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How To Write An Attention-Grabbing Headline The headline is by far the most important element of your ad. It is the headlines job to capture the readers attention. If your headline fails to do its job, your ad will never be read. If your ad doesn�t get read, you won�t make any sales. Before thinking about placing any ads, browse around. Go into the category that you are interested in. Look at the headlines. Read them. You notice that the better ones "jump out at you" and draw your attention. Some are incredibly stupid. Stop and think about why some got your attention and others don�t. The better headlines get your attention, hold your interest, create a desire and move you to action. In this case, you get to read the rest of the ad. Your head line must command attention. Follow the A.I.D.A. formula when writing any ad: 1. Action 2. Interest 3. Desire 4. Action This is the key to the headline and the sales piece. Do this and people will read your headline and then go in to see your ad. Use power words like: "ATTENTION," "WARNING," or "BEWARE." Talk directly to the reader. Also have a good strategy to address the reader according to category, such as investors," "Business Owners," or "Retirees." Let�s take a look at same "not so good" headlines. Unlike Popular Science, where if you saw an ad running for five months you would know it was making money, on CompuServe, some people start out with an ad and put it online for 26 weeks. The ad bombs, but since We prepaid, it site there. In other cases, bad business skills have people running ads who honestly don�t know if they are making money or not. Some believe that "it should start to pay off pretty soon." They keep running ads, because their so cheap and it is really a lot of fun, and they keep losing money. The bad headlines are the ones with no substance or are non-specific. "Read Me," "Big Money." In the beginning these general earn money ads may have worked. But there are too many ads out there. No one has the time or inclination to read all of the ads. so grab their interest with a headline. Further, there are SO MANY bogus chain schemes behind those ads that many people are really turned off to any general ads. Don�t try to say too much in the headline. Use the headline to got attention and build curiosity- Remember that the only purpose of the headline is one thing... to get the prospect to read the rest of the ad... and that�s all! The goal should also not be to get as many people to respond as possible. it should be to get as any QUALIFIED leads as possible. That�s to say, the only people who you went looking at your ad and responding to the ad are people who are interested enough to possibly order. When you run a "blind" ad, that is one that is nonspecific, you may get a large number of inquiries but most will be a waste of time. For example, a headline that reads "EASY CASH" will get the browsers to respond. Then if your ad is still blind, such as, "Respond for great info," you again will get browsers. You should ask yourself whether you�re interested in getting browsers or someone who would be, even remotely, interested in what you�re selling. If you have space left after your headline is written, don�t look for more words to fill the space. Instead type >>> pointing to your ad on the left. If there is still room type <<< on the right. This will bring the readers eye right to your ad. And always, write your headline (and your headline only) in CAPS. I have tested different headlines... CAPS work better in headlines. Below are some of the most successful headlines that I have ever run. Perhaps you�ve seen some of them: � THE POWER OF POSITIVE THINKING � HAVE YOU EVER BOWLED A STRIKE AND SAID, "I�VE GOT IT"? � OHIO MAN DISCOVERS THE SECRET OF HOW TO ESCAPE THE AMERICAN RAT RACE � 161 WAYS TO A MAWS HEART - IN THIS FASCINATING BOOK FOR COOKS � HOW I MADE A FORTUNE WITH A "FOOL IDEA" � HOW TO WRITE A HIT SONG AND SELL IT � HOW TO FLATTEN YOUR TUSH � $25,000 FOR A FEW HOURS WORK DOESNT SEEM FAIR � THE SECRET OF MAKING PEOPLE LIKE YOU � GET MILLIONS IN THE GREAT GRANT GIVE-AWAY � HOW TO MAKE LOVE TO A SINGLE GIRL � HOW TO MAKE LOVE TO A SINGLE MAN � HOW TO MAKE A FORTUNE RENOVANNG HOUSES � SECRETS TO A LIFE OF LUXURY � THE AMAZING DIET SECRET OF A DESPERATE HOUSEWIFE � WOULD YOU LIKE TO HAVE A PHOTOGRAPHIC MEMORY � CAN YOU AFFORD NOT TO BE A MILLIONAIRE? � YOU CAN LAUGH AT MONEY WORRIES - IF YOU FOLLOW THIS SIMPLE PLAN � WHOSE FAULT IS IT WHEN CHILDREN DISOBEY? � HAVE YOU EVER SAID, "�I JUST CAN�T SEEM TO CONCENTRATE"? � HOW TO MAKE A FORTUNE TODAY STARTING FROM SCRATCH � HOW TO WIN FRIENDS AND INFLUENCE PEOPLE � WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY IN THE STOCK MARKET � GET RICH IN IMPORT EXPORT STARTING TODAY � THE ALL LAUGHED AT ME WHEN I SAT DOWN AT THE PIANO UNTIL I BEGAN TO PLAY Remember that a headline is an ad for your ad. If the reader is intrigued by the headline, then he/she will read the ad. Better headlines are specific. Always make sure that you are honest in your claims and believable in your wording, and your headline will do its job. In many classified ad sections on the Internet there is a limit to the number of characters you, can use in a headline. AOL for example, permits no more than 30. In this case, you�ll need a headline that�s shorter, to the point, yet still compelling enough for your prospects want to read your ad. Below, I�ve listed some headlines that you�ll find more appropriate for Internet ads. � GET RICH FROM FORECLOSURES � NEED MONEY? GET FREE GRANTS � MONEY PROBLEMS? � LUCRATIVE HOME BUSINESS � $25,000 LOANS BY MAIL � PERFECT HOME BUSINESS � MAKE $100 A DAY READING BOOKS � GET PAID FOR WATCHING TV � EASY WAY TO $500 A DAY � MAKE $350 A DAY WITH YOUR COMPUTER � GOVERNMENT SEIZED VEHICLES FROM $100 � HOW TO GET RICH IN MAIL ORDER � HOW TO GET RICH ON THE INTERNET � THE $150 A DAY PLAN: � ACCEPT CREDIT CARDS ONLINE � KISS YOUR BOSS GOOD-BYE! � MAKE $1,000 A WEEK WITH YOUR COMPUTERI � RAISE $25,000 IN 30 DAYS � MAKE MONEY WHILE YOU SLEEP! � GET FREE CABLE TV � MAKE $500 A DAY STARTING NEXT WEEK: Feel free to use any of these headlines as a guide to writing your own. Often, a good headline can be used to advertise several products. You will find that you can sometimes see up to a 500% or more increase in response on an ad just by changing the headline. On many of the classified sites on the Internet, in order to read the entire ad, prospects must click on the headline. It�s easy to see how important a good headline really is. How To Write A Powerful Classified Ad This biggest mistake so many advertisers make is they try to sell directly in their ad. Unless Ws a very unusual situation, it is and has always has been virtually impossible to sell from ads. The purpose for your ad is one thing; to generate leads. Get the reader interested enough to send you His/Her request for more information. Once you have your contact�s information, you can then send a complete sales letter which completely describes your offer. There�s no way you can tell your entire story in a small classified ad. How long should a classified ad be to be effective? A three to seven line ad is most effective. Less than three lines and you will not have an opportunity to tell enough of your story. More than seven and it is too long to run. It is also a waste of money. You are better off running a three to four line ads in two different locations than one eight line ad. You should be able to tell your story in three or four lines. You only need tell enough to get someone to reply. What if the advertising is free? It doesn�t matter! Don�t be tempted to write a page long ad just because you�re not being charged. Remember.. the purpose of a classified ad is to do just one thing... generate interest... and get a response and that�s all! Lot your sales letter do the selling. Speak Directly To Your Reader Talk directly to your prospect by using the word "You" whenever possible. Grab and keep their attention by asking questions. Give the prospect an incentive for responding such as a "Free report." Create urgency by using the word "NOW." Tell them exactly how they should You may want to instruct them to send an email to you with the words "FREE INFORMATION" in the subject field. Have them include their name and address. As you get responses to your ads, organize them by category. Build your list and follow up. If you�re selling different products, keep separate of responses. Tell your prospects to include their full name and mailing address. I have round that asking for a mailing address does not diminish responses, (asking for a phone number does). Even if you do not mail to the respondent, even if you only respond online, having a mailing address allows you to build a very valuable mailing list, and also leaves open any future contact you may want to have. Another thing that�s very effective is sending a follow up piece by regular postal mail. It is more than worth the extra expense. Why do this? First, some people do not go online regularly. They may not check their email for several days. Second, when I e-mail, often the recipient can receive a message only plain text form, so I can�t emphasize my headline or use any graphics that I can on my printed copy. Another reason for doing this is because most people don�t make their purchase the first time they see an advertisement. That�s why you see television commercials airing over and over. Be prepared to follow up several times with your prospects. You�ll automatically get the email address of everyone who requests more information. If they don�t buy right away, give them some time. Many buyers are cautious. You need to build your credibility. One good way to do this is by following up. h shows you care and will help you gain your customers trust. Then he/she will buy from you. Just How Important Is Follow-Up? A recent study found that for every person who orders, five or six are considering the offer, but do not order, yet may order at another time. In many cases, a second mailing has proven to pull about as well as the first mailing. This is especially true for me when the first contact is online. This second contact, by mail, after the first e-mail contact has doubled my response. Another option is to have a phone number where they call in, instead of e-mailing the response to you. The most significant part of the electronic marketing is your ability to reach your potential customers so inexpensively. To get responses, your ad must get attention. To tell your story in your ad just talk to the reader as an individual person, just the way you would talk to someone who was standing in front of you. Being believable is what works. Place the ad for two or four weeks. One week is not a fair test, more than four could mean throwing some money away if it needs some editing. After the ad is a proven Winner, dot the boards with the ad at the 26 week rate, as I did. What about the other commercial services? Test them. There is no other way to know if they will work. Below are a few examples of well written classified ads that I�ve pulled from the Internet that you can use as a guideline to writing your own. I could go on and easily give you dozens more right here but as you know, ads are not that hard to find. I suggest browsing through the classifieds on the Net and in magazines to see which catch your attention. The better ones will jump right out at you. >>> FREE INTERNET ADVERTISING <<< Did you know that you can get $1000.00 in FREE internet advertising? All you need to know is where to look. Get my FREE report for complete details NOW! Send email to: [email protected]. Include your name and the words "FREE ADS" in the subject field. >>> MAKE $1,296.00 STARTING NEXT WEEK <<< Sound too good to be true? Ws not! All you need is a computer and internet access. FREE Report reveals complete details. Send email to [email protected]. Include your name, address and the words "$I,295 A WEEK in the subject field. >>> TURN $10 INTO $40,000 !!! <<< That�s right, you can earn a significant income part time with your home computer!! For all the FREE information on this marvelous program, simply send me your e-mail address and the complete program information will be on its way to you. 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For immediate information visit: http://[email protected] A Secret Internet Advertising Technique The Internet now offers advertisers access to over 72 million potential customers. One of the best ways to reach these potential customers is with Internet classified ads. The dilemma with classified ads is responding to inquiries. Imagine if you placed 50 classifieds that brought you several hundred inquiries about your product a week. You could spend many hours a day just replying to these inquiries... or you could get a "MailBot" to do all the work for you. What�s A MailBot And Now Does It Work? A MailBot (also know as an autoresponder), is a special e-mil account that works like a voicemail box, automatically answering any inquiries you receive with a pre-written response. The computer does all the work! This tool is invaluable. In your classified ad, you simply instruct your prospect to send email to the MailBots e-mail address.. The MailBot then automatically sends out your pre written reply message for you t any interaction on your part. And what�s more, the MailBot works 24 hours a day, 7 days a week, even while you sleep! You also get a copy of the e-mail address of every who requests information from your MailBot so you can do future follow-ups. This is an incredibly easy way to build a target mailing list. You can get a MailBot for around $10 to $12 a month or less. Typically just one sale per month can pay for the MailBot service. And just think about what you can do with all the extra time... place more ads of course! This Internet marketing technique can literally make you money 24 hours a day, 7 days a week. All you do is place ads. Your MailBot answers the replies. The customers instantly receives the information they request so its fresh in their mind. If the message your MailBot sends out contains an order form, your customers can simply print it out an mail it in. All you do is sit back and wait to get paid! Another great way to use a MailBot is as a customer service tool. Suppose you selling a product and you�re spending time answering the same questions day after day. The solutions: Write up a FAQ (frequently asked questions) form and load it into your MailBlot. Now, along with every order you send out, include the e-mail address to your FAQ. The next time a customer has a common question, the MailBot wall answer for you, freeing you up. The customers are now also happier because they don�t need to wait for you to get around to checking your e-mail before they can get a reply. The MailBot replies instantly. How To Get Low Cost And FREE Internet Advertising Let�s review the most important concept: marketing is marketing. In other words it you don�t know how to sell you can�t sell anywhere. Selling online is simply selling while taking advantage of the vast resources of the online world. If you can sell by informing your customers, then you can sell online. The Internet has been called "The Information Super Highway," because the Internet is all about information. People who use the internet are usually interested in finding information. If you can sell your product or service by sending information - with a sales letter disguised as a Free report - then you can sell online. If you can sell by mail, you can sell online. The Secret To Selling On The Internet: If you�re going to make money on the Internet, you first need to pick a product or service you want to promote, then promote, promote, promote! You don�t need to pick up the phone and solicit people while they�re having dinner and you don�t have to do any door-to-door cold calling. No matter how great your product or service is, you need to get the word out In most cases, better marketing is better than superior quality or superior service. Now To Promote Your Product Or Service On The Internet. There are many things you can do to promote your products / services online. It you have a Web Site, your primary goal will be to get as many people as possible to visit your Web Site. This is known as "hits." The more hits to your site, the better. One way to advertise online is by placing your ad on classy ad sites. If you were to advertise in newspapers or magazines, It would take anywhere from a few days up to a few months for your ad to appear in the publication. On the Internet, in many cases, your ad can appear in as little as a few seconds once you submit it. When you post your ad on a ad site, it can stay posted anywhere from a week to several months. Many sites allow you to "try before you buy." You can post your ad for free for one or several weeks and then pay a fee if you wish to renew it. It�s not hard to decide whether or not to renew an ad. Just keep track how many (if any) sales it generated you. If it�s making you money, it only makes sense to renew the ad. It�s therefore important to track the ads you place. Various ad tracking You Got What You Pay For. In most cases that�s true. That also includes Internet ads. Often Free ads get better positioning. Classified ad sites that charge for ads typically generate more traffic (hits) to their site. Therefore your ad will get better exposure. Note that I said "often" not always. Before posting an ad, look the site over carefully. If the site looks cheap, disorganized and as though you�re the first visitor this month, it�s probably not a good place to advertise. What if the ads free? No matter. The amount of time it "costs" you to post your ad is not worth it. You could be posting your ad in more productive areas on the Net. A Quick Review Of The Sales Process: 1. Remember that the purpose of your ad is only one thing; to get people curious enough about your offer to respond. Never try to sell your product(s) or services) in your classified ad. 2. Your ad should ask your potential customer to reply to an email address (yours or your MailBot�s) For more information about your offer or go directly to your Web Site for complete details. 3. Send your prospects an email sales letter that either directs them to visit your Web Site or provides them with complete details about your offer and how to place an order. Is It Better To Have Prospects Respond To An Email Address Or Go Directly to My Web Site? There�s a pro and con with each method. If you have your prospects respond via email, you automatically capture their email address and you can build your mailing list for future follow-ups. This is good. The down-side is that unless your email sales letter is delivered instantly, your prospects may lose interest. By the time they got around to checking their email and reading your letter, they may have completely forgotten about your original ad. I suggest that you remind your prospects in your sales letter which they requested and include a copy of your classified ad to remind them. If you refer your prospects directly to your Web Site, their interest level will be at their highest and you have the best opportunity to make a sale. Obviously not everyone that visits your site will buy and you�ll have no way of following up with the ones that don�t. Also, not all classified ad sites will allow you to post the URL to your Web Site. Why7 Because they don�t want people leaving their site. The imall Classifieds is a perfect example. Which method is best? That�s an opinion. I feel that classified ads I place serve two purposes: 1. To generate sales 2. To generate leads By building my mailing list, I can follow up with prospects over and over. I can also present them with other offers. therefore, I like to have s respond to an email address. Where You Can Advertise For little or NO Money On The Internet? Below, I�ve provided you with a list of classified advertising site. We have recently verified each URL below. We�ve also deleted any that seemed to be off-topic. Please keep in mind that all these sites are independently owned and maintained. Therefore, URLs may have moved, Changed, or been removed. Dozens Of FREE & Low Cost Places Where You Can Advertise Online: By search the internet search engines Another way to find places where you can advertise for free on the Net is by searching AOL NetFind, Alta Vista, Excite, lnfoseek, Magellan, HotBot or a number of other search engines. New sites appear daily and links are constantly changing. To get the best possible results from your internet advertising, you should start developing your own list of places to advertise on the Net. How To Write A Power-Packed Sales Letter You�ve decided on an information product to sell. You�ve placed your ads. You�ve got people responding, requesting more information. Now you need to get them to buy. You need to send them a compelling message that�s exciting, clear, and to the point. Sound difficult? It doesn�t have to be. Top copywriters use the "AIDA:� formula. 1. Attention 2. Interest 3. Desire 4. Action How To Get Your Prospects Attention: What is responsible for 100% of the success of that free sales letter�? Ws your HEADLINE and your first paragraph. Before your prospects VAII ever read your sales letter, you first need to grab their attention. We�ve discussed headlines for classified ads in a previous chapter. Now you�ll need a headline for your sales letter. The headlines job is to sell the customer on reading your letter. You need to give your prospects a reason to keep reading. Got them interested. You need a powerful headline. let�s review some of the top headlines ever written again: � THE POWER OF POS171VE THINKING � HAVE YOU EVER BOWLED A STRIKE AND SAID, "IVE GOT IT"? � OHIO MAN DISCOVERS THE SECRET OF HOW TO ESCAPE THE AMERICAN RAT RACE � 161 WAYS TO A MANS HEART - IN THIS FASCINATING BOOK FOR COOKS � HOW I MADE A FORTUNE WITH A "FOOL IDEA" � HOW TO WRITE A HIT SONG AND SELL IT � HOW TO FLATTEN YOUR TUSH � $25,000 FOR A FEW HOURS WORK DOESNT SEEM FAIR � THE SECRET OF MAKING PEOPLE LIKE YOU � GET MILLIONS IN THE GREAT GRANT GIVE-AWAY � HOW TO MAKE LOVE TO A SINGLE GIRL � HOW TO MAKE LOVE TO A SINGLE MAN � HOW TO MAKE A FORTUNE RENOVATING HOUSES � SECRETS TO A LIFE OF LUXURY � THE AMAZING DIET SECRET OF A DESPERATE HOUSEWIFE � WOULD YOU LIKE TO HAVE A PHOTOGRAPHIC MEMORY � CAN YOU AFFORID NOT TO BE A MILLIONAIRE? � YOU CAN LAUGH AT MONEY WORRIES - IF YOU FOLLOW THIS SIMPLE PLAN � WHOSE FAULT IS IT WHEN CHILDREN DISOBEY? � HAVE YOU EVER SAID, "I JUST CAN�T SEEM TO CONCENTRATE�? � HOW TO MAKE A FORTUNE TODAY STARTING FROM SCRATCH � HOW TO WIN FRIENDS AND INFLUENCE PEOPLE � WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY IN THE STOCK MARKET � GET RICH IN IMPORT EXPORT STARTING TODAY � THE ALL LAUGHED AT ME WHEN I SAT DOWN AT THE PIANO UNTIL I BEGAN TO PLAY These should give you some ideas for writing your own. What is the one thing that they all have in common? They are concise and to the point. Use Sub-headlines In Your Sales Lefter To Keep Your Prospects Reading What is a sub-headline? You just read one! Think of a sub-headline as a headline for each paragraphs or section in your sales letter. The main purpose of sub-headlines is to keep your reader reading. Many readers are lazy. They skim through the sales letter and only read headlines, sub-headlines, look at pictures I images, and read what�s below them, If the headlines catch their interest, they�ll read what�s below them. If not, they toss out the entire sales letter. Are you guilty of this? A good sales letter should be able to persuade that Mm of potential customer to immediately place an order. Sub-headlines should appear throughout the sales letter. Give them your benefits. Increase their desire. Make them a promise. What are you going to do for them? That is the secret to your report - the secret to getting those orders. Explain to them how their lives are going to change when they order your product? Then move them to action by telling them exactly how to order and back the whole thing up with a great guarantee. Use Short, Simple Words Don�t sound like a constipated Harvard Law pro in search of prunes! Forget what you were taught in grade . Forget the big words. You�re goal is not to impress the readers. Your goal is to get them to act... to send you money. There are a few points to remember that will help you write a compelling message to your prospects... a message that will get them to buy. Point Number 1. The shorter your sentence the better! Isn�t it easier to read short sentences? Sure it is! Its simple! Keeps you awake! Keeps you interested! Want a good rule of thumb? Never try to express more than one single thought in a sentence. Just say one thing at a time. Why? Because people can only comprehend and process one thought at a time! And since everything you say is important, you want them to understand everything you say, don�t you? Of course you do! Point Number 2. Use the "Shorter Paragraph Trick". You want to keep people reading and moving ahead at a quick pace. You want to keep their attention. You want to keep them focused. A simple way to do this is by asking them a question and then answering your question in the next Paragraph. Want an example? OK, here�s one: Dear Friend, Would you like to know how to make your headlines up to I600% more effective? I thought you would. Now lot me explain... Get it? Yes, it certainly goes against everything your bun-headed 6th grade English Teacher taught you. But as advertisers we�re not interested in what is grammatically correct. We are interested in getting an order. Keep in mind that the only scale your writing is going to be graded on is how many orders h generates. Use Powerful Words That Sell Think of yourself as your prospect. Your prospects are all tuned into the same radio station: W.I.I.F.M.; �What�s In It For Me?" Use the super-seller words: You, Me, I, He, She, Him, They, Them. To draw attention to your ads, lead with these powerful words that catch your prospects eye. � Act Now � I want to share � Value � Simple � Miracle � Incredible � New � How To � Important � Warning � Free � You � Improved � Amazing � Discover � Secret � Reveal(ed) � Order Now � Easy � Sex � Better Health � Low Cost � Money Back � Quick � First Time � Money � Save Money � Make Money The word "You" is especially important. You can�t ever overuse the word "You". When you say "You", you are speaking to the reader directly and getting their attention. Always look for more opportunities to insert the word "You" throughout your ad and sales letter. You can start sentences with "You can end sentences with "You". Use "You" in your headline. Use "You" in questions. Ask: � Should You�? � Would you...? � Have you ever ... ? � Do you think ... ? � Could you...? � Can you imagine ... ? BE SPECIFIC! Which headline do you find more compelling? 1. A Fantastic Opportunity To Increase The Revenue You Are Currently Earning 2. You Can Make Up To $5,000 In The Next 30 Days, Working From Home! Which of the two would catch your interest and make you want to read more? Number two, of course! The lesson here is that we all like specifics. If you were to get a job offer, claiming you could earn more money, wouldn�t you want to know how much more? If someone claimed they lost a lot of weight, fast on this new diet, wouldn�t you want to know how much weight... and in how many days? Sure you would! So from now on when you write an ad or a letter, always make sure you are being as specific as possible. Don�t use tentative words and phrases like: � You should... � You may... � I�ll try.. � You can make about--- People don�t respond well to guesses. You must show confidence in your writing. If you�re not 100% confident about what your product will do, you certainly can�t expect the would-be buyer to be, can you? Of course not! People Buy Benefits Not Features: What�s the difference? I�m glad you asked! Here are a few examples: Features Benefit Rush Processing You get your order sooner 100% Guarantee jammer7 I'm 52 years old, from Utah, USA. | |||||||||||||||||||||||
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