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Why Most Advertisements Stink!

Look at your own advertising. What stands out? What is in the largest print? If it's your company name or logo hold out your wrist so I can whack it with a stick.

You see, without a good compelling headline it won't matter much how great your copy or you offer is, because few will ever read it.

REMEMBER: The Only Job Of A Headline Is To Get The Reader To Read The First Paragraph.

It should be big, bold, dark and easy to read. But more importantly, it must force the reader to read on.

Here's a great acid test: separate the headline from everything else, out of context, and treat it as a classified ad; nothing but the headline and a response instruction....then ask yourself if people would respond.

So if your headline is, say, the name of your company, the classified ad would read:

"Acme Mortgage, No. 1 in service
and reliability. For more info,
call 1-800-000-0000."

"6 Things You Must Know Before Getting
A Home Mortgage. Free Report Tells All.
Call 1-800-000-0000".

Put every headline you use in your ads, letters, flyers, brochures to this test.

(You want to evoke emotion in every advertisement, always answering the reader's questions, "What's in it for me? And why should I continue reading this?")

Example: "I Instantly Saved $103,239.83 and Never Took The TV Remote Out Of My Hand"

Shawn Meldrum has spent the last two decades marketing everything from almonds to landscape lighting. He currently specializes in marketing for mortgage brokers, loan officers and real estate agents. For free mortgage marketing articles and much more visit: http://www.mortgagemarketingtips.com