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

---

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

See How to Advertise and Gain More Money to Blast Another Project

We have a Great News that we think that may... Read More

Create Your Own Business Cards, Part 1

In this lesson, we will create a business card, using... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

Free Publicity With Dogs, Cats, and Rats

Here's a fascinating idea.. Having noticed that there always seemed... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

A Lesson In Advertising From The Eighteenth Century

Back in the 1760s, the great Dr Samuel Johnson delivered... Read More

Whats On Your Business Card?

A professional business card says more about you and your... Read More

Grab Your Share of Untold Amounts of Advertising Dollars

If you advertise in any way, the following information could... Read More

Take Your Radio Ads to the Next Level

Most small businesses do not have a high powered advertising... Read More

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak... Read More

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

Yellow Pages Ads - Buying Secrets

Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More

The Secrets of High Money Classified Ads

When used effectively, classified ads can be one of the... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More

6 Ways To Get More Sales From Your Advertisement

To bring great sales success, a great advertising technique is... Read More

Improve Your Promotional Flyers And Improve Sales

Admittedly, I have not seen your advertising flyer. Then again,... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More