I put everything I had into it, yet despite this my first business failed.
Living in a halfway house in my early twenties, I remember lying there on a couch with a feeling of regret lurching around in my stomach.
I wish I hadn’t hired that one person.
I wish I had tried harder with my marketing.
I wish I took better advice from mentors.
Truth is, there’s nothing so painful as the feeling of regret.
And that’s why – by striking this emotion in your headline, you can quickly grab your prospect’s attention.
For instance, a car company could say:
“If you’ve already bought a new car, don’t read this. It’ll break your heart.”
The reader looks at it.
And thinks they better read it, otherwise they will make a mistake.
Then you could follow up by talking about how by buying from you will save them money.
Or how you offer them lower priced insurance.
Or whatever benefit you can offer them over someone else.
Same for a buyers agent like Peter Gavalas
“If you’ve recently bought an investment property, don’t read this. It will break your heart.”
A wedding company…
“If you’ve already purchased your wedding dress, don’t read this. You’ll be kicking yourself.”
Nobody likes to make a mistake.
Everyone wants an advantage.
And that is why this headline is powerful – because it leverages the power of reverse psychology…
And your target market feels fortunate they are reading it now, rather than after they’ve made the mistake.
So how could you apply it to your business?
P.S. If you enjoyed this headline hack…
There’s 100 more in my 101 Headline Hacks report, which is based on real experience from writing over 9,127 subject lines for emails – and seeing split-test results over a period of over 14 years.
Frequently asked questions
What are reverse psychology headlines?
Reverse psychology headlines tells your prospect not to read on, usually by warning they’ll regret it if they’ve already bought. Lines like “If you’ve already bought a new car, don’t read this. It’ll break your heart” work because the reader fears missing a better deal and reads anyway.
Why does regret work so well in copywriting?
Regret is one of the most painful emotions people feel, so the fear of it drives action. When a headline hints a prospect may have already made a costly mistake, they feel compelled to keep reading to check they haven’t missed a cheaper, smarter or safer option.
How do I apply a reverse psychology headline to my business?
Identify a decision your prospect commonly makes before finding you, then warn them not to read on if they’ve already made it. Follow with the advantage you offer, such as a lower price, better terms or a smarter option, so they feel lucky they found you in time.
Does this headline technique work in any industry?
Yes. The examples span car sales, buyers’ agents and wedding suppliers, but the formula suits any business where a prospect makes a considered purchase. Anywhere buyers fear overpaying or choosing wrongly, a regret-based headline can stop them scrolling and pull them into your message.
Where can I learn more headline formulas like this?
Scott Bywater’s free 101 Headline Hacks report shares 100 more headline formulas, drawn from testing over 9,127 email subject lines and split-test results across more than 14 years. Download it at copywritingthatsells.com.au/lp/headlines.