Discover Ways to Create Unique Headlines, Part III

by Franco on February 15, 2008

In Part II we found new ways to really get to the heart and mind of the reader, here we begin the next section in the series…

Never fear an occasional obvious overstatement. Even in everyday speech we overstate the obvious…and sometimes less obvious.

Now, I’m not suggesting that you exaggerate what your product does, but, often using an obvious overstatement or over-the-top phrase allows you to demonstrate how intensely you feel about a particular point. It also brings the reader in, or them to the information.

One way to really grab their attention is to write something like…

“Some lawyers are so greedy, they’ll gladly run down your car or chase you through the hospital – just to get to your wallet or the insurance companies profits!”

Is it true? Who knows? Some might even say it is! Would this actually really happen? Most of us know lawyers as ambulance chasers, or other expletive phrases, but we also hear how greedy lawyers are, and how they will nickle and dime you to death or make sure that no matter what happens in the case, they get their money first. How many of us have ever had to deal with a lawyer? Was it cheap? Its doubtful that you can ever get any information or service from a lawyer for less than an arm or a leg. And, if you have been the one with a case, did the check that was written by the insurance company actually end up in your pocket or in the pocket of the law firm? Writing your copy with an occassional overstatement will get every one of your readers emotionally involved and on your side.

Use colloquiall speech. In other words, speak the language. Speak to them as they are used to being spoken to. Speak your Prospects Language!

Not all jargon is bad! If you have done any reading at all in regards to writing, you may have heard many of the copywriting guru’s tell you to avoid using technical terms and industry jargon altogether. That’s a bunch of baloney! Many times the selective use of jargon comes in handy when writing for a specific audience.

such as…

  • When the jargon’s meaning is familiar to the reader – especially investors and medical patients. By using jargon, you are respecting the prospects intelligence, by speaking a language he understands and is comfortable with.
  • When the jargon is being spoken – in moderation – by an expert, it demonstrates the expert’s, expertise or authority in their field. We expect people in highly educated professions to be proficient in the use of their particular jargon and terrminology.

In the next section of the series, we will be covering figures of speech and powerful words and phrases.

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