Copywriters that try to be clever, humorous, abstract, or usedouble entendre with their headlines and ads will normally findthat they flop and are thus a waste of both time and money. Manyof the Super Bowl ads fall in this category. While they are oftenfunny to watch, most people don't remember what company the adwas promoting.
Ted Nicholas tells the story of how a book that he had writtenwas not selling very well. He had titled it, "How Not To Drown InA Sea Of Debt." One day he stopped by a bookstore and looked forthe book in the personal finance and self help sections but couldnot find it. So he went to the information counter and asked ifthey carried the book. He was told yes they had it in stock, andit was located in the swimming section!
Ted subsequently changed the title to 'How To Get Out Of Debt'and the book sold well from that point on.
If you are trying to promote something, keep your titles clearand simple. Leave clever and humorous to the entertainers.
Headlines that are too abstract are often unclear to the readerand do not clearly identify to the reader why they should beinterested in the information contained in the follow on copy.
Make your headlines clear. Identify a benefit to the reader as towhy they should read on further into your ad, article, or salesletter. If you do, you will find your desired results willimprove.
The Humble Postcard Is Making A Comeback
Once lost in the glitter of the dot com era, both online and offline marketers are rediscovering the value of the simple postcard. When used properly, no other marketing tool can compare with postcards.
Copywriting for Sales - Understand Your Audience's Need
Do you know your target audience's needs, wants, and desires? If not, how do you know you are marketing to the right target audience? In this article I'll discuss why understanding the needs, wants, and desires of your target audience is important if you want to make sales.
Test Your Headlines for Maximum Profits
Do you write one headline and hope for the best? Or do you test several headlines before rolling out your marketing campaign? If you don't test your headlines, you are leaving money on the table!
