As a copywriter this recent headline made me smile and caught my attention…
I imagine there would be a fairly large proportion of the population who had their curiosity aroused and had to find out more.
Which, of course, is what makes a great headline…inflaming that desire to discover more.
There are a couple of things to note about the headline.
Firstly, what ace copywriter John Carlton terms the “juxtaposition” of two elements that don’t seem to fit.
In this instance, you have the combination of the very ordinary (the bread, albeit slightly exotic because it’s French)…
…with the outre (LSD).
Add to that what I will call the “mysterious character” in the form of the CIA…
…and you have a fairly potent headline.
Certain organisations, individuals and character-types have acquired a certain mystique.
For whatever reason, we credit them with unusual powers, abilities and influence…
…that sets them apart from the rest of us.
On the one hand they are somewhat sinister and regarded with suspicion…
…on the other there’s a compelling fascination.
It’s really a variation on the power of “secrets”…
…these people know something we don’t and if we can discover what it is, then we can be more successful (or powerful).
There’s also what we might call an element of “glamour” or excitement about these figures…
…you might call it “celebrity”.
Most people lead fairly humdrum lives of “quiet desperation” so there’s a fascination with people who seem to live outside of that.
Whatever the reasons, these mysterious characters can be valuable allies to the copywriter…
…in headlines and making guest appearances in bullets, for example.
Intelligence agencies like the CIA, the old KGB and Mossad are one group.
Elite military units like the SEALs, the SAS and Delta another.
Here are some other examples from the late, great Gary Halbert. They come from one of my most prized “swipe” resources, a selection of his headlines and leads.
“Scientists Discover The Invisible Cause…”
“Russian Scientists Discover Simple Secret…”
“Do The Rich Get Better Investment Advice…”
“Researchers In FDA Certified Lab Discover…”
“The Amazing Fighting Secret Of A Very Deadly Mexican…”
And, of course, you can always reach back into the past to call on mysterious secret societies like the Knights Templar.
So, when you get the opportunity, add some spice to your copy with some elements of mystery and intrigue.
I’ve mentioned the great John Carlton…
…and there’s a rare opportunity coming up to learn the finer arts of copywriting from him at a one-of-a-kind workshop in San Francisco.
It’s at the “High Speed Copywriting” training hosted by David Garfinkel and Brian McLeod.
In just two days, you’ll get a proven system for cranking out money-making copy on demand…
…tested and proven by some of the best copywriters on the planet.
Well worth you taking a look at “High Speed Copywriting”. It’s coming soon…so why not check this out now while it’s on your mind?