Stories are provocative. Especially when they promise to expose an un-discovered truth about someone we know.

Aside from the mis-direction magic Ryan used here there was another key element he deployed.

He inserted the name of someone our audience wants to know about.

Same thing that makes it possible for National Enquirer to outsell all of the most famous weekly mags.

It might be hard to find a way to adapt “JEN CHEATS ON JOHN! With male model” to our copy.

But we can revamp this one…

“Kelly Ripa’s
WEIGHT
PLUNGES
TO 96 LBS
What’s
Wrong”

To…

“Ben Settle’s Open Rate On
His Emails Plunges
From 99.7% to 1.5%
What’s Wrong”

The crushing blow that sells the sensational statements made on the cover of National Enquirer are the pictures next to headlines. They always hammer home the point beautifully.

Imagine this…

A picture of the top quarter of Ryan in the shower… water rinsing the shampoo off his head… eyes closed with slack jaw seemingly lost in a dream would’ve added a whole deeper level of intrigue to the headline Ryan used.

Great job of weaving a beautiful hook here Ryan. Next time you use showering in your posts make sure you tease the ladies here with the gift of seeing your hulking frame glisten in the midst of steam and water.

I guarantee your response will skyrocket.

Talk to you again soon,
Note Taking Nerd #2
http://www.mynotetakingnerd.wordpress.com

Stories are provocative. Especially when they promise to expose an un-discovered truth about someone we know.

Aside from the mis-direction magic Ryan used here there was another key element he deployed.

He inserted the name of someone our audience wants to know about.

Same thing that makes it possible for National Enquirer to outsell all of the most famous weekly mags.

It might be hard to find a way to adapt “JEN CHEATS ON JOHN! With male model” to our copy.

But we can revamp this one…

“Kelly Ripa’s
WEIGHT
PLUNGES
TO 96 LBS
What’s
Wrong”

To…

“Ben Settle’s Open Rate On
His Emails Plunges
From 99.7% to 1.5%
What’s Wrong”

The crushing blow that sells the sensational statements made on the cover of National Enquirer are the pictures next to headlines. They always hammer home the point beautifully.

Imagine this…

A picture of the top quarter of Ryan in the shower… water rinsing the shampoo off his head… eyes closed with slack jaw seemingly lost in a dream would’ve added a whole deeper level of intrigue to the headline Ryan used.

Great job of weaving a beautiful hook here Ryan. Next time you use showering in your posts make sure you tease the ladies here with the gift of seeing your hulking frame glisten in the midst of steam and water.

I guarantee your response will skyrocket.

Talk to you again soon,
Note Taking Nerd #2
http://www.mynotetakingnerd.wordpress.com

I’ll echo the effectiveness of your headline.
Even though I knew what you were getting at,
I just can’t resist clicking and reading through.

Drayton Bird also mentioned that the same
idea brainstorm can be achieved when you’re
exercising or shaving!

I reckoned that after we copywriters work on
an intense project, we’ll get an outstanding grade
for personal hygiene, become macho musclemen,
and look cleanly shaven (if not bald)!

Be Well,
- Tian Yan

I’m more likely to go for a long, aimless drive to spark my ideas. I take a voice recorder along so I don’t have to juggle a notepad.

I’m more likely to go for a long, aimless drive to spark my ideas. I take a voice recorder along so I don’t have to juggle a notepad.

Although I’ve never thought of Ben Settle while taking a shower, and hope to never do :)

Although I’ve never thought of Ben Settle while taking a shower, and hope to never do :)

Out of all the Copywriting blogs out there…

There’s two that I keep coming back to. Your blog and Ben’s. But, the last thing I want to do is think about Ben or you in the shower… so thanks for that image. :(

Still. It’s a great point Ryan. I remember listening to an interview with Ben at Michael Senoff’s hardtofindseminars.com. I think he talks about that there too.

I don’t know if Michael still has the interview up or not.

Very cool.

Thanks for all the great content Ryan.

You inspire me to keep it up! (Writing I mean.)

Out of all the Copywriting blogs out there…

There’s two that I keep coming back to. Your blog and Ben’s. But, the last thing I want to do is think about Ben or you in the shower… so thanks for that image. :(

Still. It’s a great point Ryan. I remember listening to an interview with Ben at Michael Senoff’s hardtofindseminars.com. I think he talks about that there too.

I don’t know if Michael still has the interview up or not.

Very cool.

Thanks for all the great content Ryan.

You inspire me to keep it up! (Writing I mean.)

I’ll echo the effectiveness of your headline.
Even though I knew what you were getting at,
I just can’t resist clicking and reading through.

Drayton Bird also mentioned that the same
idea brainstorm can be achieved when you’re
exercising or shaving!

I reckoned that after we copywriters work on
an intense project, we’ll get an outstanding grade
for personal hygiene, become macho musclemen,
and look cleanly shaven (if not bald)!

Be Well,
- Tian Yan