Why Most Advertisements Stink!
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.
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
Trust me, that does NOT work.�
But if the headline is;
"6 Things You Must Know Before Getting
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"
Example:��� "How To Escape the Debt Rat-Race And Get Debt-Free, Fast....."
Example:��"Credit Card Payment Sufferers: How To End The Pain In 3 Days!"
Example:� "What Your Banker Doesn't Want You To Know"
(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"
(Like "Warning", "Guaranteed", "New", "Now.")
Example:�� "WARNING: Credit Card Users May Be Paying To Much"
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
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