| Picture the scene. You're sitting in a doctor's waiting | | | | In business marketing, it's important that your headline |
| room, flicking through the pages of a magazine when | | | | compels the reader to act quickly. The more time that |
| you suddenly start reading an ad. Why? What drew | | | | passes between reading the ad and acting on it, the |
| your attention to that particular ad? An attention | | | | greater the likelihood that they'll never actually place an |
| grabbing headline, that's what. | | | | order. |
| Think about how you 'read' magazines. What do you | | | | Words and phrases such as "now", "ending soon", |
| look at first? My bet is it's the headlines. If the headline | | | | "don't delay", "today" and "final offer" all tell the reader |
| grabs you, you'll scan the rest of the text to see if | | | | that this is an opportunity they'll lose out on if they don't |
| there's anything more that grabs you. If there is, you'll | | | | act now. |
| read the whole thing. Those who know about good | | | | Use Facts |
| business marketing know about writing great headlines. | | | | People like facts - they trust them. |
| Your job, if you really want to sell your products or | | | | A headline that says "Ten Thousand Satisfied Mothers |
| services, is to make sure whoever picks up the | | | | Can't Be Wrong" will be more compelling than "The |
| magazine containing your ad will actually stop and read | | | | Whole World Is Using Our Nappies". Nobody is going to |
| what you have to say. The day you went into | | | | believe that everybody in the whole world is using your |
| business, marketing became a number one priority - | | | | product are they? But they are likely to believe 10,000 |
| without it you'll never sell a thing. | | | | mothers have been satisfied. |
| So let's see what you can do to make sure your | | | | Notice that we haven't actually mentioned what the |
| business marketing is up to scratch when it comes to | | | | product is? By leaving this out of the headline, if the |
| writing great headlines that will grab the reader and | | | | reader wants to know exactly what it is 10,000 |
| compel her to read on. We want her to want to know | | | | mothers are satisfied with, she'll have to read on. |
| more. | | | | That's good business marketing. |
| First of all, to create a great headline there are three | | | | Follow the headline up with information to support the |
| things that need to be fulfilled. | | | | fact. Something like "More than 10,000 customers |
| 1. Hook your reader quickly | | | | return to place a second order - why not join those |
| 2. Give them a personal benefit | | | | mums and put your baby in the nappies he'll love |
| 3. Give them a reason to continue reading | | | | best?" will give them a sense of buying a tried and |
| The following takes a closer look at how you can | | | | tested product. They may even feel they're not doing |
| achieve the above. | | | | what's best for baby if they don't use your products, |
| Use A Headline | | | | which is an extra bonus. |
| As obvious as this may sound, far too many | | | | Don't Bore The Reader |
| businesses omit the use of a headline when compiling | | | | It's a fact that too many headlines are just plain boring. |
| their ads in a bid to get as much information into as | | | | Clichés and churned out statements we've all |
| little space as possible. Unfortunately, this is bad | | | | seen time and time again just don't provide the hook |
| economy. | | | | you need if your business marketing is going to have |
| If there's no headline, there's nothing to grab the | | | | any chance of success. Look for something fresh. |
| reader's attention so it's far better to cut out some of | | | | Use Words That Attract |
| the waffle in your text and make room for a great | | | | Certain words attract the reader more than others. |
| headline that'll reach out from the page and entice | | | | Those involved in business marketing know which |
| potential clients to read your text. When it comes to | | | | ones are winners and by using them they have the |
| writing ads, there's no such thing as good business | | | | edge of amateurs who are writing their first business |
| marketing without the use of headlines. | | | | ads. |
| Know Your Market | | | | The following words will attract the reader to your ad: |
| An ad placed in "The Lady" will be targeted at a | | | | * Today |
| completely different audience to one placed in "Mother | | | | * New |
| and Baby". Both groups could well be potential clients | | | | * Reveal |
| but when it comes to business marketing, it's important | | | | * Improve |
| that each ad is individually directed at the audience in | | | | * Quick |
| question. Give plenty of thought to the type of headline | | | | * Discover |
| that's most likely to be compelling to the groups of | | | | * Important |
| women that read each of the magazines. | | | | * Be the first |
| Give the Reader A Reason to Stop | | | | * Discover |
| People lead busy lives and even while browsing | | | | Now that you know what kind of ad works, it's time to |
| magazines, they'll only be willing to offer you a certain | | | | learn how to actually write them. |
| amount of time in which to grab their attention, with | | | | * Start by writing a few headlines that tell the reader |
| three seconds being the average. Not long is it? | | | | what you want them to know. |
| It's been proven time and time again that great | | | | * Re-write a few times so that you have several |
| headlines are those that offer the reader something. | | | | alternatives of each. |
| By that, I don't mean "Read This and Get A Free | | | | * Without adding any text, ask friends what the |
| Dinner", but you do have to let them know there's | | | | headlines tell them and find out how they'd react. Try |
| something in it for them. | | | | to find friends from different backgrounds and who |
| "Clear Skin Can Be Yours Today" and "Take The | | | | have different lifestyles. |
| Dream Holiday You Didn't Think You Could Afford" are | | | | * Ask yourself which type of people did your ad work |
| examples of good business marketing through the use | | | | best for and which magazine they'd be likely to read. |
| of ads that promise personal improvement. | | | | Now that you know the secrets of improving your |
| Again, consider your target market and tailor your | | | | business marketing by writing great headlines, all that |
| headline so that it offers the reader something that | | | | remains is for you to place your ad and start reaping |
| she considers valuable to her lifestyle. | | | | the benefits. |
| Create Urgency | | | | |