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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 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" 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
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