Psychotactics

Why Clients Buy—And Why They Don't

  • Home
  • About Us
    • Philosophy
    • About Psychotactics
    • Contact Sean
  • Free Articles
    • Psychological Strategies
    • Starting Up Strategies
    • Marketing Strategies
    • Article Writing Strategies
    • Copywriting Strategies
    • Internet Marketing Strategies
  • Podcast
  • Blog
  • Clients
    • Client Results
  • Products
    • Start Here First
    • Home Study
      • Article Writing
      • Uniqueness Strategy
      • Info Products
      • Copywriting
    • Books
      • Brain Audit
      • Under $50
      • Above $200
    • Membership
  • Workshops
    • Online Courses
    • Worldwide Workshops and Meet-Ups
  • Services
    • Speaker
    • Consulting
  • Fun Stuff
    • Resources
    • Cartoons
    • Recipes

How “And” and “Even” Are Powerful Tools In Headline Writing

Author: Sean D'Souza

Three Key Elements Headlines Article Writing

When I was little, I had a remote controlled car.

I'd put the batteries into the car; another set into my remote and I was guaranteed an afternoon of fun. This car—a yellow Lamborghini Countach—could go left, right, race ahead and reverse just as easily.

But what's good for a 12-year old isn't necessarily great when writing headlines

The greater the options you have when creating headlines, the easier it is to get confused. Which is why it’s important to keep the headline-writing elements as sparse as possible—while still getting great results.

So let’s assume our “headline car” can only go forward or in reverse

To go forward, we’ll use the term “AND”.
And to reverse, we’ll use “EVEN”.

And then we’ll add one more element—the parentheses

When laid out, the headline looks like this:
Blah, blah, blah, blah, blah, blah (AND blah, blah, blah, blah, blah)

OR

Blah, blah, blah, blah, blah, blah (EVEN blah, blah, blah, blah, blah)

The “”AND” moves the idea forward.
The “EVEN” takes it a step back—or provides contrast.

Let’s take a few examples of AND, shall we?

How to consistently raise prices (and still keep 95% of your clients)
How to tell amazing stories (and connect the stories to your business articles)

And then we move in reverse and use EVEN

How to consistently raise prices (even when clients are price-conscious)
How to consistently raise prices (even when the competition is offering discounts).

However, AND and EVEN only apply to the second part of the headline—what about the first part?

Good question. The first part of the headline needs to be a standalone headline, so that if some laser beam wiped out the second part, you'd still have a great headline.

So let's see how the first part of the headline plays its role

1. How to establish rapport with an angry client
2. How to write headlines that people will read
3. How to get the best deal on your next car
4. How to feel good about reading a bad review

And since the first part of the headline is already in place, we can put the parentheses. And then the AND and the EVEN to create a bit of added curiosity.

1. How to establish rapport with an angry client (even if they are yelling at you)
2. How to write headlines that people will read (and leave them wanting more)
3. How to get the best deal on your next car (even though the odds are stacked against you)
4. How to feel good about reading a bad review (even though you’re being attacked)

At this point, you can audit your headline by making sure you have all three elements

1) A great first part—a complete headline with curiosity.
2) The addition of “AND” and “EVEN”.
3) Additional facts that increase curiosity.

But do we have to stick to “AND” and “EVEN”?

No, you don't. You have several other options, but do you need those other options for now? Why complicate matters when you can create a string of great headlines with just a few elements?

It's those limited elements that enable us to create headlines quickly and effectively.

And that’s what we want to do, don’t we?

– “If you do your work diligently, great work will be created. If you make excuses diligently, great excuses will be created”.


“I almost didn’t join 5000bc because I thought that I was too busy to participate and I wouldn’t be able to get a lot out of it.“

Dartboard Pricing: How To Increase Prices (Without Losing Customers)

The time spent in 5000bc is worth so much more than my annual fee. The learning is very concentrated and targeted, so I’m able to apply what I’ve learned immediately in my business. I love the comprehensive vanishing reports, which could easily be sold as standalone products. There are tons of these in 5000bc and I love browsing through them to find answers to a current problem that I’m having.

5000bc members are very responsive and helpful. Sean is always around and answering questions. The level of expertise is very high amongst the members.

I would strongly recommend 5000bc to anyone interested in taking their online business to the next level.

Amelia Hirota, New Zealand
Find out if 5000bc is for you: https://www.5000bc.com/


Top Selling Products Under $50


The Brain Audit:  Why Customers Buy (And Why They Don't)
Testimonial Secrets: How to get meaningful testimonials, without needing to ‘bribe anyone’ for it.
Chaos Planning: Forget Business Planning and Goal Setting.

Also read: How The “Mosquito Moment” Brought Bill Gates' Story Alive!


 

 

Next Article Writing Article: The Star Trek Method—And Other Ways To Get Over Article-Writing Barriers
Next Step: Read actionable articles on article writing.

The Headline Report

The Headline Report has been downloaded over 155,000 times. In ten minutes (or less) you’ll learn how to systematically build a headline that works. Click on the button below to get a detailed report on "Why headlines fail (And how to create headlines that work)".

Get the Headline Report

Filed Under: Article Writing Tagged With: elements headline writing, headline writing

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

What Bugs Me small business marketing bugs

Does anything on this website bug you? Nothing is too small or too big. If there's something we can fix, we'd love to know. The bug of the month even gets a hand-painted cartoon + postcard. Click here to report a bug.

The Headline Report why headlines fail report

The Headline Report has been downloaded over 155,000 times. In ten minutes (or less) you’ll learn how to systematically build a headline that works. Sign up for the Psychotactics newsletter and get access to a detailed report on "Why Headlines Fail (And how to create headlines that work)" Click here to subscribe and get it right away

PSYCHOTACTICS

  • Facebook
  • Twitter
  • YouTube

sean@psychotactics.com | Skype | Privacy

Copyright © 1999 - 2023 PsychoTactics Limited. Website Development StressLessWeb

  • Home
  • About Us
    ▼
    • Philosophy
    • About Psychotactics
    • Contact Sean
  • Free Articles
    ▼
    • Psychological Strategies
    • Starting Up Strategies
    • Marketing Strategies
    • Article Writing Strategies
    • Copywriting Strategies
    • Internet Marketing Strategies
  • Podcast
  • Blog
  • Clients
    ▼
    • Client Results
  • Products
    ▼
    • Start Here First
    • Home Study
      ▼
      • Article Writing
      • Uniqueness Strategy
      • Info Products
      • Copywriting
    • Books
      ▼
      • Brain Audit
      • Under $50
      • Above $200
    • Membership
  • Workshops
    ▼
    • Online Courses
    • Worldwide Workshops and Meet-Ups
  • Services
    ▼
    • Speaker
    • Consulting
  • Fun Stuff
    ▼
    • Resources
    • Cartoons
    • Recipes