What Is the One-liner Statement That Changes Your Copywriting Game (+ How to Use It)
Let me tell you a copywriting secret…
You can write high-converting copy even if you aren’t a psychology, marketing, or persuasion expert.
Want to know how? Just learn how to craft this ULTIMATE one-liner statement, and you’re good to go…
Copywriting is a game of:
→Offers
→Benefits
→Solutions
→Outcomes.
The more your reader looks forward to these four elements, the better. But how can you dumb it down for them…right from the start?
The answer is a Big Promise.
Let me explain…
The big promise essentially covers benefits, offers, solutions, outcomes, and more in a simple one-liner statement that:
1. Grabs attention
2. Gets people curious
3. Motivates further reading
It’s the best way to write more impactful copy using fewer words.
Think about it…
A fitness coaching program that helps you lose 15 kg in 60 days.A BIG PROMISE.
A ChatGPT course that helps you land your first client in 30 days or less. A BIG PROMISE.
A career counselor who will help you land your first job in 90 days. A BIG PROMISE.
Want to know what’s common between these big promises?
Well, yes, there’s an outcome and a timeframe for sure.
But there’s something else too…
These promises aren’t SKETCHY or too good to be true.
They sound achievable (because they are).
Lesson? Make sure you can deliver on your promises.
Otherwise, it’s just like bad clickbait or foreplay without sex.
Remember: BIG PROMISES work for any and every niche or industry. It’s just that the rules to communicate it will be different.
Now here are 2 examples for you:
- Clarity Calls Cheatsheet by Katelyn Bourgoin
→Persuasion tactics
→Big Promise in Headline
→Clear outcome + process explanation
Even without a timeframe, this is effective.
Nothing less is expected of Katelyn anyway.
2. Huel
This headline immediately grabs attention and I love it for its simplicity.
The big promise here combines the USP of a product and a timeframe.
Keep it simple, but say it in an interesting way.
Here are 3 actionable tactics for you:
1. Start Bold
Have a big promise in your headline, subheadline, lead, or hook.
The earlier the reader sees the big promise, the more incentivized they will be to read the rest of your copy.
2. Use Persuasion
Having a big promise is not a sure-shot way to increase conversions.
But if you have a big promise supported by a no-brainer offer and put a 100% satisfaction/money-back guarantee into the mix, it easily becomes 10X more effective.
3. Social Proof
If you’re claiming something big, make sure it is supported by something more human.
Like this…
Headline: Learn to lose 15 kgs in the next 60 days (like I did)
Subheadline: Now read Susan’s unbelievable story about how she lost 16.5 kgs in 54 days…
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