| This is not only one of my favorite topics but one of | | | | 3. USE 'WORDS' YOUR PROSPECT ARE |
| my favorite things to do: Writing powerful, "attention | | | | SEARCHING FOR: |
| grabbing," benefit driven, knock out punch headlines | | | | Here is another costly mistake you will see every day. |
| that are oozing with excitement that get your | | | | Do not try to get everybody to read your ad by being |
| prospects to TAKE ACTION! (ok, clearly got carried | | | | vague or cute. "Everybody" is not your potential |
| away right there). | | | | customer. Your prospects are only those who want |
| The headline of your sales messages, whether in an | | | | today what you have for sale today. By trying to |
| on-line ad, in the local newspaper or in an email subject | | | | capture everybody, you will actually lose many of your |
| line is responsible for 70% to 80% of the response | | | | most important prospects - the ones that want to give |
| from your sales message. The success or failure of | | | | you money. |
| any marketing effort rests, to a large degree, on the | | | | Your headline should sort out the buyers. Be specific. If |
| power of your headline. | | | | you are selling Mens Suits, then say "Men's Suits," not |
| Pay very close attention... | | | | "Mens Clothing." Do not say "Men's Clothing Sale." Say |
| David Ogilvy is one of the most respected modern | | | | something like: "Men's Suits - Two For The Price Of |
| day marketing authorities. He revealed that, with the | | | | One For A Limited Time." The more focused your |
| average headline, only 200 people out of 1000 will go | | | | headline, and your sales message, the better the |
| on to read your ad. And that is where your profit is | | | | response. |
| sitting. Capture another 200 customers with an exciting | | | | 4. YOUR HEADLINE SHOULD BE SHORT AND |
| headline and you will double your sales. Lose 100 | | | | SWEET: |
| readers with a poor headline and you lose half your | | | | The headline should be as few words as possible, yet |
| sales. Big difference. | | | | long enough to tell them what you are selling and why |
| Headlines are just that important. Even poorly written | | | | they should read your message. Usually ten words or |
| ads have been very successful because of the | | | | less is a good target. The consumer will read longer |
| overwhelming power of interesting and exciting | | | | headlines if the first four words grab their attention. If |
| "attention grabbing" headlines. | | | | you need more words, start with a large, short |
| Your prospects will decide whether to read your sales | | | | headline leading to a smaller type, longer worded |
| message in only two or three seconds. That's all the | | | | sub-headline. |
| time they will give you to scan your headline. Really, | | | | Email 'Subject Line' Tip: |
| you and I are no different. We do not READ a | | | | No matter what subject line you write, keep it short |
| newspaper, we SCAN the headlines, article headlines | | | | and sweet, because many e-mail programs cut off |
| and ad headlines. We are looking for only what | | | | long subject lines. Here are the maximum subject line |
| interests us at the moment. | | | | lengths (including spaces) in some popular e-mail |
| Here are four critical tips for writing your next powerful, | | | | programs: |
| "attention grabbing" headline for your home business | | | | AOL: 52 characters |
| enterprise: | | | | Hotmail: 45 characters |
| 1. MAKE SURE YOUR HEADLINE IS THE FIRST | | | | Outlook Express: 64 characters |
| WORD GROUP YOUR PROSPECT SEES: | | | | Yahoo: 80 characters |
| I know this may seem like a "no-brainer" but I see this | | | | Here are some simple and fun ways to find profitable |
| mistake time and again, particularly in local newspaper | | | | headline ideas: |
| advertising or on web sites. And even more amazing, | | | | * Look through your newspaper every day. Watch for |
| the ads the newspaper "experts" use to promote | | | | headlines on articles and ads that really grab your |
| themselves seldom follow this rule. | | | | interest. Think about why those headlines worked on |
| Take a look through your newspaper. Notice how | | | | you... |
| many businesses start out their ad with their store | | | | * While waiting to check out at the supermarket, read |
| name and location right at the top. HUGE mistake! This | | | | the headlines on the gossip tabloids. Those headlines |
| is a terrible waste of their prime "real estate." It's an | | | | are THE main reason, if not the only reason, millions of |
| ego thing and can easily cost them 25% to 50% of | | | | people buy them every week. Super market tabloids |
| their potential sales. | | | | have the highest paid copywriting experts on staff |
| Always keep in mind, the public could careless about | | | | who do nothing but write compelling and extremely |
| you or your product. Sorry to be the one to tell you | | | | profitable headlines. And these headlines are always |
| that. Tough pill to swallow sometimes, I know, but the | | | | good for a little entertainment too... |
| fact of the matter is; they're only interested in | | | | * Your junk mail is a virtual goldmine of great headlines |
| themselves and fulfilling their current desires. As | | | | and sub-headlines. Save the ones you like for future |
| humans, we are all self centered by nature. That | | | | use. Mix, match and adapt these headlines to suit your |
| doesn't mean we're selfish, just self-centered on | | | | home business. If you see a headline used over and |
| "what's in it for us." Big difference. | | | | over again, it's because it is making a lot of money for |
| Put your company name at the bottom. If the headline | | | | that company. You do not have to re-invent the wheel. |
| draws them in to read your ad, and you convince | | | | Somebody paid $1000's to write that headline, and |
| them to take action they will find your business name, | | | | $1000's more to test it - and you get to use it free. |
| no matter how small. | | | | * Practice writing good headlines in the subject line of |
| 2. MAKE SURE YOUR HEADLINE DELIVERS THE | | | | your personal emails. This is fun practice and your |
| PUNCH LINE: | | | | recipients will enjoy it too. "RE: This Weekend" is |
| The "punch line" is the unique and powerful part of | | | | passive and boring. "RE: Let's Hit The Beach This |
| your sales message. You aren't telling a joke here. Do | | | | Weekend" is active and exciting... |
| not save the best part of your offer until last. | | | | * Buy a good book on marketing! You should be |
| Determine the most compelling part of your offer and | | | | involved in at least one marketing or copywriting |
| put it right at the top of your ad in BIG, bold print. | | | | related book or course at ALL times. Continuing |
| Virtually shout it out! And make the wording active, not | | | | education in this area will be a HUGE difference maker |
| passive. | | | | in your marketing efforts. Hands down. |
| For example: "Save 50% On Your Next Suit" is | | | | If you follow these tips, you will become an expert in |
| passive. "Take Home Two Suits For The Price Of | | | | no time - smarter than 90% of your competitors and |
| One" is an active headline. | | | | 80% of newspaper advertising consultants. |
