Great overview of those 65 words.
When looking at a headline I’m not sure
that the prospect thinks about a salesperson
its when they read the headline and it triggers
emotions thats all he can think about and pulls
any thought of a sales pitch and if emotions are
there the prospect then in some sense beliefs what
he is reading creating trust.

Ron

I think the comment about your photo is missing the point you make; you’re in a business suit and the byline to your headline starts with “business-building secrets…”

It would lose impact if you were in a T-shirt, PJ’s, or swimming costume!

Now, working the wordsmithiness in my own mindset to come up with the copy is the next challenge. Cheers, Clayton, good stuff.

Great article as always. While I do not doubt for a minute the power of a great and emotive headline in any communication, there is also huge communication power in pictures, even small ones. I’d like to use the header to your web page as an example. First the bad news. You in a suit does not communicate the image of the great copy guru that you are but that of the ordinary (car?) salesman trying to build trust by being dressed in a suit - somehow not a believable human. The image is neither jarring nor memorable much like an ordinary unconvincing headline. On the other hand the less formal picture is near perfect, relaxed, welcoming and believable, someone who knows what they are talking about. This is important, after all you are in the most part addressing creative people.

BINGO :-
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"It eliminates the “salesman/prospect” dynamic: Recognizing how we all feel when confronted by a salesperson – uncomfortable, skeptical, guarded – is also a powerful “dominant emotion” technique. "
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This is a biggie for me as I find myself balking when going to write the latest copy package for my website. I want readers to be able to opt in and get benefit from the newsletter. I don’t want to sound pushy or "sales like".

So this article is a "huge" help to me this morning. Sitting here at my desk, not feeling so lost

Thank  you - now going to get a coffee, park the body in seat and write!

Wishing you continued success,

Sue in Aus
http://www.marketingforlife.com.au

I love this article and all the articles you\’ve written about dominant emotional copy. Can you get the links to the images on this page to work so I can study them as I read the article? Thanks