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Seven Ways to Tackle a Marketing Headline
Written by: Keith ThirgoodArticle Overview: There are a number of standard headline formats that copywriters have used for years that consistently work. Substitute your product, service or benefit in place of my examples, and see if you get a good working headline.
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Free Download - Direct Mail The Numbers Game, part two By Keith Thirgood |
Seven Ways to Tackle a Marketing Headline
There are a number of standard headline formats that copywriters have used for years that consistently work. Substitute your product, service or benefit in place of my examples, and see if you get a good working headline.
The Question: Questions get the reader thinking: "Are you concerned that your sales staff aren't up to the job?" Readers can't help but answer it in their minds. They're automatically involved in your message. Once involved, many will continue to read your letter, ad, brochure or website just to discover the answer or solution you provide.
The "How To" approach: How-to headlines are amazing: "How to take credit cards online without being held hostage by your bank." When you empower people, they tend to buy into your message.
Testimonials say it: Despite the fact that no one is going to publish a negative testimonial, people still respond positively to testimonials. A recommendation from a neutral third party helps overcome people's natural suspicion. "Within weeks of implementing Fred's system, our sales were up by 25%." Jane Smith, CEO, Someone's Company, Vancouver.Never try to get away with using something like "J.S., Vancouver". Nobody believes a testimonial that's not personally acknowledged Use the person's full name and location. (If it's a B2B testimonial, include company name and title.)
Tell them what to do: Big firms in their advertising often use these sorts of headlines. Along the lines of: "Put a tiger in your tank." Take your key benefit and convert it into a command.
It's big news: Don't try this when you've nothing newsworthy to say, however, if you've got news, you can use it. "Fred Smith, CEO, doubles the size of our service department to better service our customers." "Capstone Communications Group introduces the Tactical Marketing Workshop series to bring professional marketing expertise into the hands of micro businesses."
Deadlines, "threats" and special offers: Regrettably, most of us can't get our act together to take advantage of everything we'd like to. To make the sale, you've got to motivate your target to act today. "Sale ends in three days" "Every day you delay costs you hundreds of dollars" "For a limited time, buy one and get one free."
FREE, the four hundred pound gorilla of marketing terms: "FREE whitepaper on doubling your income" will draw lots of interested prospects. And forget the belief that well-to-do folks aren't motivated by free stuff. It's just not so. However, make sure you write your offer to suit your audience's sense of their worth. "No fee for your initial consultation" or "Each executive desk comes with a bonus, gold-filled CEO pen set"
Headlines are a shortcut into your prospect's consciousness. Most of us don't have the time to devote to thoroughly read your marketing message, so a good headline grabs us and commands our attention. Don't shortchange this important marketing tool.
Related Articles
How to Write Headlines: Evaluating Headlines to Ensure You Grab Your Prospect’s Attention
Your Head Lines-> Are They Working?
Marketing to get results!
We Live in a Headline World; Will Yours Do its Job?
Advertising: The Nuts And Bolts Of Making It Work: Step One: Make your Headlines Command Attention
Article Tags:
benefit,
headlines,
marketing,
writing
About the Author: Keith Thirgood
RSS for Keith's articles - Visit Keith's website
Keith Thirgood is Creative Director of Capstone Communications, a marketing and design firm. He is immediate past-president of the Association of Independent Consultants . He can be reached, 9 am - 5 pm EST, at (905) 472-2330 or through his website, .
Click here to visit Keith's website
More from Keith Thirgood
Break Away Marketing
Will it blend
Too Dull Too Sharp
Target Your Market
Client Survey as Marketing Tool
Related Forum Posts
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f
- Hi,
Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few,
great looking site btw Jeff,
take care,
Carol
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
The "How To" approach: How-to headlines are amazing: "How to take credit cards online without being held hostage by your bank." When you empower people, they tend to buy into your message.
Testimonials say it: Despite the fact that no one is going to publish a negative testimonial, people still respond positively to testimonials. A recommendation from a neutral third party helps overcome people's natural suspicion. "Within weeks of implementing Fred's system, our sales were up by 25%." Jane Smith, CEO, Someone's Company, Vancouver.Never try to get away with using something like "J.S., Vancouver". Nobody believes a testimonial that's not personally acknowledged Use the person's full name and location. (If it's a B2B testimonial, include company name and title.)
Tell them what to do: Big firms in their advertising often use these sorts of headlines. Along the lines of: "Put a tiger in your tank." Take your key benefit and convert it into a command.
It's big news: Don't try this when you've nothing newsworthy to say, however, if you've got news, you can use it. "Fred Smith, CEO, doubles the size of our service department to better service our customers." "Capstone Communications Group introduces the Tactical Marketing Workshop series to bring professional marketing expertise into the hands of micro businesses."
Deadlines, "threats" and special offers: Regrettably, most of us can't get our act together to take advantage of everything we'd like to. To make the sale, you've got to motivate your target to act today. "Sale ends in three days" "Every day you delay costs you hundreds of dollars" "For a limited time, buy one and get one free."
FREE, the four hundred pound gorilla of marketing terms: "FREE whitepaper on doubling your income" will draw lots of interested prospects. And forget the belief that well-to-do folks aren't motivated by free stuff. It's just not so. However, make sure you write your offer to suit your audience's sense of their worth. "No fee for your initial consultation" or "Each executive desk comes with a bonus, gold-filled CEO pen set"
Headlines are a shortcut into your prospect's consciousness. Most of us don't have the time to devote to thoroughly read your marketing message, so a good headline grabs us and commands our attention. Don't shortchange this important marketing tool.
Related Articles
How to Write Headlines: Evaluating Headlines to Ensure You Grab Your Prospect’s Attention
Your Head Lines-> Are They Working?
Marketing to get results!
We Live in a Headline World; Will Yours Do its Job?
Advertising: The Nuts And Bolts Of Making It Work: Step One: Make your Headlines Command Attention
Article Tags:
benefit,
headlines,
marketing,
writing
About the Author: Keith Thirgood
RSS for Keith's articles - Visit Keith's website
Keith Thirgood is Creative Director of Capstone Communications, a marketing and design firm. He is immediate past-president of the Association of Independent Consultants . He can be reached, 9 am - 5 pm EST, at (905) 472-2330 or through his website, .
Click here to visit Keith's website
More from Keith Thirgood
Break Away Marketing
Will it blend
Too Dull Too Sharp
Target Your Market
Client Survey as Marketing Tool
Related Forum Posts
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f
- Hi,
Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few,
great looking site btw Jeff,
take care,
Carol
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
Tell them what to do: Big firms in their advertising often use these sorts of headlines. Along the lines of: "Put a tiger in your tank." Take your key benefit and convert it into a command.
It's big news: Don't try this when you've nothing newsworthy to say, however, if you've got news, you can use it. "Fred Smith, CEO, doubles the size of our service department to better service our customers." "Capstone Communications Group introduces the Tactical Marketing Workshop series to bring professional marketing expertise into the hands of micro businesses."
Deadlines, "threats" and special offers: Regrettably, most of us can't get our act together to take advantage of everything we'd like to. To make the sale, you've got to motivate your target to act today. "Sale ends in three days" "Every day you delay costs you hundreds of dollars" "For a limited time, buy one and get one free."
FREE, the four hundred pound gorilla of marketing terms: "FREE whitepaper on doubling your income" will draw lots of interested prospects. And forget the belief that well-to-do folks aren't motivated by free stuff. It's just not so. However, make sure you write your offer to suit your audience's sense of their worth. "No fee for your initial consultation" or "Each executive desk comes with a bonus, gold-filled CEO pen set"
Headlines are a shortcut into your prospect's consciousness. Most of us don't have the time to devote to thoroughly read your marketing message, so a good headline grabs us and commands our attention. Don't shortchange this important marketing tool.
Related Articles
How to Write Headlines: Evaluating Headlines to Ensure You Grab Your Prospect’s Attention
Your Head Lines-> Are They Working?
Marketing to get results!
We Live in a Headline World; Will Yours Do its Job?
Advertising: The Nuts And Bolts Of Making It Work: Step One: Make your Headlines Command Attention
Article Tags:
benefit,
headlines,
marketing,
writing
About the Author: Keith Thirgood
RSS for Keith's articles - Visit Keith's website
Keith Thirgood is Creative Director of Capstone Communications, a marketing and design firm. He is immediate past-president of the Association of Independent Consultants . He can be reached, 9 am - 5 pm EST, at (905) 472-2330 or through his website, .
Click here to visit Keith's website
More from Keith Thirgood
Break Away Marketing
Will it blend
Too Dull Too Sharp
Target Your Market
Client Survey as Marketing Tool
Related Forum Posts
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f
- Hi,
Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few,
great looking site btw Jeff,
take care,
Carol
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
Deadlines, "threats" and special offers: Regrettably, most of us can't get our act together to take advantage of everything we'd like to. To make the sale, you've got to motivate your target to act today. "Sale ends in three days" "Every day you delay costs you hundreds of dollars" "For a limited time, buy one and get one free."
FREE, the four hundred pound gorilla of marketing terms: "FREE whitepaper on doubling your income" will draw lots of interested prospects. And forget the belief that well-to-do folks aren't motivated by free stuff. It's just not so. However, make sure you write your offer to suit your audience's sense of their worth. "No fee for your initial consultation" or "Each executive desk comes with a bonus, gold-filled CEO pen set"
Headlines are a shortcut into your prospect's consciousness. Most of us don't have the time to devote to thoroughly read your marketing message, so a good headline grabs us and commands our attention. Don't shortchange this important marketing tool.
Related Articles
How to Write Headlines: Evaluating Headlines to Ensure You Grab Your Prospect’s Attention
Your Head Lines-> Are They Working?
Marketing to get results!
We Live in a Headline World; Will Yours Do its Job?
Advertising: The Nuts And Bolts Of Making It Work: Step One: Make your Headlines Command Attention
Article Tags:
benefit,
headlines,
marketing,
writing
About the Author: Keith Thirgood
RSS for Keith's articles - Visit Keith's website
Keith Thirgood is Creative Director of Capstone Communications, a marketing and design firm. He is immediate past-president of the Association of Independent Consultants . He can be reached, 9 am - 5 pm EST, at (905) 472-2330 or through his website, .
Click here to visit Keith's website
More from Keith Thirgood
Break Away Marketing
Will it blend
Too Dull Too Sharp
Target Your Market
Client Survey as Marketing Tool
Related Forum Posts
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f
- Hi,
Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few,
great looking site btw Jeff,
take care,
Carol
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
Headlines are a shortcut into your prospect's consciousness. Most of us don't have the time to devote to thoroughly read your marketing message, so a good headline grabs us and commands our attention. Don't shortchange this important marketing tool.
Related Articles
How to Write Headlines: Evaluating Headlines to Ensure You Grab Your Prospect’s Attention
Your Head Lines-> Are They Working?
Marketing to get results!
We Live in a Headline World; Will Yours Do its Job?
Advertising: The Nuts And Bolts Of Making It Work: Step One: Make your Headlines Command Attention
Article Tags:
benefit,
headlines,
marketing,
writing
About the Author: Keith Thirgood
RSS for Keith's articles - Visit Keith's website
Keith Thirgood is Creative Director of Capstone Communications, a marketing and design firm. He is immediate past-president of the Association of Independent Consultants . He can be reached, 9 am - 5 pm EST, at (905) 472-2330 or through his website, .
Click here to visit Keith's website
More from Keith Thirgood
Break Away Marketing
Will it blend
Too Dull Too Sharp
Target Your Market
Client Survey as Marketing Tool
Related Forum Posts
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f
- Hi,
Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few,
great looking site btw Jeff,
take care,
Carol
Kevin's Case Study #11 - A New Forum Category?
- Hi Everyone,
2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category.
I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above?
Thanks
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
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About the Author: Keith Thirgood RSS for Keith's articles - Visit Keith's website Click here to visit Keith's website Break Away Marketing Will it blend Too Dull Too Sharp Target Your Market Client Survey as Marketing Tool |
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