,

Happy new week.

Trust you're having a great day.

In my last mail (which I mistakenly sent 3 times because I thought my ESP was misbehaving), I dissected the 4 Powerful Elements of a Compelling Headline for you and I'm sure you understood it well.

But there is something I mentioned when I was talking about the first element (Useful),

And this piece of your headline is extremely important.

So important that if you don't do it well, you risk confusing your reader and rendering them paralyzed with indecision when it comes to buying. 

And you know, confused people don't buy anything. 

That's why you have to be careful with how you use it in your headline, 

And I will get to this important piece in just a moment, but before that, here's something I think you need to ponder on .

Now, I don't know if you're a student,

But if you are, this concerns you.

And if you're not, well it still applies to you as well. 

In case you didn't hear the news, this morning it was announced that already 2 month+ old ASSU strike has been extended by 12 weeks.

Read that again.

12 good weeks.

12 more weeks of doing nothing at home; well for those that don't have a job or a skill.

It doesn't matter who you think is at fault.

Whether it's ASSU who claim to be fighting for their rights as lecturers and fighting to improve the educational sector of Nigeria and delaying peoples futures and destinies while at it,

Or the Federal Government who appear to care very little about the Nigerian educational sector, after all, they can afford to send their own children to study abroad.

No matter how you look at it, in the end, people's lives are being affected.

Imagine doing a 5 year course for over 7 years. How awful is that?

Not to mention other awful things we go through in this country. 

It just goes to further show you that in Nigeria, and life in general no one really cares about you. 

Everyone is after their own profit. They only do what they stand to gain from.

The system is rigged against the common man, 

And it is unfortunate that most times, we can do little or nothing about it. 

That's why when it comes to taking important decisions that will impact your life positively and profit you in the long run, you shouldn't think twice, worry about other people or let them get in the way of your progress,

Because most of the time, those people you care so much about wouldn't hesitate to choose their own profit over you anyday, anytime.

So why not go ahead and do what you gotta do? 

One of such decisions is by learning a skill; preferably a High-Income Digital Skill.

And if you ask me anytime, I'll tell you that the best skill to start learning, no matter the niche you end up in, is Copywriting.

Because no matter your niche, you need sell, and without the copywriting superpower, you will find it difficult to sell, or to sell more than you are currently selling.

And by the way, if you're ashamed of selling, allow me to officially announce to you that 

Sapa will be your friend. 

Sell shamelessly.

Talk about your products and services.

Make noise about what you do.

Either that, or allow sapa to deal with you small.

PS: Even if you have a job, it wouldn't hurt to have a little extra income now would it? 

That said, I want to talk about the importance piece of your headline that could potentially ruin your copy and confuse your reader if done wrongly.

And what is this important piece?

It's called your primary promise. 

Or as my mentor Dolapo would say, "The One Belief".

Your product probably has a whole lot of benefits and I'm sure you will be tempted to mention some of them in your headline or maybe even all. 

Resist it . 

You will only end up confusing your audience if you start bombarding them with benefits here and there when you haven't gotten them hooked into reading your copy till the end. 

What do I do then? You ask,

Here's what you should do. 

Look for the biggest benefit of your product,

Or the biggest problem your prospect is facing that your product helps solve. 

Take that Biggest benefit and use it to make your primary promise in your headline. 

Make them believe in that biggest benefit that your product can do for them and use it to reel them. 

Then in later parts of your copy, you can mention other benefits of your product and those ones will just be the icing on the cake. 

For example, if you're writing a copy for a diabetes product, you could say something like:

"Breakthrough Research Uncovers Overlooked Nutrient Formula That Guarantees Diabetes Patients Will Never Lose Their Legs" 

Here, your primary promise or "one belief" to your prospect (a diabetes patient) is that they will not lose their legs, which is probably their biggest fear about the disease. 

Just take that big fear and turn it into a big emotional promise and watch the magic unfold. 

And how do you find out that fear? 

It's easy. 

Conduct research. 

I hope this makes sense to you ? 

That's all I've got for you today. 

See you tomorrow. 

To your digital success, 

King Danisan™.