Apr

Pathetic, Money Losing Headlines

Did you watch the Apprentice last night?

I claim not to watch much TV (and I really don’t), but it seems every time I write to you at the mo I’m talking about some TV program or another…

Anyway, I do watch the Apprentice.

For laughs more than anything else (and I really shouldn’t, there are much better things to do).

But I do.

Last night they had to create a piece of fitness equipment.One team did a super job (and I probably will buy the thing — if John Lewis have really ordered 10,000 of them).

The other team created some kind of 1800’s magical potion cabinet with less aesthetic appeal than Jeremy Clarkson yet masquerading as a ‘multi-gym’.

But, this isn’t about the kit they developed.

This is about their marketing material.

Did you see it?

Awful!!!

BOTH teams made the cardinal sin and used their product name as their headline…

Confused, cash stricken shoppers all over the country would look blankly at the material and say:

“Eh???? What’s In It for Me???”

And that brings me onto today’s topic…

Couple of days ago we started talking about headlines and just how important they in getting your prospects or clients to stop what they are doing, sit up and listen to YOU!

I’m not going to give away my prized details of how create blockbuster headlines here — for that you’ll need to be an Inner Circle Member (and in fact, accept your free trial today and I’ll give you the top 200 headlines ever written to ’swipe’, ‘copy’ and adapt for your business. Accept your gift here).

Instead, let’s look at what you should not be doing.

In essence, your headline should convey a clear message that entices your prospect to read more of your ad, sales letter, web marketing piece or whatever.

A simple test is to read any headline and see if you can tell exactly what the key benefit is to you. If you can’t there’s something drastically wrong with the headline.

Unfortunately, few business owners understand how to do this. As proof, here are a few random headlines taken from various places. For each one, try to guess what the benefit is or what the product is…

Headline 1

30 Days ’til Class Revolution

If you have any idea at all what this is about then you’d be a good candidate for clairvoyance…

Headline 2

Bratwurst. Knockwurst. Sauerkraut. Sauerbraten. Kuchen. Wiener Schnitzel and Pinkelwurst? Okay, so Germans don’t cook in the kitchen.

Eh?

What?

‘Squeeze me - baking powder”

What the heck is that about? If I was looking through a magazine and saw that I’d be over to the next page faster than Jenson Button is taking the lead in F1.

Headline 3

Work With Joe Jones as an Internet Consultant

Joe may well be a great chap and know what he’s doing but I’ve got NO idea what he can do for me. Does he help people get on the internet, does he install internet ’stuff’, does he work with telecomms companies??

Who knows… And WHO CARES…

BAD, BAD, Headlines…

So….

Remember…

Your headline is THE most important part of ALL your ads, sales letters, websites etc.

Simple changes can produce DRAMATIC results…

And don’t forget the 200 TOP HEADLINES EVER WRITTEN I have waiting for you. All you need to do is accept my FREE GIFT and trial to my Inner Circle and they’ll be coming you way.

Dedicated to your success,

Henry.

PS: If you’ve got any real headline bloopers ‘up ya sleeve’, post them in the comments of this post. Let’s all have a giggle…

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