Headlines are the first thing prospects read. 80% decide if they'll keep reading on the basis of your headline.
Do your headlines prompt readers to learn more about your products and services, or click to another web site, or throw away your letter?
Avoid these three headline mistakes:
1. Don't Emphasize Obscure Company Names
Most small businesses and many not so small businesses names aren't household words. Unless your name is among the most recognized brands such as, Craftsman, Waterford, Rolls Royce, the Discovery Channel, WD-40 or Crayola there is a very good chance people won't associate your company name with anything. Have you ever visited a web site or read a print ad where the company's name covered the top part of the page and it's something like, "Pharos Partners"? Unless the name of your company describes what you do, it is not going to grab prospects' attention. Move it to the side and make room for a creative headline.
2. Avoid Welcome Statements
On many websites the first line you read is, "Welcome to our Site". There is a reason you don't see these in print ads. Welcome statements are a waste of time in marketing; they do little to help prospects understand what you do.
3. Delete Vague Descriptions and Statements
Statements like, "Our aim is to connect you with information and resources to achieve your maximum potential", apply to a number of different businesses: cooking schools, management consultants, eldercare programs, etc.
Instead, write headlines to grab your prospects' attention.
People look at web sites the same way they look at magazine ads. They scan the page quickly to see if the product or service is something they want. On the web, or in a marketing brochure, if you capture their interest they'll keep reading.
The best way to do this is to give them a clear idea of the problems your products or services can solve and/or the benefits you provide. Use some carefully selected words such as:
* Reliable Office Supplies, free next day delivery
* In-home sports training for exercise enthusiasts
* Web and print design that helps your business grow.
Grab your prospects' attention in the first few seconds with your headline. Then follow with compelling copy to clarify the value of your products and services and you'll generate many more sales.
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Grab Attention with Your Headlines - To learn more about this author, visit Donald F. Pooley's Website.
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Donald F. Pooley
(Visit Donald's Website)
Don Pooley, the author of this article,
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Copyright 2005, Donald F. Pooley, Inc.
Don Pooley CLU, CFP, CHFC, "The
Advisor's Advisor" has shared
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Australia, Chicago, New
York, San Francisco, Hong Kong, and
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