19 Savvy Techniques For Headlines That Sell (Illustrated)

Transcription

1 19 Savvy Techniques For Headlines That Sell (Illustrated) 2018 Alan L Tarr Part of the Write Like A MADMAN series Prof. Max Impact

2 Thanks for your interest in marketing, branding and copywriting and in this guide. Headlines can consist of a written headline and sub headline as well as a main image. Considering we have become a very visual society, the image plays an extremely critical part in getting your message across.

3 Headlines are meant to attract and inform and generate the interest in your prospect to read further and learn more. This, along with great body copy and structured in such a way as to maximize the impact of piece, will lead to increased contacts, conversions and sales.

4 I hope you not only learn a few things about headlines that you might not have known, but also enjoy the journey.

5 Technique # 1 Begin with A Word With An Announcement Quality Like Introducing, Announcing, Or Finally.

6 INTRODUCING If you LOVE the water, you ll go GAGA for FloatnThang.com

7 Technique # 2 Use Your USP (Unique Selling Proposition) As Your Headline

8 USP Used As A Headline Nicorette introduces a stop smoking gum that actually tastes like gum

9 Technique # 3 Let Your Headline Tell A Story

10 Let The Picture Tell A Story Stories engage the imagination of your reader. They pay more attention and remember what they saw longer. David Ogilvy ad

11 Tell a story in words and pictures Message equates Joy to cupcake Alan Tarr creation

12 Poster & Print Ad Photo draws you in Only after looking at it does the reader turn to the copy This piece consists of only the photo, the written headline, and the sub headline Alan Tarr creation

13 Technique # 4 Give or Offer Helpful Information

14 Info contained within your piece Offer useful information and tie it to your product Readership increases by 75% What information would be helpful to your prospects and customers? David Ogilvy ad

15 Offer FREE Helpful Information As A Download/ Send People keep these because they re useful and informative and are not seen as an ad Alan Tarr creation Compliments Of Big Bill s Bass Boats

16 Technique # 5 Name Your Target Person Or Group In Your Headline

17 If You Want To Talk To Women - Say So In Your Headline Alan Tarr creation

18 Technique # 6 Use A Real, Compelling Testimonial As Your Headline

19 Real people who are in position to know are more believable than famous celebrities, sports stars or even terrific copywriters Not very well-known? Use your name in your Headline or Sub-Head Alan Tarr creation

20 Technique # 7 State A Common Problem; Offer A Common Sense Solution

21 State A Problem Offer A Solution Don t Forget Benefits Before & After Photos Alan Tarr creation

22 Technique # 8 Draw A Comparison With Your Competitor

23 The only thing that looks funnier than a Volkswagen carrying 176 cubic feet of things is someone else s wagon carrying 176 cubic feet of things. The tiny headline works because there s nothing else but the photo on the page. Visual comparisons are super effective. Bill Bernbach ad

24 Technique # 9 State Your Offer In Your Headline

25 Offers (They Hope) You Can t Refuse 6 Different Offers in Ad: Free Iron Free Shipping Free 30 Day Trial Free Information Kit Free Canister Vacuum 12 Months Interest-Free

26 Technique # 10 State Specifically What You Do And Why It s A Benefit

27 Headline is simply the product name, but the sub headline states the benefit in eight very personal and compelling words

28 Technique # 11 State A Big Benefit To Be Derived From Your Product Or Service In Your Headline

29 I found my Dream Job on CareerElevator.com Woohoo!

30 Technique # 12 Show Your Product In Use

31 INTRODUCING If you LOVE the water, you ll go GAGA for FloatnThang.com

32 Technique # 13 Create Some Curiosity With Your Headline

33 The headline Don t Blink added to the attractive photo and bright colors grabs you but you still don t know all. Then the sub headline delivers the goods

34 If you knew what we know, your would be making more money

35 Technique # 14 Feature Your Great Tagline In Your Headline

36 Steinway s five word tagline, created by legendary copywriter Raymond Rubicam in 1920, combined with dynamic images grew the Steinway brand for generations. Ray Rubicam ad

37 Technique # 15 State An Amazing Fact And Relate It Directly To Your Product

38 7 words and one photo implies to readers that no other car is as fast as a Porsche.

39 Technique # 16 Use Common Words In An Uncommon Way

40 We all know what a garden hose is and most of us know what a colon exam is but when they place those words together you have an attention grabbing headline.

41 Technique # 17 Give A Reason Often Starting With Because

42 Paul s Shoes 4 Kids Because Paul s is OVERSTOCKED to the max, 33% off all kids shoes thru Labor Day

43 Technique # 18 Ask A Question Your Prospects Can t Ignore

44 Do Your Underage Kids Drink Even A Little?

45 Technique # 19 Use Attractive Image As Main Draw On Internet Or When Space Is Limited

46 If you have an enticing image like this use it to your advantage Especially Effective In Online Ads

47 About The Author Alan Tarr (aka The MoneyWords Copywriter) is a former Madison Avenue copywriter who discovered it was far more satisfying (and profitable) to market his own small businesses. It was this revelation that moved him to become an entrepreneur. He has owned and sold four businesses and is now President of MoneyWords Marketing in Phoenix, Arizona. 47

48 Alan has written copy and devised brand strategies for numerous national and international companies including Datsun (now Nissan), Taco Joe s, Phoenix Suns, NARPRO.com, HeliServices/Enstrom Helicopters, Commercial Credit Reports/TRW, LaddieBoy Dog Food, TopEdge Shears, and various Cruise Lines. 48

49 Alan is the author of The Seven Deadly Sins of Marketing (2007), WIN the Marketing Game And STOP Wasting Money (2016), Write Like A MADMAN And Make Money Like Crazy (2018) and over 100 articles on marketing, advertising and franchising. He holds a BBA, MA and CFE (Certified Franchise Executive). 49

50 Apart from his business life as a branding strategist, copywriter and coach, Alan s passions are playing golf, making music (Irish, Blues, and Trop Rock) and attending musical theatre. One of his all-time favorite quotes is by advertising legend Raymond Rubicam the beginning of greatness is to be different and the beginning of failure is to be the same. Alan tries to live his life with this in mind. atarr@moneywordsmarketing.com 50

51 SMALL BUSINESS OWNERS Write Like A MADMAN & Make Money Like Crazy Profit From The Secrets Of The World s BEST Copywriters 13 Video Program Plus 15 Working Guides & Templates WriteLikeAMADMAN.com