How to Write Headlines That Attract Your Very Best Prospects [Samples Inside]

Good morning. Do you ever see those bus benches that say bus bench advertising works and you can't deny it? It's like they got you. You're absolutely right.

Well, you know the way that those things work is because they've written a headline that is attracting exactly their prospect. If you think about just that bus bench example, there's somebody who's considering or has a preconceived notion about bus bench advertising and as soon as they see they're looking at the bus bench and the message says bus bench advertising works, they can't deny you've proven that your thing works. I was driving down the highway just outside of town and there was a billboard kind of obscured behind some trees and the billboard said billboards work and then it said even when they're behind trees or even behind trees cuz immediately that's the thought that I was having. You're thinking I wonder do billboards even work?

But if your your idea is to get the attention, to get the eyeballs of your prospects to convey a very simple message, you only have a few words. I mean, we talked about this idea of the three or four words. If you can convey on a contextual level what it is that you do in three or four words, think about this headline idea as an amplifier to really now nail it home and be crystal clear on what it is. So, I think about stop your divorce.

Crystal clear. You know what this is immediately about. But the headline that we wrote for this uh offer about the book is how to stop your divorce or lover's rejection even when your situation seems hopeless and you're the only one who wants to stop it. That little bundle of words gives people clarity.

It gives them hope. It gives them a sense that this is for me. That's what we're really trying to do here. One of the things that I was uh have done for all of these years in my journals is just constantly writing headlines, pages and pages and pages of headlines.

I've probably well for sure I've written thousands of headlines because so much of it 80% of the work is in what you write with the headlines. I was just looking through these are headlines that I wrote in 1997 that I still use to this day. So I'm looking and I'm you know not every not they don't all make the cut. Some of them have the check marks that are integrated into uh deeper works.

Right? So one of these things uh why buyers love model homes and how to make your house show like one. That's one of the fascinations and chapters in a book called How to Sell Your House for Top Dollar Fast. How to find out what your house is worth for free over the phone.

How to avoid the six most expensive mistakes smart people make when they buy or sell a home. How a 25cent upgrade could net you an extra $500 to $1,000 more when you sell your house. Now there's curiosity in this. But by the way, you can use these formulas.

You can if you deconstruct what a uh headlines that work on you. If you deconstruct the formula, you just look at the patterns, you look at the words, and there's a good chance that they're probably going to start with how to. How to is a great uh way to to start something because it forces you to put some kind of transformation in there. But here's some others.

When to put your house on the market to get the best possible exposure. So I look at that that one when you do this when to and insert this thing uh insert whatever somebody's deciding to do to get the best this when to book your summer cottage rental to get the best possible price. When to book resorts to get the best possible price. when to book an airline ticket so you get the best possible price or you know you start to look through these and headlines are everywhere right one of the very best places that you can look is in uh Eban and I would we'd play a game where whenever the new Cosmo magazine we're probably two of the only men that had a subscription to Cosmo magazine and when Cosmo magazine and Women's uh um Women's Day magazine and Homemaker.

Uh but we would have all these ones that would arrive and I would use them as prompts to write the headlines that we would use. So, we would play a game when it arrived. We would independently write all the headlines that we could imagine. We'd look for the patterns and we'd look for ways to fill those in.

You know, it's a pretty interesting thing. This was a good one. How to sell your house for nothing down and still get all cash on closing. So, if you're saying that like I look at the formula at work on this one is that people might have been or were sort of afraid that well if they sold their house for nothing down that they wouldn't get any money uh they wouldn't have the money from the u from the sale because it felt like oh that means that there's not going to be any money to pay me.

But when you say how to sell your house for nothing down and still get all cash on closing now it's like oh you've removed the the hesitation or the reason that they might have thought about not thought about this that that um billboard behind the trees was a good example of that. You know billboards work. You can't argue that because you're looking at it. If the job of work of the billboard is to attract somebody's eyeballs and convey a message, you just fell for it.

You you're proof right there that fact that you're reading that message. And then when you say even behind trees, it overcame and acknowledged that even though this billboard's behind trees, you still saw it. So, there's a real interesting um exploration that you can do. They're all around you, right?

Um I look at this how to find out what houses in any neighborhood are really selling for and how long it takes. I mean, and that's engaging curiosity that people have about something. Why most real estate advertising will never sell your house and what to do about it. So if I look at just the headline formulas that I can see just on these two pages is when to is one of the examples to get this big benefit.

When to do this to get this that's a great thing. How to is one of those uh big things to whatever the benefit is. a little known designer secret that could net you $500 to $1,000 more when you sell your home. That one evolved into how a 25cent upgrade could net you an extra $500 to $1,000 more when you sell your home.

The secret of that was upgrading to a brighter, warmer light bulb. And that was a because brighter homes sell for more money. I had seen a study that uh that showed that. So, anything you can do to stack the evidence, cuz that's really what we're doing is we're building a case for presenting your argument for why people should work with you, collaborate with you to get the outcome that they're looking for.

And the fact that you're listing these things, how to and when to and why, why buyers love model homes and how to make your house show like one. Anything that you can think of why buyers love or why homeowners love or why whatever, why kids love this and how to get them to do this. Anytime you can get on the side of your prospect and helping them do whatever it is that they want to do, that's a big advantage. And your shortcut, your entry, the minimum requirement to be able to do it is to get them.

They're on to me. The headline police that the that headline is the requirement. If you can't capture their attention there, no matter what else you say is going to matter, you've got to be able to articulate clearly what you're going to uh convey to people. So, if I could gift you with the energy and the curiosity and the discipline to just go through this exercise of writing headlines, just think about it.

What would it take to write 25 headlines on two sheets of paper just for your business? Just think about that and how it's going to improve the way that you communicate ultimately what it is that you do for people. I got a funny email the other day from Rick. It says, "Dean, question.

Are you saying you can teach me to make fat stacks by hanging out at a pub drinking coffee like you?" And I laughed to myself because I was thinking, you know, yes, I I can do that. That's what I do. is the funny thing.

What I really realized is that every idea that I've had, every dollar that I've made over the last 30 years has gone through my brain, through my pen onto a piece of paper in my journal before it went out into the real world. And if I can turn people on to that activity as a driver for what to do, what to think about, what to ask yourself to draw out, what the next most valuable action is for you, and how to find the most profitable things that you can install in your business. I'm all for it. So this Friday at 100 pm I'm going to do for the first time a 50inute profitfinder workshop and you're going to join me live on Zoom and we're going to go through a 50inute exercise.

Bring your pen. Bring a notebook or piece of paper. And I'm going to guide you through a thinking process that will help you identify where the lowest hanging fruit is in your business and maybe some fruit that you didn't even know was there. But I'm going to show you where to look for it.

So, it's free. It's for you. m. this Friday.

Just watch. Go to What did we call the website, Josh? >> 50inut profitfinder. m.