This is very short.

I just read this little headline in the news.

Please, just read it all and digest what I am saying, it'll help you to understand how adding certain words can increase the effectiveness of your copy very quickly.

Okay, this is the headline.

Study: Antioxidant Vitamins May Increase Health Risks

So, what's the big deal here?

Well here's the question; can the headline be stronger?

Let's break the headline down WORD by word. Okay? Now listen close this stuff is a science. Here goes ...

Lets check out the headline in more depth.

Study: Antioxidant Vitamins May Increase Health Risks

First word is STUDY.

Now the word is strong because it suggest research. When something is researched it of course carries more weight and more punch as an authority.

However, can we add to it's weight and punch?

Let's see what happens when we add another 3 words.

Harvard Medical School Study:

So, we have taken 3 words and added them.

Why do they add weight?

The answer is simple.

a) This is a *World famous educational hospital*. Simply by association the headline now carries added weight and authority.

b) The word *hospital* in itself add credibility

c) The word *school* suggests a place of learning, education and again authority.

So the headline read

"Study: Antioxidant Vitamins May Increase Health Risks"

See how small tweaks can add weight and power, read it again now,

"Harvard Medical School Study Reveals: So-Called Health Giving Antioxidant Vitamins May Increase Your The Risk of Heart Attack!"


Okay I have added a few more tweaks but can you see the difference?

Can you see the added power?

Can you apply this simple technique to your own copy?

Hope this helps you.

Alan


Orange Headquarters
Copywriter and Copywriting from Alan Forrest Smith at Orange Beetle for direct response copywriting.

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Email: alan@orangebeetle.com
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