I was walking home down a dark street just now. It was empty and quiet and I was lost in thought when — screaming and scratching — a cat scrambled out of a dumpster right next to me and bolted away.
I won’t lie. The bitch startled me. I might have missed a step and my heart definitely missed two beats.
I cursed out the cat and collected myself. I turned around to make sure nobody saw me in my unmanly state. And I picked up my path home, still a little alarmed.
“But what about the cat?” I thought. “I bet I gave her a good scare, too. Must be why she bolted like that! But she deserved it.” And a sly smile spread across my face.
You might think I’m a miserable person to gloat over possibly scaring a cat. Perhaps you’re right. But I’m reporting the more shameful parts of my life to bring you an idea. A copywriting idea. A copywriting idea which I think might be powerful.
It goes like this:
1. Think of your prospect
2. Think of other people who are around your prospect, and who are causing your prospect fear, harm, humiliation, despair, etc.
3. Write your headline: Here’s how to cause fear, harm, humiliation, despair, etc. to those other people
You may this is deranged. Again, perhaps you’re right. But aren’t you at least curious to see this idea in action? If so, here are three successful examples:
1. Gary Halbert. Selling his own newsletter. His prospect? Anybody who’s trying to sell something… and is finding it frustrating or even humiliating. Gary’s headline:
How to make people line up and beg you to take their money!
2. A top Clickbank offer right now, called His Secret Obsession. It’s targeted at women. Who want to win a man’s “love, attention, and total devotion for LIFE.” But not just any man! There’s a very specific guy these women have in mind, because (my guess)… they are OBSESSED.
3. John Carlton. Like Gary, John also poked into dark places of the soul. It might be horrible… but it works. Even to sell golf instructional videos:
How Does An Out-Of-Shape 55-Year-Old Golfer, Crippled By Arthritis And 71 Lbs. Overweight, Still Consistently Humiliate PGA Pros In Head-To-Head Matches By Hitting Every Tee Shot Further And Straighter Down The Fairway?
“The answer will shock and delight you!” writes John.
I bet. After all, just imagine. You’re not as disadvantaged as this overweight, crippled golfer… and Tom, Dick, and Horace down at the country club definitely aren’t PGA pros… so the humiliation will be immense! But they deserve it.
By the way, if you’re curious about the “How to” promise in my headline today… you can find these special client management strategies inside my daily email newsletter. Here’s where to sign up.