The Back Cover — a.k.a. the “Other Headline”
I love mail! Walking to the mailbox and getting the mail is always MY JOB! I like seeing how the mail looks — because it gives me an idea of what my prospect is seeing in his mailbox too!
One thing I notice is how my mail carrier Joe handles my mail. He always makes sure he turns the largest piece of mail into a “folder” — and then slides all the other pieces in that folder. Sometimes he even wraps a rubber band around the folder! I don’t think Joe is unique. It’s probably how you get your mail too, right? Well guess what?
Next time you get your mail — look at that folder! It’s probably a tabloid or magalog! Now, let me ask you this:
What’s the first thing you see when you look at the folder?
If you said “the BACK of the promo” — then give yourself a gold star!
Think about it. Where is the address label located?
Yep — on the BACK cover!
So the likelihood is very high your prospect will see your back cover well before he sees the headline on the front cover!
You better believe if your back cover headline doesn’t GRAB him by the eyeballs — he ain’t flippin’ the promo over to read your awesome front cover headline!
So here’s what you need to do…
Pay attention to your back cover copy!
I like to use lots of bullets in my back covers. I’m hoping at least ONE of those bullets will grab my prospect’s attention!
Here’s an example:
Other times, I like to go heavy on the testimonials on the back cover. I’m hoping my prospect can relate to these short stories and want to learn more. For example…
…one of my back covers for a joint pain supplement had in big bold font:
Who else wants to be an EX-PAIN SUFFERER? followed by tons of pictures of different faces with their testimonials.
Sometimes a simple in-your-face headline is all you need to get your message across. Here’s the copy I used for my control for a Sun Chlorella USA product. It mailed for over 4 years:
So you’ve got two simple but very important things to remember for kick-butt copy:
That’s it. Short…sweet…and it works!
1. Create TWO powerful headlines — one for the front cover and the other for the back cover!
2.Your back cover is equally — if not MORE — important than your front cover!
Ok CopyStar — I’ve got more kick-butt cover ideas for you in my ebook Which One Won? How to Write Kick-Butt Headlines and Boost Response. You’ll find scores of ways to create cool covers — for the front and back — to stop your prospect dead in his tracks and say I WANT this NOW!
Yours for stellar results,
Million-Dollar Copywriter & Consultant