In the process the piece systematically removes the objections raised in the reader’s mind about the scientific validity of the bold assertions. If you feel that example is a little too “direct marketing” for your audience, consider this from respected best-selling author Austin Kleon: Steal Like an Artist: 10 Things Nobody Told You About Being Creative It’s the exact same technique for a completely different target market. more creative, while concurrently tempting prospects to further explore what Kleon means by “steal.” The first example is copy designed to make a sale.
The second example is content (a book) that philippines photo editor is the product itself. But the reason why both “sell” is the same. The key to these bold headlines and leads is the immediate emotional response provoked by the assertion. More importantly, that emotional trigger leads to immediate motivation to investigate further — and that’s what every copywriter aims to achieve right from the beginning. That’s because implicit in the proclamation is a promise. In the Rutz and Kleon examples, you’re promised that you’ll learn about hidden cures to common diseases and the way creativity really works, respectively.
How do you come up with these types of bold beginnings? John Forde says they’re found via research, not conjured up out of the ether — and I agree. For example, people often assume creativity comes from introspection, perhaps during long sessions of gazing out the window. But if you research how artists throughout history actually work, creativity is much more about starting with something already out in the world — often the work of someone else — and making it into something new. Austin Kleon discovered that truth, and then boiled it down to its shocking essence. After all, it was Picasso who famously said, “Good artists copy; great artists steal.” That said, the proclamation approach is not always the right one for every situation. For example, I could have titled this article: Read This Unless You Want to Starve But that would have been lame, so I didn’t.
