The Cardinal Sin Of Marketing!
Dear Friend,
At the upcoming Inforamtion Marketing Expo -- http://www.kingofcopy.com/informationmarketingexpo -- I'm going to be spending quite a bit of time on making sure you never commit...
The Cardinal Sin Of Marketing!
Here's the deal: If you’ve been a subscriber of mine for a while, then you’re no stranger to the topic of "Headlines".
Your headline actually accounts for as much as 80% of the effectiveness of your ad -- regardless of whether it’s a display ad... a sales letter... or a web page.
Think about it this way: Your headline is your “ad” for your “ad”.
And if you don’t “hook” your reader within the first 0.7 seconds they see your ad -- forget about it -- they’re gone, and so is any potential for your sale.
Sounds rough -- but sometimes selling IS rough, when...
You don’t know the rules!
Sadly, most advertising doesn’t have a headline, and if it does... it’s a very... very... BAD... headline.
Usually, the headline says the name of your company, or what you’re selling, like:
“Cosmetic Surgery Associates”... or “Income Taxes”... or “Doris’ Produce Store”.
But since you’re a little smarter than the average bear, you already know, these kinds of headlines...
Are All... Worthless!
So, what kinds of headlines should these businesses be using instead?
Well, cosmetic surgeons can say something like this, depending on what area of surgery they’re “pitching”:
"Women! How To Look... And Feel... At Least 15 Years Younger... Start
Turning Heads Once Again... And... Restore ALL Your Youthful
Energy And Enthusiasm... In 7 Days Or Less!"
And even accountants, one of the most boring of all professions in existence (I know -- when I graduated from college, I was a CPA -- Yikes!), can spice up their ads and attract attention by saying something like this:
"Attention Business-Owners! Why Pay The IRS Even One Thin Dime More Than You Have To? Here’s A No-Risk Way Of Getting A MUCH Larger Refund Than You Did Last Year!"
See, one thing about being boring is...
It’s The Cardinal Sin Of Marketing!
Being boring in your marketing is like being boring on a first date -- you simply won’t get a second date -- no matter HOW much you may want one!
So keep things moving, and make it exciting!
And lastly, the produce mart can say something like:
"FREE Apples! Get 3 Freshly Picked Tasty Apples,
Just For Coming Into Doris’ Produce Mart On Wednesdays!"
Remember, if you're a retail store, getting people in your doors is what you want to do in this case. And even though you may have a few “tire-kickers” coming in ONLY for the apples, most people won’t come in, unless they want to buy something else, anyway.
So don’t be afraid of attracting attention. In fact, no attention = no readers = NO SALES!
And this is a huge problem.
Just make sure you're getting attention for doing the right things, and you'll walk away smiling.
Now go sell something,
Craig Garber
Any comments?
Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!
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| “Craig Garber is America's top direct-response copywriter. Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber. All rights reserved.” |