Why Most Advertisements Stink!

Question: What do you think the most important part of any ad is?</P> <P>Your company name? Your telephone number? Your offer?</P> <P>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.</P> <P>What's the answer? THE HEADLINE!!</P> <P>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.</P> <P>REMEMBER: The Only Job Of A Headline Is To Get The Reader To Read The First Paragraph.</P> <P>It should be big, bold, dark and easy to read. But more importantly, it must force the reader to read on.</P> <P>"HEADLINE TEST"</P> <P>How do you know you have a powerful, effective headline? </P> <P>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. </P> <P>So if your headline is, say, the name of your company, the classified ad would read: </P> <P>&quot;Acme Mortgage, No. 1 in service<BR>and reliability. For more info,<BR>call 1-800-000-0000."</P> <P>Trust me, that does NOT work. </P> <P>But if the headline is;</P> <P>"6 Things You Must Know Before Getting<BR>A Home Mortgage. Free Report Tells All.<BR>Call 1-800-000-0000".</P> <P>That does work.</P> <P>Put every headline you use in your ads, letters, flyers, brochures to this test. </P> <P>Tips For Stronger Headlines</P> <P>1. Telegraph a dynamic benefit or promise.</P> <P> (You want to evoke emotion in every advertisement, always answering the reader's questions, &quot;What's in it for me? And why should I continue reading this?&quot;)</P> <P>Example: "You Can Laugh At Money Worries -- If You Follow This Simple Plan"</P> <P><BR>2. Add "How To" to the beginning.</P> <P>Example: "How To Escape the Debt Rat-Race And Get Debt-Free, Fast....."</P> <P><BR>3. "Flag" your targeted prospects. Let them know who the ad is talking too. </P> <P>Example: "Credit Card Payment Sufferers: How To End The Pain In 3 Days!"</P> <P><BR>4. Arouse curiosity. </P> <P>Example: "What Your Banker Doesn't Want You To Know"</P> <P><BR>5. Use meaningful specifics. </P> <P>(3 days is more "specific" than "in days"). </P> <P>Example: "I Instantly Saved $103,239.83 and Never Took The TV Remote Out Of My Hand"</P> <P><BR>6. Use powerful attention-grabbing words. </P> <P>(Like "Warning", "Guaranteed", "New", &quot;Now.")</P> <P>Example: "WARNING: Credit Card Users May Be Paying To Much"</P> <P>For a free instant reference guide that reveals time tested formulas to create dynamite, attention-getting <A target="_new" href="http://www.leadgenerationadvertising.com/">headlines</A> visit: <A target="_new" href="http://www.leadgenerationadvertising.com/">http://www.leadgenerationadvertising.com/</A><BR></P><p>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 <A target="_new" href="http://real-estate-marketing-tips.com/">real estate agents</A>. For free <A target="_new" href="http://www.mortgagemarketingtips.com/">mortgage marketing</A> articles and much more visit: <A target="_new" href="http://www.mortgagemarketingtips.com">http://www.mortgagemarketingtips.com</A>