Primary Promise: Prevent debilitating physical trauma from diabetes.
Proprietary Solution: The new information about diabetes care.
Intellectually Interesting Appeal: What mistake are good doctors making with diabetes treatment… and is my doctor giving me this bad advice?
The headline for this big idea leverages several extremely powerful emotions in just a few words.
Fear of death, fear of pain and suffering, and doubt are immediately generated in the mind of the prospect.
This promotion is clearly targeted at prospects who have diabetes and introduces fear, uncertainty, and doubt by saying there’s a mistake that even good doctors make.
In just 9 words, the prospect feels afraid, and questions whether their own doctor knows what they’re doing.
Next, it mentions specific body parts that a diabetic typically worries about or experiences discomfort: the eyes, kidneys, legs, nerves, and heart.
This adds additional credibility to the headline through specificity.
It lets the reader feel like they are in the right place, inferring that the author is knowledgeable on their specific ailments and concerns. It is not generic.
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