Who are those people you're selling to?

Written by David Rosam

If you're inrepparttar IT business, that's an important question.

Most marketers are keen to profile their prospects. For some products and services, these may be 'people with a large lawn', 'married couples over retirement age' or 'students living away from home'.

What about your targets? Perhaps 'businesses running Microsoft Exchange', 'people running an e-commerce Web site that require more advanced visitor analysis' or 'telcos offering an increasing diversity of services'. In each case, you almost certainly have more than one type of person to talk to within your target groups -repparttar 142543 techies andrepparttar 142544 business people. Those who bite first, and those who controlrepparttar 142545 budget!

*Be careful to sayrepparttar 142546 right things torepparttar 142547 right people*

Whoever you're talking to, they need to be excited by your copy - as someone inrepparttar 142548 advertising business once said, said 'no-one was ever bored into buying anything'. And different people are respond to different things. Broadly, you should talk technology and technology benefits to technical people, and business benefits torepparttar 142549 budget holders.

3 Tips For Writing Better Headlines

Written by Bruce Carlson

Copyright © 2005 by Bruce Carlson

The single most important element of your website's copy isrepparttar headline. Take away practically everything else and you can still manage a sale (ifrepparttar 142212 headline's good enough and you have a strong enough call to action). But take awayrepparttar 142213 headline and your chances for any success are about zero.

Why is this?

Simply put, your headline isrepparttar 142214 magnet for your copy. It'srepparttar 142215 “door” through which people enter your world of persuasion. Make it appealing enough and theyll step throughrepparttar 142216 door. Fail to make it appealing and they'll walk on by.

If you want to pull in customers, you need to be able to write good headlines. And in order to write good headlines, you need to understand a few fundamental principles ofrepparttar 142217 craft. Here are 3 quick tips for writing better headlines for your website. Take these to heart and you'll find writing headlines a lot less painful.

1. Understandrepparttar 142218 true purpose of a headline

First off, you need to have a clear understanding of what your headline is doing there. From allrepparttar 142219 confusion I see on websites, it's safe to say that many people don't understandrepparttar 142220 purpose of having a headline up there inrepparttar 142221 first place.

So what isrepparttar 142222 purpose of a headline?

Your headline's basic purpose is to getrepparttar 142223 reader interested enough to continue reading.

Not to makerepparttar 142224 sale. Not to be clever or artistic. Not to offer a riddle for them to solve.

It's just to get them into your copy so they'll readrepparttar 142225 next thing after your headline!

Think of your headline asrepparttar 142226 first step in a journey. Taking a journey is a pretty major thing. People don't do it lightly. They have to genuinely believe they'll get something worthwhile out of reading your copy before they'll takerepparttar 142227 plunge.

Readers come in all shapes and sizes, since they're people plain and simple, after all. But in general, readers of your copy have certain basic characteristics. A big one for your website copy's purposes isrepparttar 142228 “skimmer” mentality.

Most people are “skimmers”. I'm sure you skim a lot yourself. I know I do regularly. Very few of us are willing to sit down and read every word in every ad or newspaper story or magazine article just forrepparttar 142229 fun of it. So we glance atrepparttar 142230 headline quickly and decide in a split second whether or not we're going to continue reading. If it's compelling enough and clear enough, we'll read more.

Assume that every person who comes to your website will only skim your headline. Even if your reader isrepparttar 142231 most perfect prospect you could possibly find for your product or service, they'll most likely still skim read your headline.

So you need to work out specific strategies and tactics for getting these skimmers' attention.

2. Get their attention and target a strong emotion

There are three standard ways to get attention with your headline. These have been proven by copywriters for many decades now.

In their order of effectiveness they are:

1. Go after your prospect's self-interest 2. Offer your prospect news 3. Try to arouse your prospect's curiosity

Appealing to your prospect's self-interest isrepparttar 142232 most effective single method you can use to get their attention. Offerrepparttar 142233 reader something they want and can get from you -- a direct benefit. Here are two simple, generic examples of self-interest direct benefit headlines:

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