One of the most important aspects of attracting more business is getting your prospect to actually stop and listen to what you have to say.
Today we’re all bombarded with advertisements all day long. On TV, on the radio, on the internet, our emails, tele-marketing calls, our mail, etc…
So for someone to actually stop and listen to your message, you literally have to stop them, long enough to hear you.
One of the most effective ways to do that, is with direct response marketing, which can be done by mail, on the internet, or even with ads in newspapers in magazines.
In this post, I’d like to share the most important part of your ad, regardless of the media that you choose, and that’s your headline.
The headline (or the title) needs to stop your prospects dead in their tracks, and pull them in to read the rest of the ad. Without a good headline you have no chance of having a successful ad.
You only have 5 – 10 seconds to show your prospect an extremely compelling reason why they should continue reading your piece. People are busier than ever before, and time is precious. If your headline doesn’t provide a compelling reason, the ad will end up in the junk mail pile, or on the internet, one click and they’ll never see your page again.
Even in the yellow pages, you should be using a headline. How many other businesses just like your are listed in the yellow pages? And how many of them look the same to your prospect? All of them, because they all say the same thing: name of the company, contact info, etc…
What if you had a specific benefit listed as the title in the yellow pages, in big bold letters, and then everything else (name, contact info, etc…) under that. Would that increase the chance of someone actually stopping long enough to read your listing? You bet.
Here’s a little exercise, write down all the features and the benefits of your product/service.
Identify the biggest benefit your customer/client would get from your product or service.
It must answer the question – “What’s In It For Me?” Which is the number one question on everyone’s mind.
Lastly, it must speak directly to your prospect. It must get in their head and pick up on the conversation they’re already having. This is called perfect message to market match.
Unless your headline effectively sells your product, and compels your target audience to jump in and read the rest of the ad, you’re wasting money and time on creating the ad.
Keep these points in mind as you’re putting together your campaigns, and remember, that 5 times as many people read the headlines, as the body of an ad.