Creating Killer Headlines

Written by David Seitz

Having trouble creating ads that pull? Fear not, with a little smart thinking you will be on your way to writing killer headlines.

Pick up a few back issues of your favorite newspaper, magazine, periodical, etc. and take notice ofrepparttar advertising sections. Take note of which ads appear most often and repeatedly. Noticerepparttar 101166 headlines? I bet some are similar and contain at least one ofrepparttar 101167 following words:


These are powerful words to use in your marketing. Do you know why ads all over contain one or more of these powerful words? Because they stop readers in their tracks, they create a reaction, simply put, they SELL!

Use them in all your headlines and watchrepparttar 101168 response to your marketing. I bet you'll be in for a surprise. It's not hard to create killer headlines just fill inrepparttar 101169 blanks.

Why Some Ads Fail Miserably While Other Succeed Wonderfully

Written by David Garfinkel

The voice onrepparttar other end ofrepparttar 101165 phone was tense and impatient. It was a prospective client calling. After we introduced ourselves, he got right torepparttar 101166 point: "Our advertising isn't working and we need some help."

Who I was talking to doesn't matter very much because it could have been almost any of my prospects before they start working with me. That's because, statistically, most advertising doesn't work - if by "work" you mean, bring in new business. Think about your own ads. Even if they already generate leads or create sales for you, don't you haverepparttar 101167 sneakin' suspicion they could be working a lot better?

Here are two reasons why most ads don't work at all - or if they work, why they deliver far less business than they could:

1. Most ads don't getrepparttar 101168 attention of your prospects. This is pretty basic. It is physically impossible for prospects to contact you unless they know about you, and if you're counting on them to find out about you from your advertising, then step one is for your ad to get your prospects' attention. Unfortunately, some ads actually do get attention, but...

2. These ads getrepparttar 101169 attention of your prospect inrepparttar 101170 wrong way. For an ad to generate a qualified lead or create an immediate sale, it must start off onrepparttar 101171 right foot. That "right foot" setsrepparttar 101172 right tone and invites a qualified prospect to call you. I just saw an ad in Newsweek that still has me wondering what it's about and why someone spent tens of thousands of dollars on it. (Bet it wasn't their own money.)

The ad shows a boy on a bicycle flying throughrepparttar 101173 air, out inrepparttar 101174 wilderness. The headline, in a semicircle, says, "They will always fall before they fly." Since I'm not a kid and I'm not a parent, it doesn't do much for me.

But wait - even if I were a parent or a kid, I still don't think this ad would sell me on anything that would makerepparttar 101175 advertiser any money. If I were a kid,repparttar 101176 only thing this ad could sell me on is taking these kinds of risks to annoy my parents. And if I were a parent,repparttar 101177 only thing I can imagine this ad would sell me on is making sure my kid never rides his mountain bike in hilly terrain - since, obviously,repparttar 101178 kid inrepparttar 101179 picture is on a collision course with certain death.

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