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.

"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

---

Custom LED Display

Custom LED Display, as the name specifies, facilitate control anything... Read More

Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More

8 Low Cost Ways To Advertise, Promote and Market Your Business

We all are looking for ways to market our businesses... Read More

The Truth in Advertising

Most of us have seen at least a dozen different... Read More

What Does the Back of Your Business Card Say?

Business cards with nothing on the back are wasted opportunities... Read More

Why People Fail in Mail Order

Mail order is a very complicated business. Every phase must... Read More

Super Secret Tip For Using PPC Search Engine Advertising Successfully

It's not about traffic; it's about generating leads. That's right.... Read More

Change, or Reinforce?

Do you know about the distinction - and it's a... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

Radio Advertising - Is it for Your Business? - More Small Business Power Tools

If you're a typical small business, you've probably been approached... Read More

Ten Secrets for Getting FREE Advertising

The opportunities for getting free advertising for yourproduct or services... Read More

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business.... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand... Read More

How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits!

John Wanamaker, a 19th century entrepreneur, once famously made the... Read More

In Advertising Bigger isn?t Always Better

If you have been following the recent advertising news you... Read More

Cable TV Advertising; Mobile Detailing Customers

If you own a mobile detailing business or mobile car... Read More

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More

If You Lost 70% of Your New Customers, Would You Notice?

Buyers Don't Rely on the Yellow Pages Like They Used... Read More