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Advice You - Are Your Headlines Missing These Precise Psychological Triggers?
Are you avoiding learning about headlines because you’re not a copywriter? Better not, because no matter whether you make a PowerPoint Presentation, sales call, or write an email, you’re going to need this information. The last thing you need is a headline that will go glug glug and take your marketing strategy down with it.
Ok, now that I’ve got your attention, belt up as we roller coaster our way into the science of how to
Ok, now that I’ve got your attention, belt up as we roller coaster our way into the science of how to
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
recognise the power behind the headline. Find out for yourself the precise psychological reasons why headlines entice us so.
How We’re Going to Play the Headline Game
Let me play tour guide. First, I’ll give you three sets of headlines that really work. I’ll identify the trigger in the headline. Then I’ll tell you the psychological reasons WHY they work. Right after that you take over and implement these headlines in your
How We’re Going to Play the Headline Game
Let me play tour guide. First, I’ll give you three sets of headlines that really work. I’ll identify the trigger in the headline. Then I’ll tell you the psychological reasons WHY they work. Right after that you take over and implement these headlines in your
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
arketing strategy. Comprende? Si? Let’s go.
Psychological Trigger No. 1
Question-Based vs. Statement-Based Headlines
Do you make these mistakes in English?
Do you know where you fail in your marketing strategy?
Is Internet marketing driving you crazy?
Ladies and Gentlemen…Presenting the question-based headline! A headline that beats the living daylights out of a straightforward statement-based headline.
Psychological Trigger No. 1
Question-Based vs. Statement-Based Headlines
Do you make these mistakes in English?
Do you know where you fail in your marketing strategy?
Is Internet marketing driving you crazy?
Ladies and Gentlemen…Presenting the question-based headline! A headline that beats the living daylights out of a straightforward statement-based headline.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
When tested, a question like Do you know where you fail in your marketing strategy? gets far more attention than This is where you’re failing in your marketing strategy. Which one would get your attention more: Don’t struggle to pay your bills or Are you struggling to pay your bills?
So why does the brain go wakawaka when faced with a question - based headline? The reason is simple. Questions irritate the brain causing your
So why does the brain go wakawaka when faced with a question - based headline? The reason is simple. Questions irritate the brain causing your
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rey cells to do a neurological dance. The very sight of a question mark forces your brain to want to know more.
Do you have a statement in your headline? You do, huh. Well swap it around for a question and then move to psychological trigger No. 2.
Psychological Trigger No. 2
Problem-Based vs. Solution-Based Headlines
Struggling to get ahead in your small business?
Is your computer's lack of speed driving you
Do you have a statement in your headline? You do, huh. Well swap it around for a question and then move to psychological trigger No. 2.
Psychological Trigger No. 2
Problem-Based vs. Solution-Based Headlines
Struggling to get ahead in your small business?
Is your computer's lack of speed driving you
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
razy?
Is your marketing strategy missing a vital link?
Now that you know the power of questions, these are double whammy headlines! They not only get your brain whizzing like a wind-up toy, but they also bring to the fore a pain in your brain. If your brain is doing mental aerobics right now, it’s because these headlines are causing you some real grief and you are the precise target audience.
You identify with these pr
Is your marketing strategy missing a vital link?
Now that you know the power of questions, these are double whammy headlines! They not only get your brain whizzing like a wind-up toy, but they also bring to the fore a pain in your brain. If your brain is doing mental aerobics right now, it’s because these headlines are causing you some real grief and you are the precise target audience.
You identify with these pr
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
oblems and are keen to solve them. The brain is fixated with solving problems. It’s a basic survival instinct kicking in. For thousands of years, the brain has been moonlighting.
While its primary function is to make sure the rest of your body parts do what they’re supposed to, its side job is to keep you alive. Therefore it actively goes in search of potential problems you may have, and when it sees one in the headline, it
While its primary function is to make sure the rest of your body parts do what they’re supposed to, its side job is to keep you alive. Therefore it actively goes in search of potential problems you may have, and when it sees one in the headline, it
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ays, “That’s for me!” and goes straight for the problem-based headline.
Yet look at most of the advertising around you. It’s all solution based. You see it, then you don’t. Recycle your solution-based headline into a nice problem-based power pack.
Done it? Ok, let’s go screaming in to psychological trigger No. 3.
Psychological Trigger No. 3
Curious vs. Non-Curious Headlines
Notice the headline for this article? I
Yet look at most of the advertising around you. It’s all solution based. You see it, then you don’t. Recycle your solution-based headline into a nice problem-based power pack.
Done it? Ok, let’s go screaming in to psychological trigger No. 3.
Psychological Trigger No. 3
Curious vs. Non-Curious Headlines
Notice the headline for this article? I
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
has the word these in it. These implies there are certain psychological triggers. Now how the heck will you know which ones they are if you don't start reading this article? Sure you might be the living guru of marketing headlines, but even you can’t be one hundred percent sure.
You’ll take a peek, you think. A small peek. And you do, except it’s a very slippery slide once you get on, my friend.
A skillful communicator kno
You’ll take a peek, you think. A small peek. And you do, except it’s a very slippery slide once you get on, my friend.
A skillful communicator kno
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ws that he or she must get the curiosity factor to move bag and baggage into your headline. It’s the key to literally sucking in an audience. Then it’s really up to the quality of the content, flow and your ability to keep your audience mesmerised.
Headlines with curiosity work because the brain is intensely curious. Tell a person not to look behind the door, and they want to look. Tell them they cannot have something and th
Headlines with curiosity work because the brain is intensely curious. Tell a person not to look behind the door, and they want to look. Tell them they cannot have something and th
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
y want to know why. Analysis is all part of Mr. Brain’s job.
Every question needs to be answered, otherwise it pounds in your head like a jackhammer with questions that incessantly go Why? Why? Why? (Read the Power of Why) When you create a curiosity factor, you are literally switching on every single light in your customer’s brain.
Headlines with a HOW TO in them are typical curiosity-based headlines. They imply a problem
Every question needs to be answered, otherwise it pounds in your head like a jackhammer with questions that incessantly go Why? Why? Why? (Read the Power of Why) When you create a curiosity factor, you are literally switching on every single light in your customer’s brain.
Headlines with a HOW TO in them are typical curiosity-based headlines. They imply a problem
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
hat you might have and need to solve. And to prove my point, look at the next line and see how your eye goes wham, right into it!
How to Construct Headlines Without Making a Complete Mess of Things Let me show you how I’d go about it. For instance, I wrote a lot of potential headlines for this article. These were the final four:
1) Psychological Reasons Why These Headlines Work Like Magic
2) Which Precise Psychological R
How to Construct Headlines Without Making a Complete Mess of Things Let me show you how I’d go about it. For instance, I wrote a lot of potential headlines for this article. These were the final four:
1) Psychological Reasons Why These Headlines Work Like Magic
2) Which Precise Psychological R
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
easons Cause These Headlines To Work Like Magic?
3) Is Your Marketing Strategy Missing These Precise Psychological Triggers?
4) Are Your Headlines Missing These Precise Psychological Triggers?
Let’s Get These Guys on a Couch, Shall We?
1) Psychological Reasons Why These Headlines Work Like Magic
This headline had only one of the features above. It had a curiosity factor. However, it lacked a question and it certainly sco
3) Is Your Marketing Strategy Missing These Precise Psychological Triggers?
4) Are Your Headlines Missing These Precise Psychological Triggers?
Let’s Get These Guys on a Couch, Shall We?
1) Psychological Reasons Why These Headlines Work Like Magic
This headline had only one of the features above. It had a curiosity factor. However, it lacked a question and it certainly sco
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ed a big zero on the problem factor. Needless to say, it soon backspaced itself into oblivion.
2) Which Precise Psychological Reasons Cause These Headlines To Work Like Magic?
Ooh, this one was pretty powerful. It had the question. It was packed with curiosity, but it kind of fell flat faced on the problem audit. Goodbye, Monsieur Headline.
3) Is Your Marketing Strategy Missing These Precise Psychological Factors?
This on
2) Which Precise Psychological Reasons Cause These Headlines To Work Like Magic?
Ooh, this one was pretty powerful. It had the question. It was packed with curiosity, but it kind of fell flat faced on the problem audit. Goodbye, Monsieur Headline.
3) Is Your Marketing Strategy Missing These Precise Psychological Factors?
This on
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
scored on all points. Curiosity, problems and question sat merrily together, expecting me to be as pleased as punch. I was, till I noticed one little discrepancy. It was appealing to the wrong target audience.
This headline would attract people who were interested in marketing strategy not headlines. They would come in, find themselves in the wrong room, drink a glass of wine and sneak out. I needed people to stay for the p
This headline would attract people who were interested in marketing strategy not headlines. They would come in, find themselves in the wrong room, drink a glass of wine and sneak out. I needed people to stay for the p
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
arty. I needed people who were interested in headlines. People like you. Inevitably, I had to refine it just a little bit. And here’s what I came up with.
4) Are Your Headlines Missing These Precise Psychological Triggers?
I personally believe this one was the most powerful of the lot. If it were a guy, I’d let him marry my daughter (if I had one) and give him my blessings. This headline not only encapsulated all the trigge
4) Are Your Headlines Missing These Precise Psychological Triggers?
I personally believe this one was the most powerful of the lot. If it were a guy, I’d let him marry my daughter (if I had one) and give him my blessings. This headline not only encapsulated all the trigge
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
s above, but it was precisely positioned. It went for a niche audience and got their full attention.
What’s Abraham Lincoln Got To Do With Headlines? Abe apparently said, “If I had six hours to chop down a tree, I'd spend the first four sharpening the axe.” Your headline is what you need to spend most of your time sharpening.
You see, people are always in their own world, thinking about their own problems. If you don’t sna
What’s Abraham Lincoln Got To Do With Headlines? Abe apparently said, “If I had six hours to chop down a tree, I'd spend the first four sharpening the axe.” Your headline is what you need to spend most of your time sharpening.
You see, people are always in their own world, thinking about their own problems. If you don’t sna
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
them out of their reverie, you don’t have the slightest chance of getting them to buy in to whatever it is you’re selling.
There’s Also Another Dimension to this Sharpening Gig
You can’t be totally satisfied with the headline merely if it fits these three parameters. That is the science, not the art. The art is getting inside the brain of your customers. You'll find that a slightly different headline will bring in as much
There’s Also Another Dimension to this Sharpening Gig
You can’t be totally satisfied with the headline merely if it fits these three parameters. That is the science, not the art. The art is getting inside the brain of your customers. You'll find that a slightly different headline will bring in as much
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
as twenty to two thousand times better returns without any change in content.
The only way you can know which one works better is to test headlines. Testing isn’t as hard as you think. Put it in an email and send it to a dozen friends and colleagues. You’ll soon get a pattern and probably some valuable feedback. Take it. It will help you carve a headline that will really get your customer’s attention.
Do You Need All Three
The only way you can know which one works better is to test headlines. Testing isn’t as hard as you think. Put it in an email and send it to a dozen friends and colleagues. You’ll soon get a pattern and probably some valuable feedback. Take it. It will help you carve a headline that will really get your customer’s attention.
Do You Need All Three
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
sychological Triggers Working at Once?
No you don’t. A headline can work perfectly well with one or two of the above psychological triggers.
In life, three may be a crowd, but in headlines, it’s the more the merrier. Use the power of headlines in your marketing strategy, your PowerPoint presentations, sales calls, emails, newsletters, and even articles like these.
Better headlines mean better bottom lines. Simple logic, eh
In life, three may be a crowd, but in headlines, it’s the more the merrier. Use the power of headlines in your marketing strategy, your PowerPoint presentations, sales calls, emails, newsletters, and even articles like these.
Better headlines mean better bottom lines. Simple logic, eh
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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