Headlines That Aren't  Pre-emptive Don't Sell!

The Magician, The Hairdresser and The Piano Man.

Dear Friend,

Now listen close to why I am saying this. The lesson can mean more sales and less waste.

As you might know, I come from a hair and beauty background. Maybe I'll tell you more about that at a later date.

For now though I made a huge discovery that was to totally transform my salons and hundreds of salons worldwide (via my online salon consultancy).

It was this.

Clients NEVER pay for a haircut! Yes I said, ... clients that go into salons and have their hair done NEVER pay for a haircut.

What do I mean?

Okay lets chew this one right down here.

A client looks in the mirror at home. She might hate what looks back at her. Her once youthful face is aging. Her soft delicate, peach-like skin is creasing. Her thick bounce filled hair is flat, lifeless and dull.

Bottom line; She feels like crap!

They she calls her local hairdressing salon and books a haircut.

She arrives into the salon. The stylist asks that numbing questions which is ... "what are we doing to your hair today?" ...

She, with her head pointing down, feeling like crap simply says ... "tidy up please"

What just happened?

Hang on in there this relates directly to copywriting.

What Was The Problem With The Stylists Consultation (or lack of it)?

He thought the she, the client wanted a haircut. No she didn't, she wanted to ...

Look and Feel Amazing!

If he had said to her ...

"How about I change your hair today and make you look absolutely fantastic?"

How do you think she would have reacted?

YAHOOOOOOOOO ... YES PLEASE ... I would love, love, love you to make me look incredibly sexy so I feel good.

The stylist should have got inside the clients mind to find out what she was really thinking about. If he had known exactly, he would have made more sales.

I know this for a fact. When I was still cutting hair I always sold (and trained my staff to sell) look and feel good, never haircuts. After all that is what a client wants, not just another boring haircut!

What Has This Got To Do With Copywriting?

It's about 3 things.

1. Pre-emptive Thinking!

2. Pre-emptive Thinking!

3. Pre-emptive Thinking!

Let me give you an example.

Here is the headline I wrote using ... PRE-EMPTIVE copywriting.

Can you see the difference?

The first one sells the HAIRCUT or the product.

The second one enters the thinking of the target and taps into their mindset.

Beetle drivers do not buy cars, they go into a relationship with something they totally love, adore and are passionate about.

They meet each other on streets and talk about their bug or splitty or ratty or ghia or type 34.

I know for a fact ... most are NOT normal (I am now on my 3rd Beetle)

Lets do it once again using a hair salon example.

Again headline below using pre-emptive copywriting.

This headline raises a question. The target is forced to answer. Read the question... and now imagine a salon prospects mind.

The headline is targeted at someone that is thinking ... "I need to change my hair"

So when the headline runs ... "PRE-EMPTIVE COPYWRITING" ... it flicks the switch in the prospects mind that then in turn create a reaction.

Here's my own observations on most copy written headlines today.

1. Most are weak and would not get a reaction from a dead man!

2. Most are copy-cat-re-hashed-trash that is over worked and overused (although I believe clichés will work forever unless men stop speaking to each other)!

3. Most haven't discovered pre-emptive copywriting and carry zero power to influence or persuade.

Did you learn anything here?

In simple terms you must get inside the brain of your customer, discover their thoughts and stick them in your headlines if you want a reaction!

At my fast approaching *RETREAT* I'll reveal to you exactly HOW to create *pre-emptive copy*

---------------------------------
It's here at ...
http://www.orangebeetle.com/retreat
March 24th, 25th, 26th.
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Mentor Client: Steve Winder Is The Magician, The Hairdresser and The Piano Man.

He is also one of my private mentor clients. He really does amazing magic. Once he made his finger glow like E.T. at a MasterClass of mine.

He also made things vanish and then come back and do all kinds of mental tricks.

And ... he plays a mean Piano. At one of my Master classes Steve entertained us playing Elton John tracks all night. How cool!, like Elton John!

Can I tell you why he loves me? Or should I let him tell you? Okay, enough of me, here is Steve...

NOTE: This is copy and paste direct from Steve's email to me. I have added some small headlines for readability.

From: Steve Winder [mailto:stevewinder1@yahoo.co.uk]
Sent: 13 March 2007 12:44
To: Alan Forrest Smith
Subject: testimonial for Alan

Dear Alan,


I thought I would drop you a line to keep you up-to-date on my progress. Not sure if you remember but you probably do that I started from scratch on the Internet in May 2005.

I remember looking at the Internet and being completely baffled by how on earth do you get a website online up and running and making money


Now I have been doing this off-line for some time as you are aware I have two hair and beauty salons that are doing very well, however you that showed me how to make them more successful using marketing and copywriting skills.

Like yourself I have been a hairdresser for the past 27 years, 17 years of that I was managing salons and a business owner for the last 10 years.

I spent eight of those years training other hairdressers, lecturing and teaching communication skills. So I thought that I was pretty good at communication well I am, but you have shown me how to be conversational with my copy!

So anyway my point to create a website about how to manage a hairdressing salon. I had to learn loads of new skills how to build websites, how to upload it, how to make it so the search engines found it but the great thing for me Alan, was you were there as my coach, trainer and business advisor.

From Novice To Number One

I have gone from complete novice two years ago to now being at number one or number two of the top major search engines, getting some fantastic results.

In one week just before Christmas 2006 my site brought me in £1000 and now consistently earns me £300 to £400 a week. wow!


Not bad in two years... my traffic stats or how many people visit my site as an average 1500 visits a month and if you think about it this is a niche website and it's growing the all the time.

The other thing that's been great for me, is to be able to create my own marketing materials and use them in the Salon's and then to test and measure there success.

Fantastic Success

For example using some of the things that you have shown me Alan we did one simple text message to our clients on a very quiet week last month and sent off 200 text messages we had 46 people respond to an offer! which in my book was a fantastic success.

That meant that we were fully booked and pulled in an extra £1150.00! cost for the whole thing was £24.00 pretty good return ah

We used the recommend a friend vouchers and other vouchers and flyers and got a brand new stylist fully booked in 12 weeks where as it usually takes 2 years as you know!

Easy Access Support

The thing I've enjoyed Alan working with you is it you have been there had a real business and therefore understand what it's like sometimes how lonely it can be and of course help stressful it sometimes is.

So it's been absolutely fantastic to be able to get onto the phone or by e-mail or Skype and run ideas past you and get your advice. And the thing I love with you is that you are a realist.
 

An Extra £2,000 A Week

I would comfortably say that due to your coaching advice and all the other things he helped me with that across the two businesses you have helped me grow it by at least £2000 a week consistently.

So credit to where credit is due thanks mate. Just thought it was important to give you some feedback and some praise as I wonder sometimes how often people drop you a line to say thanks, I know you get paid for what you do but you always go the extra mile and actually really truly want people to succeed in what they do.


Cheers Alan

Would You Like To Be One Of My Mentor Clients?

It's easy here's how ... Join me at the RETREAT!

Your success is closer than you think.

A Non Conformists Successful  Guide To Your Copywriting Business

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