Do Businesses Advertise To Entertain? Or To Generate Sales and Leads…? Or…What
June 30th, 2008 by Mark Pocock
I’m reading the ad’s from the companies advertising in a particular magazine.
And I thought I’d make a quick Blog posting to share with you some of the headlines in these ads.
Why? Because there’s a lesson you can learn from this.
You see the point of a headline is to stop your prospect. The person who you’ve identified as your ideal customer.
Think of it like this; you’re trying to flag down the rushing train.
And the point of the headline is to get the reader to read the first sentence.
And then the second sentence….and the third. And so on….
So come a little closer. Are you ready? Let’s see…
“Software Solutions Put Into Practice”
Well at least I can guess they’re selling software. Sounds like bit of a “Me” message though.
“We Make It Happen”
Is this a “ME” message or what? What the heck are they talking about? Turns out it’s ….finance would you believe.
“Let’s Connect”
What’s this? A dating service? Are they supplying exotic mail order ladies from the Far East ? Er…NO…it’s a bank.
“Name Solicitors”
Well they’ve certainly not given me any encouragement or reward to make me want to read on are they?
“Design is Our Passion”
Haven’t they heard when you’re marketing it’s all about your customer? And what they want to gain…want to be…want to do…and…want to save?
“17% More Growth For Your Business”
Hey, at least this company is offering me a benefit. Mind you, I think they could make it more compelling to make a person pick up the phone.
“Streamline The Way You Find New Customers”
This one has the hint of a promise in the headline. But they let themselves down badly I think.
This is a full page ad - must have cost quite a bit. And there’s a large picture of a round straw bale with a needle through it. Surely they could have used some persuasive words to make the reader want to find out more.
“No Light at The End Of The Tunnel”
When you consider this headline, what’s the first thing that comes to mind? I’ve got to read this headline a few times and I’m still trying to puzzle out what they’re trying to say.
Look when you write a headline you have to bear in mind you’ve only got 4-5 seconds to grab your reader’s attention. For the reader to decide whether it’s worth their while to read on. Nobody reads ads (except for sad copywriters like me….)
You have to ‘wake up’ your reader with a headline that stops them in their tracks. And grabs their attention.
So stop and think about your reader. Before you write your headline.
It’ll pay off.
Yes it will.
Warmly
Mark
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