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Above-the-Fold Energy: How to engage the prospect’s mind with a carefully crafted opening
In Session #16, Flint McGlaughlin teaches how to craft the opening paragraph to complement your sub-headline.
Here are some of the most important insights from this class:
- Foster conclusions with specific, quantifiable facts.
- The headline is the molecular unit of marketing.
- The problem you address with your marketing copy must be (1) Relevant, (2) Important, (3) and Urgent.
- Direct the eye-path with six elements: Position, Size, Color, Motion, Shape, and Sound.
- The Marketer needs meaningful work and meaningful relationships.
You can watch the full video above, or jump ahead to these key takeaways:
- 0:00 Above-the-Fold Energy: How to engage the prospect’s mind with a carefully crafted opening.
- 2:11 Four powerful types of sub-headlines.
- 4:03 Five critical questions we may use to discipline the data.
- 4:10 You can learn, and you can help. The community voted for a headline – “Get a beautiful, handcrafted gift and rescue a family from poverty” and sub-headline “Over 8,000 artisans have been lifted out of poverty by people like you.” Now you can develop a three-sentence paragraph to complement the Ten by Three sub-headline written by your peers and put it in the YouTube comments for this video. This practice will help your copywriting while also helping a worthy nonprofit. Flint will respond to your ideas and take the best paragraph along with the best sub-headline and best headline and put it on the Ten by Three website.
- 4:50 Learn how to craft the opening paragraph that compliments your sub-headline
To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com.
Essential Course Resources
Customer Engagement: Marketing case studies from Coors Light, a professional soccer team, and a private jet charter
Franchising and Marketing: In a world of chicken dinners, be a lobster dinner (Podcast Episode #14)
The Marketer As Philosopher – Reflection #11
…The marketer may speak more than one language, translating their message into the context of each prospect type, but the marketer may use only one voice – and it must be the same voice with which we speak to our friends.Learn more about the book
Course Retention Exercise
This quiz is carefully designed based on the latest learning technology in order to help you improve retention of the key principles.
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#1. Foster conclusions with ___________.CorrectIncorrect
#2. Beware of facts without ________.CorrectIncorrect
#3. Learn the macro by focusing on the ________ .CorrectIncorrect
#4. Encapsulate then _____________.CorrectIncorrect
#5. Do not underestimate the power of __________.CorrectIncorrect