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Advertising Headlines and How to Write Them
1. Attract prospects with your headline
2. Appeal to your reader's self-interest with your headline
3. Sell your product in your headline
4. Include your selling promise in your headline
5. Name what you are advertising in your headline
6. Avoid award-winning cleverness in your headlines
7. Say things in the positive in headlines
Secondly, statements phrased in a negative way often mislead readers. They think your negative way of phrasing a positive thing says the opposite of what it actually says. Thus, some readers will see the headline OUR BEEF CONTAINS NO ADDITIVES, but will mistake it to have said OUR BEEF CONTAINS ADDITIVES. This headline is better re-written as OUR BEEF IS 100% PURE.
8. Avoid "IF" headlines
You are better off: (1) putting the prospect right into your headlines, (2) assuming that your prospect has the need that you are addressing and (3) speaking as though the prospect is already satisfied with your product. For example: WATCH YOUR ELECTRIC BILL SHRINK WITH THIS ELECTRIC LAMP, or "JOE'S PLUMBING SAVED MY HOUSE FROM FLOODING."
9. Say things in the present tense in your headlines
The present tense is stronger than the future tense: T.E.S.T. COMPUTERS WILL MAKE YOU MORE PRODUCTIVE is weaker than T.E.S.T. COMPUTERS MAKE YOU MORE PRODUCTIVE.
10. Make headlines work with the visual, not the body copy
Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.
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Why Not Use the Humble Fax in Your Advertising Strategy?
When my daughter complained recently about the prohibitive cost of news media advertising, we had a discussion about the ways in which she could sell her range of body products (hand creams, lip balms etc). I explained to her that huge firms like K Mart wouldn't spend millions of dollars annually for advertising if it wasn't necessary. But every week, a K Mart catalogue arrives in our mail box. Every week, like clockwork, ads appear on television for K Mart specials ... there are always specials.
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FACT: Most people don't spend anywhere near enough time on creating a strong, compelling headline.
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Offline Advertising Tips
Since most of us are always online and our business is online, we often forget the importance of advertising our business offline. Print advertising can be one of the best forms of advertising for your buck. Why? Well, with print advertising it's in the form of hard copy and is always in view of your potential customers. Thats just one small example. Think about your daily newspaper...try hiding that in your email box! The following are just a few hints and ideas for you to consider before you place an offline advertising campaign.
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Does Post Card Advertising Really Work?
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One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper. This usually ranges from $23.00-35.00 per thousand if we print the flyers and $25.00-50.00 per thousand if the newspaper prints them. The newspaper rarely prints flyers in house, although some do. They contract it out because their printing presses are all computerized and specialized for that industry only. Large newspapers such as The Los Angeles Times have really neat programs whereby they will mail a flyer to every residence, which doesn't take the paper. Christmas time is a bad time to do inserts because it gets lost in all the shuffle of 20 other color catalogs of every retailer under the sun.
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