How Headlines Build Businesses

The absolute majority of headlines are boring, cliche or just dead wrong. 

In the next 4 minutes I’m going to show you how to get the attention of prospects, generate more leads and finally force your advertising to do what it’s supposed to do; get new clients. 

Let’s get into it.

THE MOST IMPORTANT ELEMENT OF ADVERTISING

Most people aren’t aware that headlines are unquestionably the most important element in advertising. 

It is also the most singularly important element of any selling message live or recorded any company ever uses. 

It is the opening sentence or paragraph you use in any sales letter or written communication you ever send out to customers, prospects, suppliers, or staff.  

It is the first few words you or your salespeople utter when they engage anyone in a sales presentation or one-on-one discussion. 

It is also the first paragraph you state when recording a commercial or when meeting people at your trade show booth display. 

PERFECT YOUR HEADLINES

The purpose of a headline is to grab your prospect’s ATTENTION.  

When I say your prospect, I mean that your headline should target precisely whom you want to reach — your target market.  

The headline should serve as an ad for your ad. 

For Example, if you want to reach homeowners, put the word “homeowners” in the headline. 

The headline should give the reader a Big Benefit or Big Promise. It should tell the reader immediately the essence of what you’re trying to say in the body copy.

 CHANGING YOUR HEADLINE CAN 20X YOUR OUTCOME

80% of your outcome — almost all the success of your selling effort is influenced by how and what you communicate at the BEGINNING.

Every headline or opening statement should appeal to the prospect’s self-interest. It should promise him or her a desirable, powerful and appealing benefit. 

Always incorporate your selling promise into your headline.

Make that promise as specific, desirable and advantageous to the prospect as you can.  

This requires you to include detailed educational and information-worth statements. 

2 MISTAKES YOU WANT TO AVOID

Firstly, negative headlines usually don't work well, but they can be effective if they highlight problems or bad outcomes that your product or service can help avoid. 

For Example, A headline like "Stop Losing Money on Bad Investments" uses negativity to show how your solution can prevent a problem.

You do not want to extend negativity towards people. They are looking to gain more advantages, results, benefits, pleasure, or value, from their lives… their actions… their businesses and definitely from their relationships.

Almost all of your prospects want to avoid more pain, dissatisfaction, frustration, mediocrity, and unpleasantness in their lives.

Secondly, if you want a good performing headline avoid blind headlines — the ones that mean nothing unless you read or listen to the whole proposition because — if you don’t gain your prospect’s attention and desire immediately with your headline, that prospect won’t listen or pay attention to the rest of what you, your ad, letter or sales message might say.

Implement this strategy and it might save you up to 80% of your advertising dollars.

If you're curious about how we can implement this strategy specifically for your business, get in touch with us:

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