Give proof of popularity of your product.
19. Repeat important points.
20. Say that your product is a bargain.
21. Tell how others are paying more.
22. Make it as easy as possible to act now.

Implementing Any/Each of these 22 elements will help you to pull an even bigger response. In short, make it as easy as possible for people to do business with you. Be precise, bold, and straightforward. Your sales will tell you that you have done the right thing.

It is fortunate for those of us in the business that headlines are so important because it just so happens that they are one of the easiest things to change and test.

If you had to constantly test different sales letters, that would take you a very long time. Sometimes it takes weeks or months to create a sales letter. But, a headline can be written in seconds.

You can literally write hundreds of headlines in a day. You can throw out the ones that don’t sound right, and test only the absolute best ones.

Also, a lot of times a headline can simply be cut and pasted so that you don’t even have to change the first page of your sales letter. This makes testing headlines one of the cheapest, but most effective ways to test. And, when you find a headline that is a hit, it can spell instant success for you.

Here are the four ways to write headlines that really draw the reader to your sales letter…

Writing Headlines Method One – Try to appeal to a prospect’s interest in every headline you write.

Your headline absolutely must tell the reader that you are offering them something that they really want and need. A self-interest benefit must be offered or implied in your headline.

Whenever you write a headline, ask yourself, “How will this headline benefit the reader?” If you can’t think of a way, then trash that headline and write another one!

Writing Headlines Method Two – Don’t just try to arouse curiosity by itself in the headline statement.

In order to get the most response from your headline, you cannot just arouse curiosity in the reader. That will only do so much. You must combine curiosity with self-interest and benefits.

The customer knows you are trying to sell them something, so curiosity by itself is not going to make them fork over their wallets.

And please, avoid ridiculous teasers like: “Help! Someone’s Just Eaten My Cat!”

Then the body copy says: “Now that I’ve got your attention, can I introduce you to our range of pre-stressed concrete lintels…”

Writing Headlines Method Three – Never interject the negative side of an offer in your headline.

Never use words that people could take as negative. For example, don’t ever say “My plan has made a few people rich” (why just a few?) or “Some of my customers will get rich.” Instead say, “My plan can make you rich!”

Overall, tell the customer what you will do for them. Use lots of “you’s” in the copy. If you can, make your headline talk directly to them.

Writing Headlines Method Four – Make your offer a quick and easy way for the reader to get what he or she wants.

If you have really honestly found a way for your customer to make £1,000 a week, you need to tell them about it. But make sure your headline sounds believable. Don’t stretch the truth just to get more people to read your sales letter.

“Make Ten Million Pounds a Day From Your Armchair Watching Your Favourite TV Programmes” is not a credible headline.

These four things will help you write killer headlines. Even if you don’t have a product, you can practice writing headlines. Write about anything even if it’s not your product. Make something up. By practicing, you will soon pick up on ways you can turn your headlines into sales over and over again.

For instance, pick a subject and practice writing headlines for it. Let’s suppose you chose the subject of health. Here are some examples of health headlines, taken directly from the front cover of a catalogue I received in this morning’s post.

These headings are all written down the left side of the page …

“I’m healed at last!”
How to go from chronically
sick to suddenly healthy faster
than you thought possible.

Complete reversal of HEART
DISEASE in weeks. Page 7

CRIPPLING ARTHRITIS
REVERSED IN 14 DAYS.
Page 8

Dangerous HIGH
BLOOD PRESSURE
vanishes in 6 weeks.
Page 7

HEALING DIABETES:
After only 7 days, insulin is
unnecessary. Page 8

On the right side of the cover, (which by the way is the side of a page most of us glance at FIRST) is a photograph of a healthy and happy looking couple in their fifties, obviously on a beach. Both are dressed in holiday casuals, with the man giving the woman a ‘piggy back’. Great photo – powerful selling! It doesn’t take a genius to work out who they are selling to, and what they are selling!

As you know – they are not selling a solution to health problems, so much as selling HAPPINESS, HEALTH, VITALITY AND YOUTHFULNESS. They are the triggers for the brain.

So, with this in mind, brainstorm as many headlines as you can on the subject of health. As this is a practice run, you don’t need to worry about writing headlines you can’t substantiate – which obviously for health products, is absolutely essential.

1. They Laughed When I Sat Down at the Piano – But When I Started to Play!
2. The Secret to Becoming a Millionaire is Simply Using the Right Words
3. Can You Afford the UK’s Most Expensive Money-Making Book?
4. How You Can Make a Fortune From the Coming Stock-Market Crash
5. Do You Make These Mistakes in English?
6. How $7 Started me on the Road to $35,000 a Year
7. Announcing the New Ford Cars For 2007
8. Magic Words That Bring You Riches
9. Order Christmas Gifts Now – Pay After January 20th
10. Wage Your Own Personal Tax Revolt
11. I Was Tired of Living on Low Pay – So I Started Reading the Wall Street Journal
12. The Ultimate Tax Shelter
13. Get Rid of Money Worries for Good
14. Here’s How to Have a Long and Healthy Life
15. What’s Wrong in This Picture?
16. They Grinned When the Waiter Spoke to me in French – But Their Laughter Changed to Amazement at my Reply (note the influence of headline #1 on this! Also, at 19 words this feels overlong, doesn’t it?)
17. How An ‘S’ Corporation Can Save You Tax
18. What Makes a Woman Loveable?
19. Can You Talk About Books With the Rest of Them?
20. How I Became Popular Overnight
21. Wanted – Your Services as a High-Paid Real Estate Specialist
22. Do You Make These Travel Mistakes? (Note influence of headline #5)
23. How I Raised Myself From Failure to Success in Selling (A rare example of a successful ‘me’ headline)
24. What Makes a Consultant Successful?
25. Stop Writing Letters the Hard Way
26. How to Improve Your Memory in one Evening
27. How to do Business Tax Free
28. Now! Own Florida Land This Easy Way… $20 Down and $20 a Month
29. How a ‘Fool Stunt’ Made me a Star Salesman (Another ‘me’ message, but we’ve just got to know…)
30. Thousands Have This Priceless Gift – But Never Discover It
31. You, a Millionaire Writer?
32. Free to High School Teachers -$6 to Others
33. How the Next 90 Days Can Change Your Life
34. 7 Ways to Break the Overweight Habit
35. The Lazy Man’s Way to Riches
36. How to do Your Christmas Shopping in 5 Minutes
37. Car Insurance at Low Cost – if You Are a Careful Driver
38. Who Else Wants a Screen Star Figure?
39. Imagine… Holding an Audience Spellbound for 30 Minutes!
40. It Cleans Your Breath While It Cleans Your Teeth
41. How to Win Friends and Influence People
42. Lose Ugly Fat – an Average of 7 Pounds a Month
43. How a Strange Accident Saved me From Baldness (Implication: If it can save ME….)
44. The Most Comfortable Shoes You’ve Ever Worn or Your Money Back
45. When Doctors Feel Rotten This is What They Do
46. The Most Complete and Most Scholarly Dictionary in the English Language $17.50…Publisher’s List Price: $90
47. Find Your Own Tax Haven
48. How I Retired on a Guaranteed Income for Life
49. Slash Your Letter Writing Time By 80% and Write Better Letters
50. How You Can Get a Loan of $500
51. 161 New Ways to a Gourmet’s Heart – In This Fascinating Book For Cooks
52. How a Man of 40 Can Retire in 15 Years Time
53. New House Paint by Du Pont Keeps Your White House Whiter
54. 10 Ways to Beat the High Cost of Living
55. How Investors Can Save 75% on Broker Commission This Year
56. Free Book Tells You 12 Secrets of Better Lawn Care
57. Can You See Where These Two Lines Cross? (Picture of a big hand-drawn ‘X’)
58. How to Feel Fit at Any Age
59. Sleeper Stock Bargains
60. How to Beat Tension Without Pills
61. New… a Cream Deodorant Which Safely Stops Perspiration
62. Here’s a Quick Way to Break up a Cold
63. The Eighth Wonder of the World
64. Why G.E Bulbs Give More Light This Year
65. Play Guitar in 7 Days or Money Back
66. How I Started a New Life With $7
67. Quick Relief For Tired Eyes
68. Thousands Now Play Who Never Thought They Could
69. How to Collect From Social Security at any Age
70. Are You Ashamed of Smells in Your Home?
71. Tonight Serve This Ready-Mixed Chocolate Pudding
72. How to Stop Worrying
73. What’s New in Summer Sandwiches?
74. How to Get Rid of Inferiority Complex
75. I Lost That Ugly Bulge in 2 Minutes
76. The Most Amazing Shakespeare Bargain Ever Offered
77. You Don’t Have to be Rich to Retire on a Guaranteed Income For Life
78. Who Else Wants a Lighter Cake – in Half The Mixing Time?
79. How to Get Your Cooking Bragged About
80. The Secret of Making People Like You
81. How to Make Money Writing Short Paragraphs
82. Double Your Money Back If This Isn’t The Best Onion Soup You Ever Tasted
83. Can You Spot These 7 Common Decorating Sins?
84. Girls… Want Quick Curls?
85. To a Mother Whose Child is Three Years Old
86. Car Owners… Save One Gallon of Gas in Every Ten
87. Linen Napkin Luxury at a Paper Napkin Price
88. How $20 Spent May Save You $2,000
89. Have You Any of These 5 Skin Troubles?
90. Will You Give Me 7 Days to Prove I Can Make you a New Man?
91. I Gambled a Postage Stamp and Won $35,840 in 2 Years
92. How I Made a Fortune With a ‘Fool’ Idea
93. To Men Who Want to Quit Work Some Day
94. How to Get Enthusiastic Applause – Even a Standing Ovation – Every Time You Speak
95. The Deaf Now Hear Whispers
96. Hand Woven by the Mountain People of New Mexico
97. To Men Who Want to be Independent in the Next 10 Years
98. Free to Brides – $2 To Others
99. Reader’s Digest Tells Why Filtered Cigarette Smoke is Better For Your Health
100. Which of These Five Skin Troubles Would You Like to End?
101. If You Are a Careful Driver You Can Save Money on Car Insurance
102. Buy no Desk Until You’ve Seen This Sensation of the Business Show
103. Protect Your Corporation’s Tax Shelter Status Without a Lawyer
104. They Thought I Was Crazy to Ship Live Maine Lobsters as Far as 1,800 Miles From the Ocean
105. How to Have a Cool, Quiet Bedroom – Even on Hot Nights
106. To a Man Who is 35 and Dissatisfied
107. Have You These Symptoms of Nerve Exhaustion?
108. No Time For Yale – Took College Home
109. Great New Discovery Kills Kitchen Odours Quick!
110. I Tried ‘Em All, But This Is The Polish I Use On My Own Car
111. To People Who Want to Write – But Can’t Get Started
112. Will Your Scalp Stand the Fingernail Test?
113. Owners Save 20% to 50% on Fuel With the G.E. Oil Furnace
114. The Tastiest Ocean Treat From Gloucester Plump, Tender, Juicy Salt Mackerel Fillet
115. Men Who ‘Know It All’ Are Not Invited to Read This Page
116. How Two Natural Foods Can Prevent and Even Cure Cancer
117. To a $40,000 Man Who Would Like to be Making $80,000
118. Money-Saving Bargains From America’s Oldest Diamond Discount House
119. You’re Never Too Old to Hear Better
120. How You Can Give up Your Job and Make a Million Pounds Instead
121. How To Stretch Your Inflated Money
122. One Place Setting Free For Every Three You Buy
123. Who Else Wants a Whiter Wash – With no Hard Work?
124. Wanted – Safe Men For Dangerous Times
125. Instant Corporation While U-Wait
126. How to Make Yourself Judgement Proof
127. At 60 Miles an Hour The Loudest Noise in This New Rolls-Royce Comes From the Electric Clock (Again, 18 words and it feels a little long. I’d change ‘Miles an Hour’ to ‘MPH’)

When writing your own headlines, spend as long as it takes until you create one that is really powerful. If you have to write a hundred headlines, so be it. The money you will make from a brilliant headline compared with a so-so headline will more than make up for the extra effort involved.

Golden Insider Tip to remember…
Don’t be lazy about writing headlines – your efforts will pay dividends.

Think how much richer he would be if he had always used postscripts, and now imagine that this is you. Are you going to use a postscript from the moment you start out, after all it’s not much extra effort, or are you going to throw money down the drain? The reason why you are reading this article is so that you can avoid expensive mistakes that the gurus made along their way to millionaire status.

Mailing tests by myself and other direct marketers have also proven that a well-crafted P.S. can make a big difference to your response. The P.S. is so important because apart from the headline, it is the next most read part of any letter.

Yet too much direct mail is sent out without a P.S. and the senders are throwing away a huge proportion of their potential sales.

In the real world, prospects do not read your letter from start to finish, they glance at the headline and if that draws their attention, they turn to the end of the letter and look at the signature and then read the P.S.

To be effective, you should restate the offer and/or the biggest benefit in the P.S. I usually use two postscripts in my sales letter and I like one of them to ensure the sense of urgency is still burning brightly in my prospects.

Here are the 7 most used P.S. types in successful sales letters:

One – Motivate the prospect to take action.

This P.S. type compels the prospect to take action and place their order now. For this reason, it is the most important of all the 7 types. This P.S. overcomes the buyer’s inertia, because in direct marketing delay is death.

P.S. “HOW TO FIGHT ARTHRITIS AND WIN” will make a huge difference in the quality of your life. You risk nothing. The book is not the original price of $50.00, but only $29.97 and comes with a one year money back guarantee. And it comes with up to 5 free bonus reports which you may keep regardless. Order at once.”

P.S. Don’t miss the opportunity to attend this valuable one-time only seminar worth many times its investment of only £397. Additional registrants may attend for only £197. Get up to 2 Free Bonuses worth a total of £80. Call 932-253162 now!

P.S. The HANDBOOK OF DOCTORS’ NATURAL HOME REMEDIES FOR PROSTRATE PROBLEMS AND SEXUAL IMPOTENCE will make a huge difference in your life. You risk nothing. You can have the book not at the original price of $50.00 but for only $29.97. You have a one-year money-back guarantee. And if you respond within 10 days you will get 3 bonus reports you may keep regardless. Order at once.

P.S. If you don’t mail your $50,000.00 SWEEPSTAKES entry, the prize that you might have won will go to someone else. That won’t happen if you return the Official Entry Certificate in the envelope provided.

P.S. Our “Summer White Sale” is only running until August 15, 2007. To make certain your Savings Certificate is valid, please post it before that date. No need to send payment now. If you prefer, we’ll bill you later.

Two – Reinforce the offer.

This P.S. is the most often employed and properly crafted is very powerful.

It is also the safest type to use, providing the offer is compelling.

P.S. The “S” Corporation was brought into law primarily to give small business owners a few financial breaks… to make it easier for them to stay in business. Now, under new tax laws the “S” Corporation looks more attractive than ever. With The “S” Corporation Handbook you can gain all the benefits of owning an “S” Corporation, including the big tax saving available now.

P.S. As mentioned before, your Gift Certificate bears your name and may not be used by anyone else. A mailing like this – for a publication like W- must remain quite selective.

P.S. You’ll be pleased with your decision, your 2 magazines, your membership and all your other benefits!

P.S. As mentioned earlier, this invitation is non-transferable. It is valid in your name only. If you decide not to accept my offer, please do not pass it along to anyone else. I would prefer you simply discarded it. Thank you.

P.S. Do look over the enclosed stamp sheet now, from Pavarotti At Carnegie Hall to Galway’s Greatest Hits, from Sir George Solti to Itzhak Perlman… any 3 of the world’s greatest artists and performances are available now for your 10-day free audition.

Three – Emphasise or introduce a premium or bonus.

This one is very effective because everybody loves a valuable free gift.

P.S. REMEMBER, this special offer for ORGANIC GARDENINGTM magazine brings you these three free gifts. Each one is chock-full of some of the best tips money can’t buy. So use the easy order card today for a start on your best garden ever.

P.S. Remember, you will also receive, absolutely free, THE YEAR 2000 & BEYOND, an information-packed book on the first decade of the twenty first century. This 160-page, well-illustrated volume (a $7.95 value) is yours free when you join.

P.S. Take a look at your certificate now for news of a special gift of welcome! 10 power crystals, from amethyst to snow quartz, plus a guide to their legendary mystic qualities. Use them to meditate or relieve stress. Or enjoy them for their natural beauty. We’ll send you all 10 power crystals free, plus a carrying bag, when you purchase Mystic Places.

P.S. Take a look at your certificate now to see your handsome Egyptian Paperweight! When you keep THE AGE OF GOD-KINGS, it will be your Gift of Welcome. This unusual pewter-finish disk features an exquisite engraving taken from the temple of Akhenaten.

Four – Introduce a surprise benefit.

This can be effective in nudging the ‘fence sitter’ to take action and buy your product.

P.S. INCLUDED AT NO EXTRA CHARGE: Specific guidelines for most of the 166 letters; special tips on how to customise them; optional paragraphs and phrases for expanding them; and general guidelines for each of the 15 general categories of letters. ALSO: Checklist for Executive Letters; Forms of Address for VIPs; diagrams of correct letter formats; tabbed dividers; and alphabetised index – EVERYTHING YOU NEED FOR A LONG-LASTING HIGHLY USEFUL BUSINESS REFERENCE.

P.S. Please note that your Gift Certificate has your name on it – and may not be used by anyone else.

P.S. I nearly forgot to mention one more unique comfort of membership… our exclusive tapestry-print Floral Tote. It’s stylish, sturdy, practical and – best of all – FREE (with membership). In fact, it’s yours to keep even if you choose not to remain a member.

P.S. ACT NOW AND GET THIS FREE GIFT. To help introduce you to the world of NATURAL HOME REMEDIES, we’d like to send you “Easing Aches and Pains” – a booklet written to help you draw on your body’s own natural resources to relieve the aches and pains of everyday life. And the booklet is yours FREE when you decide to purchase RODALE’S ENCYCLOPEDIA OF NATURAL HOME REMEDIES. Supplies are limited, so please act soon. Mail the enclosed card today.

Five – Emphasise price or terms of your offer.

This can be highly motivating when your offer involves a special or bargain price or terms, and you dramatise this in the P.S.

P.S. Remember, this half-price offer at £16 expires in 10 days. After this date you must pay the regular price of £32. Don’t miss out. ORDER now.

P.S. Send no money now. If you are not completely delighted with the Exer-Stik, return within 30 days and owe nothing.

P.S. This half-price offer is the lowest rate available. We may not be able to offer it again, so don’t miss the opportunity. Mail your order today! Thanks – WJG.

P.S. I think you’ll discover that the Group Discount Plan makes it easier than you’d dreamed to own today’s incomparable Britannica!

Six – Emphasising tax deductibility of purchase.

Entrepreneurs love being able to claim their purchases back against tax. Tax deductibility also provides additional justification to make a purchase. Everyone feels more comfortable when they can justify their purchase to themselves or others.

P.S. Your corporate shield is a valuable asset. Help protect yourself for a nominal tax deductible cost.

P.S. Your tax deductible investment of only £49.95 is a small price to pay to gain all the legal protection this book provides you and your business. Without a doubt, you will rest easier once you receive it.

P.S. Important tax benefits. Like virtually all EARTH WATCH contributions, membership is tax deductible. Note too that you can charge your donations to credit card.

P.S. Executive discount price is tax deductible as permitted by the Tax Reform Act of 1986. See page 75.

Seven – Emphasise guarantee.

Money-back guarantees can be excitingly presented. They are good raw materials for a P.S. because the risk associated with any purchases is eliminated. Your prospect feels less anxiety and a greater sense of security when no money can be lost.

P.S. This no-risk $29.95 investment is guaranteed to give you protection personally over all your assets. Can you really afford to be without it?

P.S. You can charge THE COMPLETE BOOK OF CORPORATE FORMS to your American Express, Diner/Carte Blanche, Visa or MasterCard; if you decide to return the book, you’ll receive an immediate credit or cash refund (including no postage both ways). So this is truly a NO-RISK Offer.

P.S. If Small Business Tax Saver doesn’t put tax dollars in your pocket from the start, your subscription will be refunded in full. That’s a promise (see enclosed letter). And the $24.95 book, Big Tax Savings for Small Business, is yours to keep.

P.S. There is unlimited opportunity in consulting today, and Howard Shenson’s Complete Guide to Consulting Success can help you take advantage of those opportunities. Order your copy today under our unique one-full-year money back guarantee.

P.S. Don’t forget our guarantee – if at any time you’re not pleased, just let us know. The unused portion of your subscription will be promptly refunded.

P.S. Don’t wait until the expiration date on your certificate is on top of you. We guarantee your satisfaction. What can you lose? Call now TOLL FREE            1-800-228-9055      .

Many of these PS quotes are from the book Million Dollar Mailings by Denny Hatch with a forward by Alex Anderson. The book includes 71 of the most successful mailings from the past. Well worth grabbing hold of if you can find a copy.