I = B + C
…which cometh from Gary Bencivenga, hailed as the greatest living copywriter.
This formula is laughably simple.
But its power is no laughing matter.
So what does everything stand for?
Interest = Benefit + Curiosity
The way to make people open your emails, and read your sales letters, and get ‘hooked’ just by reading the headline… is to make sure that your headline both states a benefit AND arouses your reader’s curiosity. Do one without the other and your headline will fall flat. Do both well and you’ve got yourself a good headline.
