Marketing 101 Making Headlines That Pop
The Wrong Headline Can Do Nothing or Worse…
Wow, we got our mail this morning at Video Blog Marketing, and there was a stack to the ceiling of advertising and direct mail. We all want our business to pop. But what is missing when we are trying to get the prospects attention?
They’re talking about themselves and their expertise rather than solving my problem up front.
Where the real brainstorming goes into marketing is showing benefit to the potential client rather than blowing our horn about credentials.
Its very tricky stating benefits when it is your own business. Its actually a bit of a brain warp trying to get into your client’s shoes.
What is the difference between stating a “benefit” and stating your “expertise”?
It might be subtle, but there is a huge difference. You might be the #1 real estate agent in Marin County - but what is the benefit to me? Why do I care what number you are? That could just mean you’re too busy for me.
I’m looking right now at a big beautiful shiny brochure an orthodontist sent me in the mail. It reads “Trusted and Affordable”.
“Trusted and Affordable” Does that Get You Excited?
Does that headline get you excited? Is “Trusted and Affordable” a benefit? Well, “Affordable” is a benefit to me but doesn’t say much. And “Trust” is earned, I don’t know you yet, why should I be expected to trust you?
How to Write a Headline: What is the “Benefit” to your prospective client?
If I was writing this orthodontist’s brochure I would start with the “benefit”:
- Do beautiful straight teeth make any difference when you child is smiling?
- Straight teeth can shine throughout a lifetime.
- A winning smile wins in life!
- Crooked teeth say something about your child, but what?
- Want your kid’s teeth to look like Austin Powers when they grow up?
Ok, I admit, these are ideas off the top of my head only formulated to make an example of Benefits vs Expertise. With a little more time we could really make the headlines for the orthodontist sing. Feel free to use these if you are an orthodontist.
Expertise - Do these Headlines Rock Your World?
- Harvard Graduate
- Been in Business Since 1969
- Number One in Sales
- Sold the Most Last Year
Where is the benefit to me?
There’s a lot more to marketing than benefits! We think about every aspect, from where to place buttons on your site to how to share real benefits with your prospects! If you want us to make your online presence pop give us a ring! We love this stuff.
Basic Marketing 101: State the benefit to your prospects up front – Even Better Give Real Benefit Now
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Filed Under: Getting More Visitors • Marketing • Video Marketing on the Web
