Copywriting is not the only factor to make the reader buy. It works with reader want. It relates what seller want with reader want. Copywriting makes adjustment their products to need, want and expect.
A copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire—but to channel and direct it.
—Eugene Schwartz, Breakthrough Advertising
There are examples of the good headline that persuade existing desire.
- “Join the 10,088 entrepreneurs that signed up last week”
That copywriting is good. It has several points to persuade. But it only persuades for the businessman. Student doesn’t like that headline.
- Drink an orange.
That is famous headline in the history of copywriting. In that time, usually, people eat an orange, not dringk an orange. It is only for people that interest to orange and healthy.
- We make tools for thinkers.
This copywriting headline offer tools. Copywriter knows that many people feel disappointed because tools make fool product. I think people that
- Trello is free, flexible, and visual way to organize anything with anyone. This headline of Trello. The headline makes people interest the offer if the reader intends to organize easily. Usually, the worker needs to organize something.
- The shoe work if you do. That is Nike headline. It is not about shoes. It is about doing. Their tagline is “just do it”. It is about doing. The headline use people’s desire to sell shoes.
- “To be or not to be? , that is two questions.” This is the headline of the university of Oxford. It reminds us to original Hamlet Shakespeare plays, “To be or not to be? That is a question. People who like challenge established knowledge will be surprised about this. Surprise because no one thinks that Hamlet word is wrong. People that thinking critically will found Shakespeare fault. People who already interest to improve their reason will be interested to this copy.