One of the classic adverts of all time began with the headline “They laughed when I sat down at the piano but when I started to play…” It went on to tell the story of how a socially inept guy treated with disdain by all had secretly learned to play the piano. Of course when he sat down to do so everyone thought he was an idiot until his beautiful playing made them change their minds. He was an immediate hit, women lusted after him, men admired him and so on. Fame and fortune was his! And by golly the adverts sold tons of learn-by-correspondence piano lessons!
The three great criteria you can use here are:
- Have a headline that gets attention of your market. So borrow that headline and adapt it to work for you.
- Tell the story of the headline and the powerful benefit it gave the purchaser.
- And naturally have a product the benefits of which people want
Here’s an example of where we used it…
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