Today I’m going to reveal a profit killing, advertising blunder
even major conglomerates like Hyatt hotels are guilty
of committing.
Disregard this as no big deal, and it will hit you in the
pockets big time.
Take heed to it, and watch your profits skyrocket.
So let’s dive
in…
Out of all the elements necessary to produce a persuasive
sales message, nothing beats a killer headline.
Sure you need a sticky lead…powerful product presentation…
undeniable proof elements…premiums, offers…iron-clad
guarantees pants on fire urgency….and a powerful close.
However a killer new headline can boost response and ad spend
ROI 25%…35%…even 45%.
In fact, Olgilvy ad agency founder, David Olgilvy is quoted stating:
“On the average, five times as many people read the headline as
read the body copy. When you have written your headline, you
have spent eighty cents out of your dollar.”
-David Olgilvy
Here’s why headlines are so crucial.
Your readers depend on headlines to cut through clutter
In a noisy market place… and make them aware of the
articles and ads most relevant to them.
The average person is exposed to between 4,000 and 10,000
ads, daily. Most of which are irrelevant to her needs.
Why Confuse Them With
A Dopey Headline?
Like Hyatt hotels. In a back cover ad, the most expensive real estate in
the magazine world. Hyatts’ ad possessed an unclear light-colored background.
With the following ad copy: “Pate. Pillows. Are GEESE
great or what?
Awful. If Hyatts’ name hadn’t been mentioned, the reader would have
no indication of what the ad was even selling.
Here’s three sure-fire, templates you can use
for your next headline.
1. The Lazy _________ Way to __________.
This templates works well with audiences who have a frustrating
Itch that needs to be scratched.
Few people will admit to being lazy, but most of your prospects
will jump at the chance to get a quick and easy solution to
their most pressing problems.
E.X. Joe Karbos’ book
The Lazy Man’s Way To Riches.
2. Give Me [short time period] and I’ll give you________.
This template is heavy on the appeal. It promises an irresistible
benefit with a small time commitment.
E.X.
“Give me 30 seconds, and I’ll give you 3 iron-clad ways to
end your knee pain.”
3. Who Else Wants [blank]?
One of the leading principles in Robert Cialdini’s cult classic,
“Influence” is social proof.
This formula implies social proof, by suggesting a pre-existing
demand for the product or service.
E.X.
Who Else Wants Spicy Tuna?
With ad costs steadily rising……vague…unclear…or irrelevant messaging,
will murder your bottom line.
Your advertising should leap off the screen, or page, grab your
Intended reader by the collar and lead them seamlessly
to a call to action.
If not, you can kiss your profits goodbye…as you watch your ad budget
go down the drain.
A few months back I tweaked the headline on an email campaign
for an Esthetician resulting in a 40% open rate.
The average across all industries is 21.33%, according to mail chimp.
That’s more than double the typical exposure from a simple
headline tweak.
