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As
some of you know my husband and I are planning a vacation to Italy
in the spring. To that end we are trying to learn Italian - at least
some phrases and courtesies so that we can successfully communicate
throughout our self-guided tour.
I'm
learning phrases like "Where is the museum?" and my husband
is learning ones like "More wine, please!" Go figure.
As
we searched out resources for this lesson in foreign linguistics
we came across many and varied offerings in the market. But the
best one for our needs turns out to be an inexpensive CD/pamphlet
combination called "In-Flight Italian - Learn Before You Land."
The title - or headline - says it all.
Headlines
Should Appeal to the Readers' Self-Interest
In
the Learn Before You Land example the main benefit
(not feature) was evident in the headline. That benefit? That we
could learn a small and highly relevant amount of the language in
a very short time - indeed, in the time it takes to fly to Italy.
Notice
the author didn't come out and specifically state that the amount
of information would be small and highly relevant. The headline
is so well-written that it told me he is not going to waste my time
teaching me what I don't need to know. AND that the information
I do need to know can be taught (and hopefully, learned) in a very
short time.
Do
headlines for your products stress benefits?
Headlines
Should Reassure the Reader
If
the reader of your headline feels confident that a product or service
is going to work to solve his problem, he is much more likely to
purchase.
Again,
the genius of the above headline is that the writer has reassured
me that I can learn the subject matter. You see if I can learn it
in just eight hours, think how fluent I will be if I study BEFORE
I get on the plane
Are
your headlines reassuring your prospects?
Headlines
Should Use Powerful Words
While
they may seem cliché, using words like "Free" and
"New" always pique interest. Other words that increase
readership and interest levels include: Suddenly, Hurry, Just Arrived
and How To. That last one encouraged you to read this article. Didn't
it?
Want
to see more powerful words in action? Read about my new book which
was "Just Released"
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Headlines
Should Include the Brand Name
Research
tells us that five times as many people read the headlines as read
the body copy of an ad, brochure, or web site page. Don't miss the
opportunity to impress your brand name on those more casual viewers.
Headline
Wrap-Up
If
you only make ONE improvement to your headlines this year, make
sure you include and stress end user benefits. If those aren't driving
all of your 2005 marketing efforts - they should be!
Need
help with headlines? Give me a call, we can brainstorm together.
Remember,
Mosaic creates customers for business-to-business companies through
specific project work, on-going retainer assignments or marketing
coaching sessions.
Until
next time.....
Rosemary
Walter
847-483-5018
Rose1Walter@MosaicMM.com

Quote
of the Month
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"The
business that considers itself immune to the necessity for
advertising sooner or later finds itself immune to business."
Derby
Brown
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