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Missing Headlines Equal
Missing Sales
Copyright 2007 by Marte Cliff
It's
not that people buy because they
like your headline. It's that they
read your message because the
headline pulled them in. Why else
would anyone stop their busy life to
see what you have to say?
When
you read the newspaper or a
magazine, don't you scan the
headlines to see what might be worth
your time? And don't you skip
articles that are clearly of no
interest to you? Headlines are tools
that help us pick and choose how
we'll spend our time.
That means your headline has to
reach out and grab your prospects -
or they will choose not to give you
their time.
And yet, letters without headlines
show up in my mailbox with
regularity. I'll bet they show up in
yours too. Have you ever actually
read one of them? I have, or at
least I've tried, because sometimes
I get a silly notion that I should
contact these folks and offer to
help. But I always reconsider.
I
read a few lines and decide that I
don't have the energy to even read
on and figure out what they're
selling. That's because their second
mistake is dense copy - there are
usually about 4 pages of
single-spaced text stuffed into
paragraphs about 30 or 40 lines
long. Ugh. But that's for another
discussion.
These marketers just might have
something useful to offer - but I'll
never know and I'll bet you won't
either, because they refused to give
me a clue and then made it hard to
wade through their words.
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Paul
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Letters in the mail aren't the only ones
missing headlines.
They also show up in our in-boxes and in
newspaper and yellow pages ads.
I have to
wonder what people are thinking when
they send an email like:
Dear
Sir/Madam, (XYZ Co.) is a USA textile
company. We produce and distribute
clothing materials such as batiks,
assorted fabrics and traditional - (this
went on for 31 lines without a paragraph
break!) or this one:
Rebate
Processor Position - Easy Work - Great
Pay
Your
Help is Needed
Now,
maybe that's supposed to be a headline,
but they forgot the letter. So did this
one:
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MANY WAYS TO MAKE MONEY AT HOME! Need a
Few Quick Bucks or Want to Make a Lot
of Money Over Time, Without a Job,
a Business, or Hassles?
You've Found the Right Place!
http://paydotcom.net/r/82184/ebo07/27030588/ |
HUD Foreclosures for October 11th, 2007
HUD
Foreclosures in your Area (was a link)
Now
that one might work if delivered to the
right person - except that it's for
October 11 and it showed up in my mail
on December 30. And, there's no proof
that they know where my area is - so
rather than click and wait to see, I'd
delete.
The
fact is, if a marketer dives right into
the letter without telling the prospect
why he or she should read it, chances
are pretty slim that anyone with
something better to do will read on.
I just
read that less than 81% of all U.S.
households are on broadband, but we're
all pretty darn high-speed when it comes
to hitting delete!
What about those
newspaper and yellow pages ads?
Of course they're
expensive, so of course marketers want
to pare down to the bare essentials. But
isn't giving readers a reason to take
time to read it pretty essential to the
success of the ad?
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MANY WAYS TO MAKE MONEY AT HOME! Need a
Few Quick Bucks or Want to Make a Lot
of Money Over Time, Without a Job,
a Business, or Hassles?
You've Found the Right Place!
http://paydotcom.net/r/82184/ebo07/27030588/ |
Remember two things:
-
Your name is not a headline - not
unless you're so well-known that
everyone in your market will stop
what they're doing when they hear
it.
-
Everyone in the universe is not your
prospect - - so don't try to appeal
to every person. Write your headline
to grab only those who will want
what you have to offer.
Before
you place another ad, write another
email, or print another letter, think
about what you're offering and spend
time on your headline. Find something in
your message that will interest your
prospects, and put it front and center.
Try writing your headline as a question,
as a statement, as a promise, and as a
"how to" - and then write each one 10
different ways to make it as brief and
catchy as possible. Headlines are too
important to write in 15 seconds -
honest!
After
you have a great headline, go back and
work on the message below the headline
to make sure you answer the question,
expand the statement, keep the promise,
or deliver the "how to" that the
headline made.
Remember: To spend money on advertising
without giving your prospects a reason
to read it is silly. You'd be better off
using that money to go relax over the
week-end!
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ABOUT THE AUTHOR:
Marte Cliff is a Freelance Copywriter who
specializes in making people feel good about
buying products or services - or donating to
worthy causes. She has extensive experience in
writing search engine optimized web copy, direct
sales letters, postcards, space ad copy, press
releases, and more. She is also available for
marketing plan creation and editing services.
You can visit her at
http://www.marte-cliff.com
While you're there, sign up for her marketing e-zine.
When you do, you'll also get access to reports
that will help you get better results from your
own writing.
Article Source:
http://EzineArticles.com/?expert=Marte_Cliff
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