Have you ever seen how snow shoes work?
Although I’ve never ever seen snow in my life I do understand how frustrating it must be walking in one foot deep snow. Your foot just sinks into the soft stuff and what was supposed to be a normal walk turns into a laborious slog even the most hardened masochists couldn’t stomach.
The problem here, is the weight of your body would be focus entirely on the small surface area of your foot.
There’s absolutely no way the snow can take that kind of pressure.
Little wonder why snow shoes where invented.
The cheeky contraptions spread weight across a larger surface area. Making it harder for you sink in.
While I’d like to doubt the sanity of the man who found out strapping tennis rackets to your feet during a snow day was a good idea, I do know he had a something going about what makes a headline work.
Here’s what I mean…
One of the worst mistakes anyone can make is to put the entire weight of the sale into something as small as the headline.
Not only is this a money wasting cyanide laced recipe for disaster but it’s no different from, as Eugene Schwartz wrote…
…placing the full selling burden on approximately 10% to 20% of the total space of your ad… that physical space taken up by the headline itself.
You’d better off blowing your ad budget on Thai prostitutes and mountains of cocaine. At least that is a more reasonable way to blow your money depending on who you ask.
Moving on…You headline, like a foot without a snowshoe in a blizzard, sinks and doesn’t get the reader’s attention.
And without the reader’s attention, your copy won’t get read. And if your copy isn’t getting read.
You aren’t making any moolah
However, if you want to make sure your copy doesn’t wade into your market’s blizzard without a strong set snowshoes, then hit me up over at:
…or fire me an email over at…
And let’s plan a quick, no obligation Skype call to discuss how to make sure your headline does it’s damn job. And what’s the job, you ask?
To get the first line of your copy read.
After that, we’re pretty much done with the hard part. And real fun begins.
…Till the next wave of madness…
Jay “The Four Eyed Bastard”
I sult the insultable, and scuss the discussible.