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I've got to hand it to this ad in one department - it's interesting. It got my attention. But that's as far as it got.
The Headline's
Thing
Let's get off this negative track and look at some ads that I am certain are making money. These are not from a glossy national magazine, but are small ads from today's local newspaper. (By way, small ads that run in newspaper are usually paid for by person who wrote them, and these ads get to point and are likely to be profitable. Hmmm... I wonder if I'm noticing a trend here...)
All I'm going to show you are headlines of these ads. But I promise you, headlines are all you need to see. Tell me if you can guess what each ad is about and who its target market is:
1. Lose 3-5 Pounds Per Week With System Proven By Over 90,000 Successful Patients
2. Up to 40% Savings on Heating and Cooling Costs With a (Brand Name) Foam Roof
3. Men and Women - Remove Unwanted Hair Today!
Now, I know what you're thinking. Not very clever. Not very hip. In fact, those headlines are downright boring!
Hmmm... I have two things to say about that. First, if you have tried everything under sun to lose 40 pounds and you are frustrated to point of tears, then headline number 1 isn't that boring to you. (And I would say same regarding people in target market for headlines 2 and 3.)
The second thing I want to say is, yes, and it's also pretty boring to stand in line at bank waiting to make a large deposit into your business checking account. But you know what? Once you've gotten past that boredom barrier, it's actually sort of nice. You know?
And here's some interesting news: A good headline on your ad will get you 90% of way from agony of defeat to ecstasy of advertising success, so you can deal with weighty issues like boredom barrier and what to do with all that money.
