What is Verbalization?
Simple, it is the act of increasing the impact of a headline by its way in which it is stated.
Verbalization takes a simple statement such as “Be fitter” and reinforces it by binding images to it.
For example, instead of just “Be fitter”, the statement is reinforced by adding an image of strength to it.
Now it is transformed into:
“Be fitter so you can lift your women on top of your shoulder!”
No longer is it a simple headline.
It is now verbalized with images, such that the prospect can imagine himself becoming that
better, stronger, etc., person.
Your headline functions as an invitation to a role, which the prospect was born to become.
There are several examples of verbalizations:
– Measure the size or speed (“Lift 50 pounds more”, “Run 5 minutes faster”)
– Comparing (“Be weak no longer. Put your women on your shoulder.”
– Sensitize the claim, make the prospect feel with his senses the headline
– State the claim as a paradox (“Beat it by going slower”)
– State your headline as a question (“Do you want to see the smile on your women’s face as you lift her up?”
– Turn the headline into a challenge (“Are you brave enough to push through?”
– Connect the need and the claim in your headline (“You want to be strong. You have arrived.”
These are all variations of the same principle. Verbalize your claim, so that your headline contains an image that your prospect can
imagine himself, becoming a better version of himself by using your product.
That is the true power of effective copy.