It’d be fair to say many businesses don’t advertise (especially in tough economic times) because they believe it ‘doesn’t work’. But here’s the rub. In one of our surveys of businesses, almost NO ONE had done any testing of the elements that make an ad WORK. Most especially, they hadn’t tested their headlines or offers.
It’s disconcerting, not only when you consider that running ads is expensive, but because there’s a massive ‘opportunity cost’ of having ads under perform. Especially when testing these elements can MULTIPLY response by 2, 5 or 20 times.
So what’s a ‘great’ headline?
Great headlines are those that GRAB attention, FLAG down a prospect, and COMPEL them to read on. In stark contrast, most ads just say, ‘Here we are, here’s our contact details’. Boring and useless!
DON’T advertise unless you are committed to creating an ad that performs like an ‘engine room for enquiries’. That’s why we spend a LOT of time in Marketing Help Online teaching how to write great headlines.
A quick idea on how to write a good headline
Try studying the ‘mail order’ ads that appear over and over again in the media. (The Sunday supplements are full of them.) If these ads appear often, and they’re genuine ‘direct response ads’, you can be sure they will have been tested to get the most effective headlines, offers and wording.
You’ll quickly see how these advertisers are harnessing the power of a headline, tapping into human nature, and hitting the right ‘nerve’. You’ll get ideas on how your own headline can be improved. And even if your effort doubles your response, or gets 20% more, how bad could that be?
Hit upon the RIGHT headline and your profits go through the roof.
If you'd like more strategies to help you battle the recession, go to www.resultscorporation.com.au
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