In life, you only get one chance to make a first impression. In marketing, your headline is the first impression that your mail piece makes on the recipient. If that headline doesn’t capture their attention, the odds are they will stop reading and no matter how good your product or offer is, you will have wasted both your time and money.
The following headline writing tips will help you capture the attention of your prospects and so they continue to read the rest of your text:
- Promote the benefits of your product or service. The only reason that anyone buys a product or service is for its benefits. Always include and emphasize the product or service’s biggest benefit.
- Personalize the headline. By using the words “You” and “Your” the reader gets the impression that you are speaking directly to them. For example: “You Can Lose Weight and Feel Great in 21 Days!”
- Make the reader question whether your product or service is better than what they are currently using. Ask a question such as “Are You Paying Too Much for Car Insurance?” A headline such as this will make anyone with high insurance premiums think about calling to see how competitive your insurance rates are.
- Use key words to create excitement and interest in your product. For example: “The All-New High Performance Monterey 185 Out-Performs All Other Boats in Its Class” This headline is designed to make the perspective buyer curious as to what is new on this model and how is it out-performing other boats.
You only have a few moments to capture the attention of your prospect, so get the most out of your headline to increase your chances to capture the attention of your prospect and ultimately increase sales.
About FNBR Incorporated
FNBR is a marketing company located in Tampa, Florida. We provide printing, direct mail, mailing lists, database management, graphic design, web design, and email marketing services to companies throughout the U.S.
FNBR can be reached at email@example.com or toll free 1-888-988-8148.
Whether you are producing a postcard, brochure or an email blast, the advertising that you are sending out has two main components:
- The graphics that you have chosen, and
- The copy you have written.
While the purpose of the graphics is to catch the recipient’s eye, it is your copy that is going to sell your product or service. The following are some helpful hints to get the most out of your text.
First off, it is extremely important that you know the demographic makeup of your client base and that you write your text to cater to your clientele. For example, if your product is most useful for mothers with small children, then having your text highlight how your product will make their lives easier is an important selling point. Since your text will be gender specific, you likely will not have many males reading your ads, but what does it matter if they are not likely to purchase your product anyway. Knowing your clientele also makes purchasing a database easier and more profitable when you are looking for new leads. (See Demographics).
When people read your advertisement, the first thing that they will see is your headline – so make it count. If that headline doesn’t capture their interest, your ad will be tossed, no matter how good the rest of copy is. In one brief sentence, your headline needs to present what is unique and outstanding about your company/product and how your product or service will be of great benefit to them. It will require thought and effort to come up with a sensational headline, but the sales that a well written headline can generate will be well worth it.
Lastly, there are two driving factors that influence a potential buyer to purchase from you. For the most part, consumers are going to purchase for “analytical” or “impulsive” reasons. The analytic buyer is looking for the value in your product, while the impulse buyer is looking for the romance in your product. A well written ad should contain a blend of analytical and impulsive reasons to purchase your product. For instance, if you are marketing minivans, a well written ad would promote the practicality of the van for transporting a family, but would also promote the van’s sporty features.
A well written ad will require both time and effort on your part, but it is the best way to generate and increase sales!
Continue the Conversation
If you’d like to discuss how we can help you get your message out, call FNBR Inc. at 888-988-8148 or send us an email at firstname.lastname@example.org.
Here are 5 key factors to take into account when determining the copy length for your next marketing piece.
The more expensive an item is, the more copy you’ll usually need. It takes more evidence to convince a person to spend $750 with you than to spend $35.
Are you primarily looking to generate sales or leads from your marketing piece? If sales, the copy usually has to be longer because it needs to cover all the product information and overcome the most common objections. If leads, the copy can be shorter since there will be more opportunities to answer questions in subsequent contacts.
People who are pressed for time often respond better to shorter copy. Prospects with more time on their hands, such as retirees, or someone with a keen interest in what you’re selling, are better candidates for longer copy. For instance, motorcycle enthusiasts are likely to be very receptive to a comprehensive promotional piece on your custom motorcycle shop.
Convenience products can usually be sold with short copy. Complex products such as health insurance call for longer copy.
Short copy works well for things the prospect already is familiar with. Postcards are a great way to invite people to visit a retail store, order a pizza, or get 15% off their next oil change.
Your copy should be long enough to do its job effectively, but no longer than is necessary. Regardless of the length, always strive to make your copy interesting and persuasive.
Continue the Coversation: Call FNBR toll free at 888-988-8148 or email us at email@example.com.