Write HEADLINES Not Stories
Hey, everyone, this is Dr. George Birnbach. And I wanna kinda throw something out there that you might disagree with, but that’s just how it is sometimes, right?
Is everyone spending so much time working on the third and fifth paragraphs of their report of findings, and what they’re missing is that you’re not in the business of selling stories. You’re in the business of selling headlines. You’re in the business of giving people quick snapshot concepts that are emotional and full of opportunity and possibility. You’re in the business of selling headlines.
Now, the reason we can say that is many times when reports of findings go too long or table talk becomes chatter based, we forget that people are time conscious. They get distracted, and they start working on their own stuff. So what we need to do is approach all of our conversations with that in mind. And the first thing we offer is a simple, straightforward sentence, a simple headline.
Whether you’re writing copy for a webpage or a blog post or shooting a video, one of the best things you can do is focus on that initial soundbite. Does it catch someone’s attention like a snap? Do they turn and go, “What was that?” If you read your headline, if you read your transformation statement of a woman walks in with a headache, and I say, “I’m so sorry you’re dealing with a headache. “Our program helps people with headaches get over “their headaches relatively quickly, “but more importantly, the results last a long time. “Can I show you how we do that?”
See, in that headline, in that initial statement, I showed you exactly what it is you’re here for. There’s no ambiguity. It’s not vague. And it sure isn’t offering a cheap solution. It’s offering an opportunity to see into a process and to do it transparently. If someone walks in and they’re sneezing, and I say, “Hey, I’m so sorry that you’re dealing “with that cold, or is it allergies? “Well, how long has that been going on? “What have you done up until now to get it under control? “Well, we have a three supplement accelerator program “that helps people upregulate their immune system “so they can feel better faster “and their body can tolerate the outdoors “without breaking down. “Can I show you what that is?” And right there is our headline, our transformation statement, and I can show that to my staff. I can show it to the associate doctors. I can perform it myself. It’s not ambiguous. It’s not vague. And it doesn’t offer a cheap, get-healthy-quick scheme. You see?
So the first thing we wanna do is look at what is the emotions that they are feeling, and what is the direct desire that would solve the most common or most visible problem? And then we’re looking to have a sentence that will address that. Now, the beauty of this is that it’s easy to change, and it’s very dynamic.
We may be able to model the script model, but we can’t model the exact script wording very easily. But those create those killer soundbites, those killer headlines, the masterpieces that go, yeah, I wanna know about that. And that’s really, really good. So I want you to think about that for this week. Start playing around with your catchphrases, your simple models, that if someone walks in with an elbow bruise, and we say, “Hey, what’s going on with your elbow bruise?” “Well, I banged at playing tennis.” “Well, how’s the rest of you?” “Well, my wrist is a little sore too.” “Well, did you know that our cold laser is used primarily “to increase microcirculation and decrease inflammation “so your bodies have the energy they need to heal. “Can I show you what that looks like?” And our call to action takes them from interest and puts them on a path of action. Can I show you how this works?
You see, I need you to convince yourself that this is worth working on because your patients will respond to it. All right? We care about the words, but we care about the connections more. Remember, marketing is not about selling, it’s about connecting. And when we put care into the language patterns, we put care into the emotions, the curiosity, and the empathy, and the clarity, you’re gonna get a reaction from people in a real positive way.
All right, my name’s Dr. George Birnbach. Take this, work on it this week, and send me a note. Tell me what you think so I can help you through the process to even better results.