BUSINESS COACH On the other hand,“Locally Renowned
Car Audio Guru Reveals 3 Key Secrets To Making Sure You’ve Got the Hottest Sound System in the Neighborhood” has all three of the vital attributes: •“Locally Renowned Car Audio Guru Re-
veals” sounds like something you’d read in the National Enquirer, doesn’t it? It has that “newsy” feel to it. • “3 Key Secrets” appeals to your curi-
osity. Everybody wants to know a secret. Wonder what it is. Better read on and find out. • And finally, “To Making Sure You’ve Got the Hottest Sound System in the Neighborhood” appeals to your self-in- terest. “Why that’ll make me cool. Gotta have it!” But wait. You might first think that this headline is too long. Nobody would read that long of a headline! Really? Here’s a dirty little secret that runs counter-intu- itive to your instincts, but is absolutely researched and blows that myth out of the water. Longer headlines actually sell better than shorter headlines. It’s true. Give your customers some credit. They don’t measure the length of the head- lines or ads or anything else they’re exposed to. They measure the relevance and benefits that come to them. The public has no tolerance for any-
body or anything that wastes their time. But if you demonstrate that you’ll deliver benefits, they’ll hang with you all day. Make sure your headlines are ben- efit driven. But where do you find good headlines and how do you figure out how to create them? Good question. Steal them. I’m not kidding. You are presented with a virtual master’s degree in headline writing every day in your mailbox. Most of us just discard our so-called “junk mail.” But I’m telling you there is a goldmine in that mailbox every day. Companies have paid tens of thousands — sometimes hundreds of thousands — to develop their ads and send them to you. Most of them are bad, but not all. Begin to build a “swipe file” as you
develop the habit of carefully looking at your direct mail. Any time you run across an ad or a package that you think is pret- ty effective, put it into that swipe file so you can use if for inspiration.
38 Mobile Electronics November 2012
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