If you don’t grab the readers by the throat with your headline, 95 percent of readers won’t make it past the first paragraph – or even your first sentence. This, which means no matter how long or short, good or bad, or big or small your ad is, it won’t work!
Without good, NO GREAT headlines, everything that follows is a GIANT waste of time, money, effort, and trees, for it will most likely never be read!
This is so important that I want to say it again: Your headline is the ad for your sales copy. Therefore, a great headline has one job and one job alone; get the reader to actually read what comes next. You must excite him, intrigue him, titillate him, shock him, question him, project him into the future and show him the better “life” that can be his!
But Wait, My Clients Are Rich, Smart, and Sophisticated!
Perhaps the biggest mistake of all is to think that your clientele, your product, or your service is above such tactics. But these are not mere marketing tactics we are talking about here; we are talking about something far more interesting and deep, human nature. People’s natural inquisitiveness and self-interest changes little with social or economic status. Sure the things they buy may change, but the way you attract their interest changes very little. Delude yourself if you wish that your high- end product is different and that your customers are so sophisticated that they will take your abstract headlines and write their own sales pitch in their head… THEY WON’T!
Your headline is the ad for your ad, make it Legendary!
 Andrew Wood is the world’s leading expert on golf, resort and real estate marketing, although his successes reach far beyond those industries. He is the author of over 20 books on sales and marketing including, Cunningly Clever Marketing and The Golf Marketing Bible. Andrew speaks worldwide on sales and marketing topics and is in high demand as a copywriter and marketing consultant, He owns Marketing Commander software, an advertising agency, Legendary Marketing and Legendary Golf & Resort Management. He can be reached directly at (352) 266-2099 or andrew@LegendaryMarketing.com |
Syndication Rights
This article may be reproduced or republished provided the main body of text is reproduced as is, without
additional permission, with proper credit to the author and provided that the above resource box remains
intact with the article. Permission to re-publish is herby granted until Dec. 31st, 2012. Author retains all copyrights.
