The Most Important Part of Any Message (Part 2)
How To Make A “Killer” Marketing Message
When in Doubt: Start Out With Your Best and Most Powerful Headline and Subheads!
In order to make the sale, at some time you have to get the reader’s attention with your headline. Now if you never get your prospect’s attention, what good is the rest of the ad going to be? (Not much.)
So if you ever have any doubt as to what headline to go with, just think of never getting your prospect’s attention and losing money because of it. That should clear your head up pretty quick.
So now, if your life depended on it, what headline would you run?
(I’ve heard a famous copywriter once say this is how he decided on the right headline for his sales letters. He imagined a gangster standing behind him as he’s at his computer. This mean old greasy guy is his client and to make sure he does a good job with his sales piece, the gangster has got a gun to his head. If the sales letter doesn’t make money, the copywriter gets a big fat hole in the back of his head.)
Now that’s some pressure! But you see, if you put this kind of pressure on yourself with some extra time, YOUR sales letter (especially the headline) would be a lot better. (Maybe we all need to think a gangster with a gun is behind us as we develop our advertising.)
You can make a better headline by TELEGRAPHING your main and most exciting benefit! Then back it up and add even more selling phrases in your subheads.
Subheads can be just as important as headlines. They should all flow together.
Here are two examples from my old tax business:
FREE Electronic Tax Filing And 1 Day Tax Preparation Service,
All Backed By Our “Complete Peace Of Mind”
[ABC Tax Service] Offers 1 Day (and most times SAME day)
Tax Preparation Services And FREE Electronic Filing If
We Prepare The Return For Those Who Want An Experienced
Tax Professional Helping Them Deal With The
NEW Tax Law Changes This Year!
That’s for a white collar target market. Here’s one for the blue collar target clients:
Instant Tax Loans And FREE Electronic Tax Filing GUARANTEED!
“[ABC Tax Service] Helps You Get Your Refund Loan Check In
Your Hands Faster Than You Can Spend It And You
Don’t Have To Pay Any Money Up Front!”
(All fees come right out of your refund check, so don’t come to our office with any cash!)
These were some of the best and most power reasons to use our tax service as compared to our competition, so we start right out of the gate promoting them!
And guess what? Those pieces got read, they pulled high-response…and the ROI was through the roof.
Chauncey Hutter Jr.
Tax Marketing Expert
Chauncey Hutter, Jr, is a best-selling author and leading marketing consultant and success coach to the tax industry. Mr. Hutter grew his father’s $50,000 per year tax preparation business to a multi-million dollar empire with 24 locations, 400+ employees and over 27,000 tax clients all coming from his marketing campaigns.