Welcome to Marketing Monday here with The ILEAD Company LLC®, where we help speakers leverage marketing their knowledge and story to grow their influence, impact and income.
We can embark upon the road towards becoming a sought after speaker. However, if marketing doesn’t occur daily, your speaking business will not grow and it becomes a hobby.
At the heart of marketing is your verbiage used or marketing copy applied on social media platforms, your website and marketing materials. We will focus on this below.
Marketing Strategies – Rising Above Your Noise With Great Copy
Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action. Copywriters help create billboards, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, white papers, social media posts, and other marketing communications.
But…let’s face it – your potential customer isn’t thinking about you. He or she is thinking about themselves. She’s thinking about his job, the fact that she needs to run to the store to get milk, and that the dog is giving her “the look” that signals it’s time for them to go for a walk. She’s thinking about her relationships, her boss who may be plucking her last nerves, her upcoming weekend, etc.
So when she hits your sales page, it needs to be strong enough to get her attention. It needs to grab her enough to break through the conversations in her head and shift her attention to the conversation in your sales letter.
The easiest way to do that? Instead of competing with the conversations in his head, join them.
In other words, instead of trying to shift her attention away to something unrelated to her, shift her attention to something very relevant and important to her.
As a marketer and product creator, you already know that your product or service IS relevant to your target market. You already know how it would benefit them. You already know that this product is perfect for your customer.
But she has no idea. And in fact, she doesn’t even know why she should care. Given all that, you have just a few seconds to convince her that she needs to stop whatever she’s doing and read your sales letter.
As you might expect, the headline is what will capture her attention (or not) in those first few crucial seconds.
As such, your headline is the most important part of your entire sales letter.
After all, if it doesn’t do its job (capture attention,) the rest of your sales letter is worthless because IT WON’T BE READ.
Think of it this way: the goal of your headline is to get the potential buyer to start reading the sales letter.
The goal of your headline is not to sell the reader your product or service. That’s what the rest of the letter is for. The headline is simply what you’ll use to grab your reader and pull them into the rest of your copy.
But remember this: your headline absolutely needs to be relevant to the rest of the copy. You can’t put out a shocking headline like “The President Has Been Hospitalized” just to get attention, and then go on to try to sell vitamins to the readers. They’ll feel duped and angry if you do that.
Instead, you need to speak to your reader directly about something that’s important to her. You may go on to arouse curiosity or promise a big benefit. But whatever you do, it absolutely must be relevant to her and to the sales copy that follows.
You can accomplish this by using a pre-headline and a headline.
Crafting Pre-headlines and Headlines
The pre-headline is a line or two in smaller font above the main headline. Many times it’s used to get attention by addressing the target market.
For example, if your target market consists of people who own poodles, your pre-headline may simply be: “Attention Poodle Owners!”
If you own a poodle, would you at least read the headline if you saw a pre-head that called out to poodle owners? Yes, chances are, you would keep reading.
Indeed, the more specific you can be, the better. For example, if you can narrow down the target market further, than address them in a focused way in your pre-headline. In our example, you might say, “Attention Toy Poodle Owners!”
If your product deals with housebreaking, then you can focus in even more by using a pre-headline like, “Attention Toy Poodle Owners – Who Else Wants to Housebreak their Poodle in Just 48 Hours?”
Another example: Let’s suppose you are selling a course on how to make money working at home. Your pre-headline can qualify your prospects and get their attention by asking a question such as, “Do You Want to Make a Full-Time Income Working Part-Time from the Comfort of Your Home?”
Now that you’ve grabbed the momentary attention of your target market by identifying them in the pre-headline, you now need to further get their attention by promising them a benefit or arousing their curiosity in your main headline (which is in a large font.) There are other ways to get attention — such as by being controversial or shocking — but promising benefits and arousing curiosity are the main two.
Indeed, if you can create a headline that both promises a benefit and arouses curiosity, you’ll likely have a winning headline.
Chances are, there are many benefits associated with using your product or service, right? Of course. So what you want to do is identify one of the biggest – if not the biggest – benefit associated with your product and promise this benefit to readers if they keep reading.
In order to know what your biggest benefit is, you also need to be aware of what is important to your target market.
For example, if you are selling watches to wealthy people who enjoy the prestige of an expensive watch, touting your watch as a “good value” in the headline isn’t going to capture their attention.
Another example: Some products (like cookware or mattresses) may do well to boast of a lifetime guarantee. However, a lifetime guarantee is not on the top of buyer’s lists when it comes to items that won’t be used much, such as wedding dresses or baby clothing. As such, mentioning the guarantee in the headline for products like these isn’t likely to hold your reader’s attention.
In addition to figuring out what’s important to your prospects, you’ll also want to consider some more “universal” wants of people. For example, people want quick and easy solutions. They want magic bullets. They want to feel better, be more attractive, be wealthier and look younger (among other things.)
If you can give your prospects a quick and easy way to look younger, mention that in the headline! If you can give them a quick and easy way to get richer, then by all means, let them know in the headline. The same goes for feeling healthier, becoming more attractive, being happier, etc.
Also keep in mind some of the “power words” that stop people in their tracks. The word “you” is one of the most powerful words you can use in your headline and elsewhere in your copy, so use it generously.
After all, people are only interested in themselves and how your products benefit them. As they read their copy, they’re always thinking, “what’s in it for me?” If you orient the copy towards them through generous use of the word “you,” your copy is already taking a big step towards answering the “what’s in it for me” question.
Are there other “power words” to use in your copy?
Of course. Here are some of the examples:
People also like new things, so words like “new,” “introducing,” and “break-through” tend to capture attention.
People like knowing things that others don’t know, so using words like “secrets, “revealed,” and “discover” tend to be powerful words in your copy.
And as already mentioned, since people like their solutions quick and easy, use words that convey that message where applicable (quick, easy, fast, etc.)
Friend, there is so much that I can share on this topic but I don’t want to make an extremely long blog message. Be sure to follow me on FB (my profile OR Join the TKO Facebook group) for more great marketing tips. Share today’s blog message and let me know below in the comments areas how today’s message has helped you.