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Feature ArticleHOW TO GRAB ATTENTION WITH YOUR HEADLINES
You've got just a few seconds to grab your prospects'
attention, spark their interest and motivate them to keep
reading whether they're looking at your web site, your
letter or your brochure. Headlines are the first thing
your prospects read. Four out of five people determine
whether they keep reading to learn about your products
and services on the basis of your headline.
Do your headlines capture your prospects' attention or
do they confuse them and send them away?
Are your headlines prompting prospects to learn about
your products and services or click to another web site
or throw away your letter?
Avoid the three following headline mistakes.
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 top ten 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 was 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.
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Avoid Welcome Statements
On many web sites 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 materials; they do little to help prospects understand what you do.
Delete Vague Descriptions and Statements
Statements like, "Our purpose is to connect you with
information and resources to achieve your maximum
potential", could apply to a number of different
professions. It could refer to a cooking school, a
management consultant or an eldercare program.
- Are you wasting valuable space where your headline
goes to feature a company name that doesn't describe
what you do?
- Does your headline include "business speak" terms
your children or mother-in-law can't explain?
- Is your description of product and services specific
or is it so generic that it could apply to other types
of businesses?
- Does your headline focus on the selling points that
distinguish your products and services from the
competitions?
Writing Headlines that Get 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 a few carefully
selected words such as:
- Leverage your expertise to attract a steady stream
of clients
- Reliable Office Supplies, free next day delivery.
- In-home sports training for exercise enthusiasts
- Web and print design that helps your business grow
- Costa Rica Travel, Unique off-the-beaten track tours
to jungles and beaches
Do you have an article for Web Sm@rts?
Send to Web Sm@rts
Placing your article in Web Sm@rts is a great way to
gain exposure for you and/or your business!
Each article is
published with your name and web site, plus a short 'resource box' at
the end of the article.
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Your page headline should communicate clearly what you
offer clients, which problems you solve and the
benefits you provide. Do your headlines:
- Clarify what you do?
- Describe the problems you solve?
- Define whom you do it for?
- Explain the benefits?
- Emphasis a key selling point?
- Compel your prospects to keep reading?
Imagine that you worked at an exercise facility and
wanted to attract clients for your massage business.
Here are some possible headlines you might use for
your flyer and associated critiques.
- George Jenkins Massage
(It's your name but so what?)
- Are You Bothered By Back Pain
(Better, it defines the problem)
- 7 Ways to Get Instant Back Pain Relief
(Defines the problem and a solution)
- How Computer Users Can Banish Back Pain in One Hour
(Defines who your target market is, the problem and the benefit)
Grab your prospects attention in the first few seconds
with your headline. Then follow with compelling copy
that clarifies the value of your products and services
and you'll generate many more sales.
**************
The author, Marketing Coach, Charlie Cook, helps independent professionals and small business owners attract more clients and increase their earnings with the 5 Principles of Highly Effective Marketing. Sign up to receive the Free Marketing Guide and the 'More Business' newsletter, full of practical tips you can use at www.charliecook.net
**************
As part of our ongoing commitment to provide quality content, we
would like you to take a moment to rate this article on a five point
scale.
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This week's TIP
E-mail Button Link
If you would like to enable your visitors to launch their E-mail program with a button to send you a message, paste the following code in your HTML document where you would like the button to appear.
<form>
<input type="button" value="E-mail Us"
onClick="location.href='mailto:your-name@yoursite.com'">
</form>
This is the button just created with the code above.
You can customize the fields in red to reflect how you'd like the button to read and to your own E-mail address.
* Get these syndicated tip feeds for yourweb site, free. *
ad box #4 PrePromote: pro-active pre-promotion software
PrePromote is a free, easy-to-use and
effective software tool that will help prepare your website for being
listed on search engines. PrePromote
can:
- Create metatags which describe your
pages to search engines.
- Analyze your web pages and point out
possible improvements.
- Generate doorway pages to get higher
search engine positions.
PrePromote is freeware, which means you can download and use it forever
without charge - no strings attached!
Download PrePromote today at:
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Imagine your ad above!
For rates click HERE
Second ArticleOne Plus One Equals Three?
Synergy: It's a word that most of us are familiar with and yet one not so easy to define. It's more than two or more people
getting along and benefiting one another. It's when the
combination of energies, resources, talents and efforts equals
more than the sum of the parts--when 1+1=3 (or even more).
This story illustrates the concept. In northern Canada, an ox pull was being held to determine who had the strongest ox. The
winner pulled 9,000 pounds and the runner-up pulled just a few
pounds short of that. The owners and old-timers who had
witnessed the competition started to debate as to how much the
two strongest oxen could pull if they were teamed together.
The wagers went down. Some bet 16,000 pounds. Another
17,000 and still another felt that they should easily pull
double their singular efforts--18,000. When the two oxen were hitched
together, they actually pulled over 26,000 pounds!
That's synergy. The whole being greater than the sum of the parts.
When two or more people, groups or companies come together and pool their talents and abilities toward a common purpose, the laws of math go out the window and the laws of synergy prevail.
Far more can be accomplished than the individuals or groups
could ever have achieved independently.
Many marriages are great examples of this concept. Some
companies achieve this as well. The alignment, the joy, the ease
of accomplishment is magical.
It takes work. It takes commitment. It takes an objective bigger than the participants. And it's worth it.
This article is excerpted from Michael's ebook Strategies for Success. You can obtain a frëë sampler or purchase the entire 78-chapter book at successnet.org/book.htm It's frëë for Gold Members.
**************
Copyright Michael Angier. SuccessNet.org and
WorldClassBusiness.com help you and your business grow. Get
their frëë report, 10 Pillars of a World Class Business, by
sending an email to wcb@SuccessNet.org No-cost subscriptions,
memberships, eCourses, eBooks and more are available at
SuccessNet.org and InfoPlease@SuccessNet.org
**************
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elcome to all new subscribers this week. And a big thanks to those of you who have been with us a while.
've got a new project in the works. I'm starting a new online business with an associate of mine. It's totally different from what I usually do, but my partner is well-qualified for the business. And I, of course, will be putting by talents to their best use, designing and programming for the new Web site.
