80% of All Advertising Is Wasted Due To This Common
Mistake
by: John Jantsch
You’re flipping through this publication as you wait for
your latte, when suddenly you decide to stop and read an ad. What made you stop?
I’ll bet it was an attention grabbing headline.
It is a scientifically proven fact that 5 times as many people read headlines as
read the body copy of an ad. So with the headline, an advertiser has spent about
80% of their advertising dollar. It doesn’t take a genius to realize then the
headline is the most important part of any ad.
Yet, most small business advertising is wasted for lack of an effective headline
or, worse yet, no headline at all. Don’t make this same mistake.
The headline is the first thing that your reader or prospect sees when they open
your letter, browse a magazine, or flip your postcard. In that moment, (about 3
seconds) your reader decides whether or not to read any farther.
So first and foremost, any advertisement you produce must have a headline and
your headline must grab your reader's attention immediately. If you don't grab
them by the throat and hold them right away, you never will.
Writing powerful headlines takes some hard work but
it can be done if you follow some simple guidelines.
1. Your headline should give the reader a reason to stop and read now instead of
later – a carefully chosen word or two can create urgency
2. Your headline should communicate something the reader considers valuable –
they need to be able to justify the time spent reader your ad
3. Your headline should scream how you might offer something that is unique or
at least interesting
4. Your headline should point to something very specific for the reader – use
facts and how to’s
Using these points as a guide to create your headlines allows you to create
headlines that hook your reader quickly, offers them a benefit they want, and
gives them a reason to read on. Never use boring, conventional or overused
statements and never use a headline to trick your reader into looking on.
Attention Getting Power Words
for Your Headlines
Look at powerful headlines and you will see that many contain one or more of the
following words that sell. Discover Easy Free New Proven Save Results
Introducing At Last Guarantee Bargain Easy Quick Sale Why How To Just Arrived
Now Announcing Start of by writing some headlines that clearly communicate your
promise, benefit or USP. Then look for ways to make them even more powerful by
adding a power word or two and checking if they contain at least 3 of the
guidelines provided above.
Copyright 2004 John Jantsch
John Jantsch is a marketing coach and creator of the Duct Tape Marketing System.
You can get more information about the Duct Tape System and download your free
copy of “How To Create the Ultimate Small Business Marketing System in 7 Simple
Steps” by visiting http://www.DuctTapeMarketing.com
