🤔 Dumb it down

🧠 IN TODAY’S EMAIL

• 🧪 Hook Science:

  • Get more clicks by dumbing it down.

• 💡 A Clickable Content Idea For You:

  • How successful people in your niche achieve their biggest goals.

  • Headline template included 👍️ 

• 🏅 Hook Of The Day:

  • This 1-page letter brought in 20,000 orders/day.

🧪 HOOK SCIENCE

Get More Clicks By Dumbing Down Your Headlines

Which headline would you click on:

• “This Ultra-Light $35 Kitchen Mop Was Voted #1 By Cleaning Pros”

• “This Economical And Featherweight Kitchen Mop Is Championed By Cleaning Maestros”

Probably the first one, right?

A harsh, but fair rule-of-thumb:

The audience is looking for any excuse to ignore your content.

A headline is essentially a job application.

You’re applying for their attention and making a case for why your content is worthy of their time.

Writing a long-winded or confusing headline will lead to the content getting ignored.

Cut the fluff and get to the point.

Avoid the following:

• Complex language or jargon

• Vagueness

• Irrelevant details

• Abstract or cryptic phrasing

Let the audience know exactly what’s in it for them with the minimum number of words.

🧠 Why It Works:

• Cognitive Fluency: Simple headlines require less mental effort to process — the benefit of the content is clearer.

• Accessibility: Headlines that can be understood by a wider audience will inevitably get more attention.

💡 A CLICKABLE CONTENT IDEA FOR YOU

How Successful People In Your Niche Achieve Their Biggest Goals

🔨 Your Headline Template:

🔎 The Inspiration:

🧠 Why The Headline Works:

• Aspiration: It taps into a universal desire for success — this motivates the audience to learn from successful people in the niche.

• Pain Point: Finishing with “why you can’t even [x]” touches on a pain point — it’s bold and grabs attention.

🔁 How To Adapt It For Your Niche:

1. Pick A “Big Goal”: A major objective in your niche that successful people have achieved.

2. Pick A “Small Goal”: Choose a specific challenge or obstacle commonly faced by beginners in your niche — it should relate to the big goal you’ve already picked.

3. Give Actionable Advice: Insights and strategies on how to achieve the big goal while overcoming the challenge/obstacle.

💨 Speed Things Up With ChatGPT:

Not sure where to start?

Copy and paste the following into ChatGPT after filling in your niche.

Hi ChatGPT,

I'm a content creator in the [insert niche] niche and I want to create a piece of content using the following headline template: 

"How Successful [People In Your Niche] Achieve [Big Goal] (+ Why You Can’t Even [Achieve Small Goal])".

It's modeled on the following headline:

“How Successful People Achieve Multiple Goals (+ Why You Can't Even Manage One)” 

Please provide 10 tailored headline ideas that follow the headline template and resonate with my niche audience. 

🎨 Examples Using The Template:

For Creators:

• Fitness: “How Pro Athletes Achieve Olympic-Level Endurance (+ Why You Can’t Even Run 5K)”

• Photography: “How Landscapers Build Award-Winning Rose Gardens (+ Why You Can’t Even Keep One Alive)”

For Businesses Doing Content Marketing (B2C):

• Parenting: “How Some New Parents Get Great Sleep (+ Why You Can’t Even Get 4 Hours)”

• Music Education: “How Pro Pianists Practice For 6 Hours A Day (+ Why You Can’t Even Do 45 Minutes)”

For Businesses Doing Content Marketing (B2B):

• Digital Marketing: “How Successful Instagrammers Go Viral (+ Why You Can’t Even Get To 10K Followers)”

• HR Consultancy: “How Businesses Achieve 90% Employment Retention (+ Why You Can’t Even Get 25%)”

🏅 HOOK OF THE DAY

Gary Halbert’s “Coat Of Arms” Letter

Master copywriter Gary Halbert mailed this 1-page beauty to more than 600,000,000 people over 30 years.

A personalized letter selling family crests and associated historical information.

At its peak, this simple letter was bringing in an eye-popping 20,000 orders per day.

Here’s the hook:

How could anyone with the name Macdonald not read on for more information?

🧠 Hook Psychology

• Exclusivity: By appealing to a sense of heritage, the letter triggers feelings of pride and importance.

• Ownership: The mention of a “family coat of arms” immediately creates a sense of ownership — we value things more when we own them (see the “Endowment Effect”).