The Million dollar secret to highly effective marketing

The headline is unquestionably the most important element in your advertising and the only way to get your prospect's attention.

Do you want to know the best part?

Ninety-five percent of businesses get this wrong and it’s surprisingly an easy thing to fix. 

In this article, I am going to show you how to get the best possible results by just changing your headline with a few key principles set in stone. Let’s get into it.

Why the headline is the most important element 

Most businesses burn money with their advertising. The reason for that is pretty simple.

They don’t get the attention of their prospects because of a bad headline.

They don't know that the headline is the most important element in many things, not just in writing ads.

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’s the first words you or your salespeople (including in-store clerks, order department, or telephone marketers) utter when they engage anyone in a sales presentation or one-on-one discussion. 

Likewise, the “headline,” or its “equivalent,” is the first phrase you begin your conversation with when a customer or prospect comes in or calls in.

When it comes to marketing then a good headline is your only chance to make the people you want to reach pay instant attention. 

I mean, just imagen someone reads your headline and is forced to continue to watch your Ad.

It instantly grabs the attention of your prospect so strongly that he or she can’t other than listen.

But If you get this wrong…

You lose them in a matter of a split second, they will just skip your ad and continue with what they’ve done before.

What are good headlines?

A couple of days ago I saw an ad with the headline: Meet Miguel, our lead carpenter.

What the ad was about?

I have no idea. I moved on without even reading the copy.

The headline didn’t give me any benefit, it didn’t make me want to call them and it didn’t move the needle at all.

I mean, it didn’t even make me read the rest of the ad.

I could give you endless examples of bad headlines if you want to see some…

Just open your social media and you’ll find a lot.

But before we get into how to write a good headline and on what to watch while writing it, I want to give you an example of a good headline from a guy I know who has worked in real estate.

These two headlines are perfect examples of what a good headline actually looks like and what its purpose is…

...To grab the attention of your exact target audience.

One of his headlines was: “Your home sold, within 94 days or we pay you 1.500$.”

Now let me tell you…

He got plenty of leads with that headline.

Another example of his work is: “Four little-known tricks to get a higher mortgage.”

(This one was to generate mortgage clients)

Now obviously under those headlines, you find explanations, an offer, etc.

But the main point is that the exact people he wasn’t to reach will read that, and they will listen because it’s an enticing offer exactly for those groups of people.

How to write good headlines

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

When I say your prospect, I mean that your headline should be focused precisely on who you want to reach — your target market. 

Imagine you need to get the attention of a person who is standing in a big crowd of people, it’s loud, it’s rush hour, and you can't get close to that person.

What do you do?

Exactly… You shout out their name.

If someone screams my name then I will surely look up, I mean we have been trained since we were born that this is important for us.

So why not do the same when it comes to marketing?

How do we do that?

Well, let’s say you want to reach homeowners, then you might put the word “homeowners” in the headline. 

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

So, create a headline that tells the right people precisely the benefit you’re offering them. 

If you put a bit of effort into it and think about what your prospects would most likely want to hear, what problem they try to solve etc.

Then this will become easy and will make a big difference in your response rate.

If you get this right…

You can easily get 10 to 20 times better results on your Ads.

Conclusion

A change of headline can make you millions if you talk to the right people and give them an enticing offer.

 It should appeal to the reader’s self-interest and promise them a desirable outcome and benefit.

People are always looking to solve their problems, they are looking to gain more value, pleasure, and advantage from their lives.

 Be in the middle of that, solve their problem, and profit from it.

Avoid blind headlines that don’t give any value whatsoever, if your headline doesn’t give the reader value it won’t grab their attention.

And if you can’t grab their attention, you can never sell them anything.

Always incorporate that selling promise into your headlines.

There are plenty of ways to do this and it’s doable for every single business, now obviously the headline is the most important element in your ads but, there are plenty of other important things to get right.

If you want to know how we would do this in your business, get in touch with us today.

Talk soon,

Maurice