Page 182 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

You don’t just have to stick with “Now” either. Here are just a few of
the ways you can introduce the idea of topicality:

• New . . .
• At last . . .
• Finally . . .
• Introducing . . .
• Announcing . . .
• You thought you’d never see it, but . . .

Like all formulae, you have to find a creative way to employ it.
Suppose you had a miraculous health product that enabled people
to see better at night. For example something derived from, oh
I don’t know, carrots—you could write something like, “Now, a new
answer to poor night vision.” Or, go a step further and ratchet up the
curiosity factor: “New scientific research reveals the garden plant
that could dramatically improve your night vision.”

However you do it, give your headline a newsy flavor, something
that makes your reader want to read on to find out the rest of
the story.

In practice

• Even when your product is neither new nor revolutionary, if you

dig down deep enough you will always be able to find something
that gives you a news angle.

• If the product wilfully resists this treatment, create a new offer

and focus on that.

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