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#1: Biggest Benefit in the Headline
Do this and youll generate many leads. These readers have an
interest in the benefits of your product. You want to contact these people. You want to
sell to these people.
Be specific with your message. You cant target everyone, so
dont reduce the impact of the message by burying it in the middle of numerous
offers, benefits and features.
Put the most important benefit first!
Be careful though, as "gimmicky" headlines can make readers
wary. If they open the brochure, or read your ad expecting information on a subject that
interests them and find something different, theyll be sorely disappointed. They
will hold your product with a very low opinion from then on.
#2: Test the Headline
Test every headline until you find the winner. Dont settle on the
first. Dont assume you know what your readers want.
Many winning headlines have some things in common; the word
You or Your appears in them. They tend to use simple language, and
avoid clever word plays or puns.
JUST DO IT
COKE IS IT
A DIAMOND IS FOREVER
Cleverness might make you feel good, but it rarely the same impact on
readers. Can you think of a great tag-line thats cryptic, double-meaning or obscure!
Puns and word play tend to confuse the reader, making it unclear to them
what you're selling.
#3: Use Direct Language
An ad with the headline "How to Repair Computers-quickly, easily,
swiftly" was relatively successful.
However, when the word Repair was changed to Fix, the orders shot up.
Examine EVERY WORD in your headline. Use clear, simple language. Insert
any word that conveys the key benefit better, or adds authenticity to your headline. A
single word can generate lots of additional revenue.
For the next project you're working on, make sure to offer at least one
Write the benefit in simple, clear language.
As an experiment,
invest the extra hour in developing the best headline you possibly can. Then
publish the ad and watch what happens.
Youll never take headlines for granted again.