Your Advertising Will Be 5 Times More Profitable If It Has This

Your Advertising Will Be 5 Times More Profitable If It Has This

What is the one thing that 90% of all print ads lack? A HEADLINE.

When you read the newspaper, would you read an article without a headline? No. The headline gives you a “shorthand” for what the article is about. The Headline is what lets us know if we want to read the article.

It’s the same with your advertisement. The Headline tells the reader “HEY! This concerns you! Read this!”

Most ads fail to generate a profit. Here’s one major reason; The reader never read the ad. Why? There is no Headline to tell the reader why they should read the rest of the ad. The headline tell the reader the benefit of reading the ad. What’s in it for them.

“But,I used a Headline & it didn’t make any difference.”

Here’s why a Headline fails;

? The Headline is your store name. Always a mistake. Nobody cares about your store name. It promises no benefit. It creates no value.

? the Headline is somewhere other than the top of the ad. People read from the top-down, just like you are doing now.

? The Headline is “cute, witty, or funny”. Readers only care about one thing; “How does this benefit ME”. “Cute, witty, or funny” conveys no benefit. There is no desire to read the rest of the ad.

Here’s what a Headline needs;

? A strong reason to read further into the ad.

For example, my Headline “Pet hair problems?” targets a specific group of people. It implies that if they read the ad, that their pet hair problems will be solved.

The Headline “Do you do these 5 cleaning mistakes?’ pulls you into the body of the ad. Do you know the key word? “These”. The word “these” pulls you into reading the rest of the ad.

A little-known secret; If you put quotation marks at the beginning & end of your Headline, your readership will increase by 25 % . Quotations create the illusion that you are actually talking to the reader.

When I create an ad, I put 80% of my effort into the Headline. Why? Because if the reader doesn’t read the ad, they won’t come into my store. And if the reader doesn’t connect with the Headline, they won’t read the rest of the ad.

We changed one thing in an ad we ran. We took the headline out of the top of the ad & put it in the middle of the ad. Our gross sales from the ad went from $6,000-$13,000 a month (generated from the ad) to $0. I’m not kidding. Same ad- same offers. The only thing we changed was the position of the Headline.

That’s how important your Headline is.