M6 - L6 - Intros and Headlines

In this lesson I’m going to start to share some copywriting tactics I personally use to build the content on my affiliate marketing websites.

You can certainly do your own research outside of this course and find other tactics that might suit your niche better than what I share here.

Just to be clear, copywriting refers to the occupation of writing text for marketing purposes. You never want to actually copy anyone's content online.

You can copy the general idea and outline of a piece of content, but you should always re-write it and make sure it’s original and unique.

A great way to make your content original is with your introductions.

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

- Leo Burnett

How to Write Introductions That Keep People Scrolling Down the Page to Your Affiliate Links

With a lot of money keywords, many people aren’t going to read your entire article.

Many people simply read the headline, the introduction, and then scan the page. When people read online, they tend to skim a lot. It's not like reading a novel.

There are some that do read more, but many people will type into Google “best cigars for beginners”, and check out the top listing and look for a top 5 list or the “best rated” product.

I like to think of the introduction as a chance to really connect with the reader and try to keep them on the page and keep them scrolling down to my affiliate links and various offers.

And no matter what type and format of content you’re creating, it will always have an introduction.

Here are 3 techniques for writing your introductions:

The APP Method is My Favourite Intro Technique

I first read about this technique from Brian Dean who has a very successful website called Backlinko.com.

The APP Method stands for Agree, Promise, and Preview.

Here’s how it works.

In your introduction you first want to make a statement that your readers will agree with.

Then as Brian Dean writes, you make a promise and “give them a peek into a better world.”

Finally the preview is where you explain exactly what your article covers.

Here are some examples:

Best Practice Routines for Guitar Players

Step #1: Agree

What can you agree on with someone who searches for the specific keyword?

Practice makes perfect.

You've probably heard that a thousand times right?

<THIS IS THE AGREE PART> "You've probably heard that before right?"

Step #2: Promise

The Promise is where you give them a peek into a better world.

But what if I told you that there are certain things you can add into your guitar practice routines to make them super effective, and way more fun.

<THIS IS THE PROMISE> "make them super effective and fun."

Step #3: Preview

Just tell them exactly what you have in store for them.

Here I want to highlight 6 things that every practice routine absolutely needs, in order to make your sessions more consistent and fun.

Making practicing fun? I think we have a winner.

<THIS IS THE PREVIEW> "6 things your routine needs."

How to Write a Song on the Guitar in 3 Easy Steps

Step #1: Agree

What can you agree on with someone who searches for the specific keyword?

Every songwriter has done it:

You're staring at a blank sheet of paper, trying to come up with your very first song on the guitar.

Do I start with the lyrics, do I start with some chords?

Have you done this before?

Trust me, we've all been there, and I know it seems really hard.

Step #2: Promise

The Promise is where you give them a peek into a better world.

But it doesn't have to be if you follow some of the basic steps provided by master songwriters.

And once you get one song under your belt, you can really start to create your own unique style to make you stand out from the crowd.

Step #3: Preview

Just tell them exactly what you have in store for them.

I've found 3 super easy steps that every songwriter must follow, but I also have some other cool recommendations for taking your skills to the next level.

The 5 Best Cigars for Beginners Your Local Smoke Shop Can't Keep In Stock

The AIDA Formula is Another Popular Way to Write Intros

Here is an example:

The Ultimate Guide to Buying Cigar Lighters

What if I told you that finding the best cigar lighter could benefit the planet.

Sounds weird, but did you know that over 350 million disposable lighters end up in landfills every single year?

A reliable lighter you will keep for years is something every cigar smoker must have, and you’ll be doing your part to save the environment. It’s a win win.

Below is a list of various kinds of cigar lighters every smoker should consider adding to their collection, so check it out.

Story Telling is Another Great Way to Start Your Content

I came across this particular technique from Derek Halpern who has a popular website called SocialTriggers.com.

Story telling in general has been a popular way to sell products forever, so Derek didn't invent this idea, but I did come across a blog post he wrote about "How to Make Boring Content More Engaging", and I found it useful and worth sharing here.

Feel free to look up other ways to incorporate story telling into your content as it's a great way to make your content unique.

In the article Derek talks about starting off your content with a 3 Sentence Rule:

Sentence #1: Context

Sentence #2: Inciting Incident

Sentence #3: Conflict

It doesn't have to be exactly 3 sentences, but the idea is to get to the conflict fast, and pull your audience in with the start of a story.

This might not work for every keyword, but when it does work, it can be quite engaging.

Here's an example:

How to Cut a Cigar No Matter What Tools You Have

Sentence #1: Context

So I'm meeting my future father-in-law for the first time, and he hands me a cigar.

Sentence #2: Inciting Incident

I nervously scan the patio and quickly realize there's no cigar cutter anywhere.

Sentence #3: Conflict

I attempt to bite off the cap of the cigar, and literally chew off the end.

You can add a bit more info to make it more dramatic and go over 3 sentences if you want to:

So I'm meeting my future father in law for the first time at his 5 million dollar cottage, and he hands me a cigar.

I nervously scan the patio and quickly realize there's no cigar cutter anywhere.

Then I notice him effortlessly bite off the cap of his cigar, and spit it out over the deck into the lake.

So I proceed to attempt the same thing, and literally chew of the end of the cigar, and completely ruin it.

Not a great first impression.

How to Write Headlines That Make People Curious and Interested in Reading Your Content

It's all about intrigue.

Your headline should make people curious and interested in learning more about what your content has to offer.

You often have a few seconds to hook the reader, and the headline is often the 1st thing they will read.

As we will learn more in the next module on Search Engine Optimization, it's important to include your keyword, or a variation of your keyword in your headline, but it's also important not to make the headline super boring.

Here's a quick example:

Boring Headline:

The Best Cigars for Beginners

Interesting Headline:

The 5 Best Cigars for Beginners Your Local Smoke Shop Can’t Keep In Stock

People have done extensive research into headlines and this example of an interesting headline will perform much better than the boring example. So it's worth doing these right.

All your content will have a main headline (H1 tag).

Here are some things to include in your headlines:

Here are some words that you may want to include in your headlines:

Here are some examples:

10 Amazing Cigar Humidors Which are Proven to Store Your Sticks at the Perfect Humidity

Revealed: 3 Simple Ways to Cut a Cigar Without a Cutter

5 Reasons Why Acid Kuba Kuba Cigars are My Favourite Flavoured Cigar

Here are The 7 Best Cigar Lighters That Every Type of Smoker Should Consider

5 Awesome Cigars for Beginners That Won't Leave Your Mouth Tasting Like an Ashtray

Discover the Secret Reason Why Cuban Cigars are Illegal in The United States

What about sub headlines?

An outline of an article is usually made up of a few sections, and these sections will have a sub headline.

Sub headlines are often a good place to insert related or variations of your main keyword when appropriate, and they will help break up the content of a page and make it much easier to read.

Remember, you don't want a huge wall of text in your content. You want short paragraphs that are easy to read. Most people just skim the content online.

If our main keyword is "cigars for beginners", related keywords you might want to include in sub headlines would be "mild cigars for beginners" or "good beginner cigar" or "starter cigars".

If it makes sense to include these in your sub headlines, then that's great.

Also, do your best to avoid boring sub headlines as well.

Here's a quick example:

Boring sub headline:


Interesting sub headline with a benefit:

Consider These Starter Cigars so You Can Avoid Getting Overwhelmed With All the Options Out There

If you can include a benefit in some of your sub headlines, that's great. It makes them more interesting.

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