Seductive, "Headline Money-Flush"
Don't You DARE Fall for This Rubbish!
Drew Eric Whitman, D.R.S.
Direct Response Surgeon™
Copyright MMI Drew Eric Whitman. All rights reserved.
Reproduction in whole or part is prohibited without
prior written permission from Drew Eric Whitman
IT'S FRUSTRATING AS HELL!
Trying to create effective
advertising for people who don't know the first thing about
it--BUT THINK(!) THEY DO-is enough to make you rip your hair
out of your skull.
A Zen master once said that the
best way to learn ANYTHING is to first empty your head of pre-conceptions to "make room" for new knowledge.
For example, I invite you to
"listen in" on a conversation I had with a web
designer last Tuesday. After you read it, please e-mail me, and
tell me what YOU think...
WEB DESIGNER SCOTT:This
headline stinks! "Powerful Web Pages Designed in 24 Hours
By Famous Marketing Expert for $199" isn't very creative!
DREW: Agreed. Not at all.
SCOTT: Well, can't we do a
little play on words, a pun, or give it a twist?
DREW: Why give it a twist?
To make it catchier. You know, so more people read it. I saw one
that said something like, "Only $250 Keeps You from Getting
Caught In a Sticky Web on The Net" You know... catchy.
laugh> The purpose of your headline is not to be
"catchy," Scott. It's to be effective. Being creative
for the sake of being creative is a waste of time, money and a complete misunderstanding of the principles of creating a headline. Allowing yourself to be seduced by the
thrill of creating an "oh-so-clever" headline that
will impress friends and family (but not your prospects) is a
terrible mistake! Besides, that "Sticky Web" headline
It doesn't tell the reader what
you're selling! And since 60% of people who read ads read only the headlines-they scan--you'll lose at least 60% of your
audience. I teach these ideas in my small business audio seminar
SCOTT: I disagree. Major
corporations create very catchy headlines and win awards for
them all the time. Did you ever see the commercials during the
Super Bowls? Very creative stuff.
DREW: <sigh> You're
absolutely right, Scott. They do win awards. And the Super Bowl
commercials are very creative indeed. But "creative"
does not mean "effective." If you can develop a
headline that contains all the elements of one that could be a
potential winner, why would you want to junk it up by trying to
SCOTT: Why not make it
clever first, and then make it effective... that way you
accomplish both things. The "Sticky Web" headline can
get people curious to read more.
But what happens to those who don't get curious enough and don't
read any further than that headline?
SCOTT: They weren't
DREW: NOT TRUE! They may
have very well been prospects, but because they had NO CLUE as
to what you're selling, they didn't bother to read any further.
You outright lost them!
SCOTT: Yeah, well...
DREW: Well nothing!
Advertising is NOT supposed to be entertainment! You may be
entertained by it, but it's not its purpose. It's not a
creativity contest. It's not meant to grace the walls of the
Louvre in Paris. It's also not poetry, comedy, or a riddle to
figure out. Advertising is not about winning awards for being
tricky, off-the-wall, or ingenious. Advertising--plain and
simple--is about selling products and services. It's business
communication with the goal to increase sales by interesting
someone enough in a product or service that they ultimately
trade their money for it.
SCOTT: But that doesn't
mean it has to be boring!
DREW: Did I say anything
about boring? It should always be interesting! But something
doesn't have to be clever or tricky to grab and hold a
prospect's attention. You don't write copy to appeal to the
masses that aren't buyers for your product as a way to thank
them for reading your ad! And those who are interested in the
offer don't need entertainment in order to buy. They need
benefits. Facts. An offer. And reassurance that you'll deliver
what you promise.
I still feel that we can do something more than simply state
what we're selling.
DREW: Read it again,
Scott. This headline does much more than just state what you're
selling. It has punch... it capitalizes on people's need for
instant gratification by saying you'll deliver in 24 hours... it
capitalizes on your credibility as an expert by outright stating
you're one... it appeals to those looking to save money... it's
specific... makes an offer... is clear... doesn't ask the reader
to figure out what it means... and gets your point across
quickly. And guess whom it will appeal to?
DREW: It will appeal to
those who need a web page... want it done by a pro... needs it
created quickly... and don't want to spend a fortune. YOUR
SCOTT: Well, I guess we
can try it.
DREW: Exactly. Try it.
Advertising must be tested to be sure. And since you like the
"Sticky Web" concept so much, maybe you want to sink a
few thousand dollars on it and see if you get any response from
the few people who will read past the headline.
SCOTT: Very funny.
DREW: I wasn't laughing.
Well my friend, THANK YOU FOR
Until we "meet" again
in the next lesson...
think about this:
teacher is one
who makes himself
Success to you, my friend!
Drew Eric Whitman, D.R.S.
Direct Response Surgeon(tm)
you like to spend 4-1/2 hours with me and learn how to
persuade people like an ad-agency pro? In my 6-cassette
audio program, "How to Create Power-Packed Ads,
Brochures & Sales Letters that Make Money NOW!"
Come on... let me teach you! Try it for ONE FULL YEAR
risk free CLICK
HERE FOR DETAILS!