Friday, 4 May 2012
Dirty Little Secrets...
THREE DIRTY LITTLE SECRETS THAT SALES REPS DON’T WANT YOU TO KNOW!!!
Did that get your attention? Watch the news-magazine programs on TV, tabloids or major dailies and you’ll see amazing use of headlines.
“Coming up next, the reason you should think twice about buying produce at your local grocery store…”
“Will Obama Push the Button?”
“Can perverts and identity-thieves hack into your webcam?”
Inflammatory headlines have been used for decades. They are the ad for the ad. If you can hit a hot-button issue with your advertising, then you can earn their attention. If your headline is unappealing, your message won’t get read. In an informative advertisement, if you start, “Five ways tourists get scammed when buying jewellery on vacation,” you’ll have the attention of everyone planning to go on a trip. If your ad starts, “Your favorite place to buy diamonds”, it says nothing and it inspires ZERO curiosity.
Scare them. Amuse them. Intrigue them. You pay a lot for advertising so make it count.
It works in-store too. When showing a ring and you say, “don’t let me forget to show you the earrings that go with this ring,” you’ve thrown-out a compelling headline that builds intrigue to keep the client engaged.