Your Advertisement Will Be 5 Times More Profitable If It Has This
What is the one thing that 99.99% of all the HVAC print ads lack?
A HEADLINE
When you read the newspaper, would you read an article without a headline? No. The headline gives you a "shorthand" for what the article is about. The Headline is what lets us know if we want to read the article.
It’s the same with your advertisement. The Headline tells the reader "HEY! This concerns you! Read this!"
Most ads fail to generate a profit. Here’s one major reason; The reader never read the ad. Why? There is no Headline to tell the reader why they should read the rest of the ad. The headline tells the reader the benefit of reading the ad. What’s in it for them.
"But Bob, I used a Headline & it didn’t make any difference."
Here’s why a Headline fails;
The Headline is your company name. Always a mistake. Nobody cares about your company name. It promises no benefit. It creates no value.
The Headline is somewhere other than the top of the ad. People read from the top down, just like you are doing now.
The Headline is "cute, witty, or funny". Readers only care about one thing; "How does this benefit ME". "Cute, witty, or funny" conveys no benefit. There is now desire to read the rest of the ad.
Here’s what a Headline needs;
A strong reason to read further into the ad.For example, my Headline "Air Conditioning problems?" targets a specific group of people. It implies that if they read the ad, that their Air Conditioning problems will be solved.
The Headline "Do you make these 7 mistakes when looking for a HVAC contractor?’ pulls you into the body of the ad. Do you know the key word? "These". The word "these" pulls you into reading the rest of the ad.
A little known secret; If you put quotation marks at the beginning & end of your Headline, your readership will increase by 25 % . Quotations create the illusion that you are actually talking to the reader.
When I create an ad, I put 80% of my effort into the Headline. Why? Because if the reader doesn’t read the ad, they won’t come into my store. And if the reader doesn’t connect with the Headline, they won’t read the rest of the ad.
We changed one thing in an ad we ran. We took the headline out of the top of the ad & put it in the middle of the ad. Our gross sales from the ad went from $18,000 a month (generated from the ad) to $0. I’m not kidding. Same ad, same offers. The only thing we changed was the position of the Headline.
That’s how important your Headline is.
Bob Blagg, The HVAC Marketing Guy
http://www.hvacprofitsecrets.com
bob@hvacprofitsecrets.com
A HEADLINE
When you read the newspaper, would you read an article without a headline? No. The headline gives you a "shorthand" for what the article is about. The Headline is what lets us know if we want to read the article.
It’s the same with your advertisement. The Headline tells the reader "HEY! This concerns you! Read this!"
Most ads fail to generate a profit. Here’s one major reason; The reader never read the ad. Why? There is no Headline to tell the reader why they should read the rest of the ad. The headline tells the reader the benefit of reading the ad. What’s in it for them.
"But Bob, I used a Headline & it didn’t make any difference."
Here’s why a Headline fails;
The Headline is your company name. Always a mistake. Nobody cares about your company name. It promises no benefit. It creates no value.
The Headline is somewhere other than the top of the ad. People read from the top down, just like you are doing now.
The Headline is "cute, witty, or funny". Readers only care about one thing; "How does this benefit ME". "Cute, witty, or funny" conveys no benefit. There is now desire to read the rest of the ad.
Here’s what a Headline needs;
A strong reason to read further into the ad.For example, my Headline "Air Conditioning problems?" targets a specific group of people. It implies that if they read the ad, that their Air Conditioning problems will be solved.
The Headline "Do you make these 7 mistakes when looking for a HVAC contractor?’ pulls you into the body of the ad. Do you know the key word? "These". The word "these" pulls you into reading the rest of the ad.
A little known secret; If you put quotation marks at the beginning & end of your Headline, your readership will increase by 25 % . Quotations create the illusion that you are actually talking to the reader.
When I create an ad, I put 80% of my effort into the Headline. Why? Because if the reader doesn’t read the ad, they won’t come into my store. And if the reader doesn’t connect with the Headline, they won’t read the rest of the ad.
We changed one thing in an ad we ran. We took the headline out of the top of the ad & put it in the middle of the ad. Our gross sales from the ad went from $18,000 a month (generated from the ad) to $0. I’m not kidding. Same ad, same offers. The only thing we changed was the position of the Headline.
That’s how important your Headline is.
Bob Blagg, The HVAC Marketing Guy
http://www.hvacprofitsecrets.com
bob@hvacprofitsecrets.com
posted by Bob Blagg, The HVAC Marketing Guy | 6:46 AM
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