Got your attention? Good, that kind of illustrates the topic of this post!

Copywriter Pete Godfrey, Australia’s own “Wizard Of Words” has made a couple of interesting posts on his blog ( “The Fear Of Loss Is More Powerful Than The Hope For Gain!” and “Persuasion Power…The Two-Sided Coin”) about the use of “negative” emotions in copywriting.

“Fear of loss” is one of them, hence the title of this post. There’s no doubt that most of us absolutely hate the idea of “missing out” on something. That’s part of the idea behind the use of the “scarcity” tactic in offers as well.

I know from my own experience that I have moved pretty fast when I’ve thought I was going to miss out on something that I really wanted. Recently, I heard about an upcoming workshop in September. There were only 30 places available but I figured I had some time before I had to book and pay over my money. About a week later, however, I got an email informing me that there were only 3 places left. I couldn’t get my credit card out quick enough!

So fear of loss can be a powerful tool to use in copy. The other thing Pete talks about it using negative emotions to stir people to action. The example he uses is guilt, but fear and jealousy are other emotions to use.

Master copywriter and teacher David Garfinkel calls this “Negative Optism” or the “optimal use of negative thinking”. You see, many of your prospective customers out there are mired in negative thinking and emotions. And sometimes, the best way to reach them is to meet them where they are, connect with them and then lead them out of that emotional swamp to something better.

It’s sometimes difficult to do because most copywriters and entrepreneurs tend to be positive individuals who take responsibility for their own lives. We instinctively shy away from wallowing in negativity. But it’s not about us. It’s about the prospective customer and understanding where they are coming from.

Be careful how you use “negative” emotions, however. Copywriter Carl Galletti advises that if “you throw someone in the water, don’t leave them too long!” In other words, use negative emotions or fear of loss to grab attention and stir up the problem but make sure you offer a solution and a way out. I’ve done a couple of critiques recently where the negativity has gone on way too long and become downright depressing!

So keep these ideas in mind. They are not used as often as the more familiar “hope for gain” approach and they can be very powerful.

Here’s another video from master copywriter John Carlton.  It’s #3 in his “Copywriting Checklist” series titled “Proving Credibility”

The point about “Proving Credibility” comes about halfway through and it’s quite subtle. It’s not the usual material about credentials and testimonials. It’s about how to present proof points and other elements of your proposition. John talks about presenting information in small chunks like “soundbites” and, in effect, building a ladder of proof.

Most of the rest of the video is about putting emotional impact into copy and salesletters. There’s a priceless moment 30 seconds into the video. Enjoy!

As far as I’m concerned, a copywriter can never have too many headline swipe files.  It’s a bit like the old adage that you can never be too rich or too thin!

Why are headlines so important?  Two reasons, in my opinion…

Firstly, as I’m sure I don’t need to repeat, the headline is what gets someone to actually start reading your ad.  Without that, you are toast!  The best body copy, offer and everything else is useless if nobody reads it!

Secondly, the headline and the headline deck should summarise concisely and in a compelling form the “Big Idea” behind your offer.  I don’t see this talked about too much but I view this as very important.  It both gets your message across to the potential client and helps the writer stay on track.  It’s a hell of a lot easier to write your copy if you have a clear idea to guide you.

Anyway, back to the main point of this post.  Lawrence Bernstein is the brains behind the “Ultimate Online Swipe File”, a collection of classic winning ads and campaigns.  Lawrence is currently updating the product and preparing a relaunch.  As part of that he is making available a free special report to his subscribers that contains 127 winning headlines from copywriting great Eugene Schwartz (of “Breakthrough Advertising” fame).

There are some absolute gems in this collection.  I’ve actually got access to many of the original ads and I have drawn on them several times in the past.

If you want this free swipe file then head on over to Lawrence’s site at www.Ultimate-Online-Swipe-File.com and sign up for his list.  Alternatively, head on over to his blog at www.InfoMarketingBlog.com where there are a ton of other great resources as well.

UPDATE: (October 2009)

The link above doesn’t appear to be “live” any longer.  But you can still get the swipe file by opting in at this link “127 Winning Headlines”.