How To Advertise - Lesson One

As a member of my business online family, I want to make sure you are getting the most out of your advertising dollar. Knowing How to advertise can improve your chances tremendously.

One of the misconceptions that new marketers believe is that you can send your ad to ANYONE and SOMEONE will buy. As long as you put your ad in front of a lot of people, someone ought to buy your product. There may be *some* truth to that but…

…this is not necessarily true.

There are a lot of variables in the sales process that makes a person buy your product or service. Getting these variables correct improves the chances that people will buy your product or service over and over again.

For example, did you know that there are certain words that actually trigger the spam filters and prevents your email from getting through to your prospect?

Words like “money” or phrases like “click here” get flagged by email spam filters and they stop your email ad from getting through. So if your email ad doesn’t get through, it is impossible to make a sale.

We will cover this topic in more detail in a later lesson, but we just wanted to give you an example of the variables you are dealing with on learning how to advertise.

Here is today’s lesson from Daniel Levis.

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The Amazing Profit Power of Headlines!
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Did you know, that it’s literally impossible to stop
thinking? If you don’t believe me, try it.

There’s an incessant conversation going on inside our heads,
only a portion of which we are even aware.

At any given point in time, there are a number of major
themes playing themselves out.

You’ll have a hell of a time selling anything, until you can
find a way to enter the conversation. And it’s your opening,
or Headline, that gets you in.

Have you ever visited a web site and found yourself wondering
what to click on?

Every page should have a headline shouldn’t it?

Something that telegraphs the benefits that you can expect,
if you stick around. Studies prove that if a web site
visitor doesn’t find something that engages her interest in
6 seconds or less, she’s out of there. Never make the all
too common assumption that your prospects are going to
carefully examine, consider, or navigate the content on your
web site, just because it’s there. Human nature at work
again, right?  Falling in love with our own babies.

Remember this, your customers don’t give a rat’s a** about
your business, or your products, or your web site, unless it
gratifies them to do so. And they demand instant
gratification! So give it to them, with your Headline.

Your Headline is THE most important thing about any web page, or
for that matter any form of media, including all forms of
advertising, editorial, press release, signage, a restaurant
menu, you name it. It doesn’t matter how good the main body
of the message is, if nobody reads it.

It amazes me how rare it is to visit a commercial web site
that makes use of great headlines.

‘What Makes A Great Headline?’

Let me give you a couple of hints. A good headline is about
your customer’s situation. A great headline enters the
conversation already going on in her mind, and leaves no
doubt about how she can benefit from reading the main body
of the text.

Suppose you were selling a colic remedy.

‘Are You a Young Mom with a Colicky New Born, Looking for a Good Nights
Sleep?’

Doesn’t this appeal to one of her greatest human needs? Self Preservation. Do you think she’ll invest a few more minutes to sell herself on the product, by reading the rest of the copy?

A great headline takes advantage of human curiosity. Suppose
you were selling women’s clothing.

‘Don’t Make These Embarrassing Fashion Faux Pas!’

She’ll be thinking,

“Hmm, I wonder what kind of embarrassing fashion faux pas I might be making?”

A good headline is NOT about you! It’s NOT ‘We Have the
Highest Quality Merchandise, with Great Service Selection, and
Everyday Low Prices!’ As consumers, aren’t we bombarded by
this kind of meaningless platitude all day long, day in and
day out? It rolls off the human psyche like water off a
ducks back.

Appeal to human instincts in your headlines, and your copy,
and watch your business grow! But don’t try to reinvent the
wheel.

Until then, Good Selling!

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Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto Canada.
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