The “Wish” Method Of Headline Creation

OK, this is one of the simplest and most elegant marketing lessons I’ve stumbled upon in a while.

I was hanging out in NYC last week when my buddy David Zenreich told me about the “I Wish” method of headline creation. (Dave got it from somebody else, but neither of us could remember where.)

It goes like this:

When you’re trying to gen up a headline for a letter or a video, simply write out what your prospect “wishes” would happen . . .

So if you’re selling a weight loss product to women you would write . . .

“I wish I could go to sleep tonight fat and wake up slim and healthy, finally able to slip into my skinny jeans.”

Then you just chop off the “I Wish” part and voila! Instant headline:

Astonishing medical breakthrough reveals how you can . . .
“Go To Sleep Fat And Wake Up Slim And Healthy . . . Finally Able To Slip Into Your Skinny Jeans.”

It’s a such a simple idea (and such an easy way to teach folks how to write BENEFIT oriented bullets and headlines) I’m shocked I’ve never heard of it before.

So whoever came up with this idea . . . good job!

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