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Question: What do you think the most important part of any ad is?
Your company name? Your telephone number? Your offer?
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.
What's the answer? THE HEADLINE!!
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.
"HEADLINE TEST"
How do you know you have a powerful, effective headline?
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."
Trust me, that does NOT work.
But if the headline is;
"6 Things You Must Know Before Getting
A Home Mortgage. Free Report Tells All.
Call 1-800-000-0000".
That does work.
Put every headline you use in your ads, letters, flyers, brochures to this test.
Tips For Stronger Headlines
1. Telegraph a dynamic benefit or promise.
(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: "You Can Laugh At Money Worries -- If You Follow This Simple Plan"
2. Add "How To" to the beginning.
Example: "How To Escape the Debt Rat-Race And Get Debt-Free, Fast....."
3. "Flag" your targeted prospects. Let them know who the ad
is talking too.
Example: "Credit Card Payment Sufferers: How To End The Pain In 3 Days!"
4. Arouse curiosity.
Example: "What Your Banker Doesn't Want You To Know"
5. Use meaningful specifics.
(3 days is more "specific" than "in days").
Example: "I Instantly Saved $103,239.83 and Never Took The TV Remote Out Of My Hand"
6. Use powerful attention-grabbing words.
(Like "Warning", "Guaranteed", "New", "Now.")
Example: "WARNING: Credit Card Users May Be Paying To Much"
For a free instant reference guide that reveals time tested
formulas to create dynamite, attention-getting headlines
visit: http://www.leadgenerationadvertising.com/
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
MORE RESOURCES updated Thu. May / 17 / 2012 TIME | Will Facebook Adapt to Mobile or Will Mobile Adapt to Facebook? BusinessWeek By Kevin Fitchard on May 17, 2012 We all know Facebook needs to become a force in mobile advertising, but just how much of a force? If Facebook were to replicate the success of its desktop ad business on mobile, it would account for a healthy chunk of ... Facebook Advertising Shows 'A Lot Of Potential But It's Not A Slam-Dunk' Facebook's biggest problem is that it's a media company Is Advertising on Facebook Worth the Expense? |
NPR sees sharp downturn in advertising revenue, leading to talk of cuts Washington Post Halfway through its fiscal year — and six months into Gary Knell's tenure as chief executive — Washington-based NPR has seen a sharp downturn in corporate “underwriting,” or advertising revenue. The falloff has led to projections of an annual ... |
 Sydney Morning Herald | Does advertising on Facebook pay? San Mateo Daily Journal But ahead of the IPO, a debate emerged between two of the nation's largest automakers: Does it pay to advertise on the social network? General Motors, the nation's largest automaker, said it would abandon Facebook ads after concluding they were ... Companies ask: Does advertising on Facebook pay? |
 Seattle Post Intelligencer (blog) | Skechers agrees to pay $45 million to settle charges of sketchy advertising of ... Seattle Post Intelligencer (blog) By Rita R. Robison Kim Kardashian, fresh from a sweaty workout and pictured in a variety of steamy, suggestive poses, decides in a TV advertisement to dump her personal trainer. “It's not someone else, it's something else” Kardashian, a reality TV-show ... Sketchy ads? Skechers agrees to pay $50M to settle false-advertising allegations Skechers settles with WA over false advertising Shoe-maker accused of sketchy advertising settles lawsuit |
Sweeney: Facebook Advertising Money Is In the Movies CNBC.com Traditional advertising in that context can be both annoying and ineffective. Imagine someone interrupting your conversation by waving a big billboard between you and your friend. Yuk! Social media advertisers are just realizing how influential the ... |
Viewers Want Choice, Control and Relevance from Online Video Advertising ... San Francisco Chronicle (press release) New York, New York (PRWEB) May 17, 2012 Vibrant Media, the global leader in premium contextual advertising, has released key research findings that determine what viewers want in their video advertising: choice, control and relevance. |
New Mobile iPhone Application for Location-Based Virtual Advertising Sacramento Bee By They Creative Advertising HOUSTON, May 17, 2012 -- /PRNewswire-iReach/ -- They Creative Advertising introduces Knibbler™ iPhone application, a location-based advertising tool for individuals and small business owners. Using the dynamic Knibbler™ ... |
 Sydney Morning Herald | Apple Moves to Dismiss Siri False Advertising Suit PC Magazine But Apple's main counter-argument appears to be its contention that the plaintiffs' complaints lack the specificity that would be required to back up their claims of false advertising—failing to provide "a single actionable misstatement" on the part ... Apple Responds to Siri Class Action Lawsuits |
Coca-Cola Dodges Federal False Advertising Claim Courthouse News Service By TIM HULL (CN) -- Pomegranate juice purveyor Pom Wonderful cannot pursue federal false-advertising claims that Coca-Cola's pomegranate blueberry drink contains mostly apple and grape juices, but it may be able to revive its state law challenges, ... |
 Street Fight | Local Ad Spending Moving More to Mobile and Online; BIA/Kelsey's Media Ad View ... MarketWatch (press release) CHANTILLY, Va., May 17, 2012 /PRNewswire via COMTEX/ -- According to BIA/Kelsey's Media Ad View reports, local advertising spending will experience a compound annual growth rate of 2.6 percent between 2011 and 2016, with revenues climbing from around ... BIA/Kelsey: Local Ad Spending Moving More To Mobile And Online, Radio 'Holds ... Mobile, Online Local Ad Spending Will Double in the Next 5 Years Forecast: Locals Ads Hit $150 Mil By 2016, Trad Media Holds |
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