Effective copywriting boils down to one thing: keying into your prospect’s overriding need.
Your headline is the means of stopping your prospect in his tracks, of focusing his attention on one single thought: that overriding need.
The rest of your copy must amplify that need.
When it does, your product emerges as the fulfillment, and it overcomes lethargy, skepticism, and price.
Keep in mind: you can’t create this need. You can only expand on it and bring it into greater focus. You can only channel it into a goal … namely, your product.
But there is a catch.