The #1 Secret To Increasing The Response To Your Marketing
June 17th, 2013 by Diane Conklin under Marketing. No Comments.
Would you like to see better response rates from your marketing? The number one thing to always look at is your headline. Now this could be any marketing. It could be direct mail, it could be your email marketing, or it could be in your sales letters.
Anywhere you’re using a headline or a sub-headline, you want to check. The first thing you want to look at to increase response, if you aren’t happy with your response, or a little weak in something, is to tweak the headline. Look for keywords in your headline. Your headline is the first thing people see and it’s what determines if they read on or not.
When you are looking at emails, the first thing you see is the subject line. That’s a headline. The headline is where you either get people’s attention or you lose their attention. Everyone does this. You make an instantaneous decision as to whether or not you’re going to open an email based on what the subject line says.
It’s critical that you understand the importance of your headlines and that you use good ones.
How do you get good at this? Read headlines. Write headlines. Look at other people’s marketing models and their headlines. You have seen countless variations of the headline “ The First Time I Sat Down At The Piano They All Laughed…” A lot of people use that. There are a lot of, what marketers call, templated headlines. You can pull from and use those to model your own headlines.
The local newspaper isn’t the best place to look at headlines. A great place to look for headlines is on the cover of grocery store magazines as you’re checking out. The Enquirer and The Sun are sources we typically make fun of, but they have great headlines. They grab your attention. The actual content may be questionable, but the point is they grab your attention. Study those kinds of headlines.
Study the headlines on the outside of great magazines like Cosmo. Model those headlines. Look at the words they’re using. Magazines are a great study in headlines.
Why is it important in your business? Because, the headline is the first thing people see. They instantaneously make a decision as to whether or not they’re going to read and look at the rest of your marketing materials based solely on your headline.
