How to lure 'em in with this powerful headline...

Written by Joe Chapuis

The most successful advertising copy writers will often tell yourepparttar headline isrepparttar 101177 most important part ofrepparttar 101178 ad. Ifrepparttar 101179 headline doesn't grab your attention, why would you waste precious time readingrepparttar 101180 ad? And if you don't readrepparttar 101181 ad copy, how could you be expected to buyrepparttar 101182 product?

A bad headline can neutralize evenrepparttar 101183 finest, most persuasive copy (but you probably already knew that). What you might *not* have realized is how this fundamental law of advertising is constantly violated online - everywhere you look - but where you might have least expected it.

First, you need to think of your web site asrepparttar 101184 equivalent of your advertising copy. So if that'srepparttar 101185 case, then what'srepparttar 101186 headline?

Usually, web designers and marketers like to think ofrepparttar 101187 headline as any prominent piece of text atrepparttar 101188 top ofrepparttar 101189 page. Sure, that can be a headline. But here's your site's real headline,repparttar 101190 one that brings people in and prevents them from leaving...

Visit a web page, and then look atrepparttar 101191 blue "title bar" inrepparttar 101192 very top of your web site browser. Now *there* is your headline - and I'm going to tell you why it is very important that you do yours right...

You need to look at your site fromrepparttar 101193 perspective of someone who: - doesn't work for your company; - has never been there before; and, - doesn't care about your all-important corporate identity.

Don't assumerepparttar 101194 bigger, more established web sites are doing it right. Sometimes, it's justrepparttar 101195 opposite that is true.

Visit and then look at their title bar headline. What does it says? "Yahoo!" Wow - isn't that a real attention grabber? Is it any wonder that one ofrepparttar 101196 most frequently searched terms at Yahoo is repparttar 101197 word "yahoo"?

Imagine people who are new torepparttar 101198 net. They've heardrepparttar 101199 word "yahoo" a million times. They've finally made it torepparttar 101200 site (probably by accident). And then they spend their time looking for something that's right in front of them, because no where does it say whatrepparttar 101201 hell Yahoo is, or does.

Venture off to computer retailer, and what's their headline? "". Another winner. But what would you expect fromrepparttar 101202 marketing geniuses who shot hamsters out of cannons expecting it to help them sell more computer equipment? greets you with "We power results." Well yippee for them, they power results. It's a hair better thanrepparttar 101203 previous two, but still... yawn. As a marketing tool, I personally love GoTo. But for someone visiting their site forrepparttar 101204 first time, their headline says next to nothing.

Customer Preferences in Online Advertising-Part 1 of 3

Written by Karon Thackston

Online consumers have given some very explicit information regarding their preferences when it comes to advertising. According to research conducted by Jupiter (, a worldwide authority on Internet commerce, there are several things online business people need to be aware of in order to increase their advertising effectiveness.

I have created this 3-part series of articles as a commentary relating torepparttar results of Jupiter's study entitled, "Insiderepparttar 101176 Mind ofrepparttar 101177 Online Consumer". It will help you understand whatrepparttar 101178 information means to you. Taking heed torepparttar 101179 recommendations Jupiter reveals will most certainly improve your advertising response rate.

Customers Userepparttar 101180 Internet for Information

Forty-eight (48) percent of consumers online userepparttar 101181 Internet primarily as a utility device, not an entertainment device. This means they are usingrepparttar 101182 Internet as a tool, not a toy. Because of that fact, consumers are primarily looking for information, not games. This is not a new revelation. However, how this fact relates to advertising is new.

Customers Want Information-Based Ads

According torepparttar 101183 customers in Jupiter's survey, they respond to advertising that compliments their online activities. Forty (40) percent said they respond more readily to online ads that are informative rather than entertaining. This would include new product developments, benefits-oriented ads and those focusing on service issues.

Notice that one ofrepparttar 101184 categories listed is "product benefits". This is whererepparttar 101185 majority of online advertisers fall to pieces. It is simply imperative that online advertising copy be filled with benefits. Online consumers are looking to answerrepparttar 101186 question, "What's in it for me" over and over again. They are seeking information andrepparttar 101187 advertising you give them should fill that need.

How to Build An Information-Oriented Ad

So now that we've learned that customers are ready and waiting for us to provide them with information- based advertising… how do we do it? Does that automatically mean you have to go with long copy? No, not at all.

According to Jupiter, "Advertisers that are marketing high-consideration products, which require a more informed purchase process, should focus more exclusively on consumers' online information needs. Advertisers that are marketing low-consideration products - for which consumers require little information in order to complete a purchase - have more leeway to take a less informative and more entertaining approach to their advertising."

Cont'd on page 2 ==> © 2005
Terms of Use