Differentiate and you stand out in a crowded marketplace. Present your uniqueness and stress your rare attributes in all sales copy and promotions.

In a world of copycats, it pays to be an original. It’s usually the creator of a new concept who gets the most mileage from it. Innovative entrepreneurs often become market leaders while competitors keep doing things the same old way – until change is forced upon them.

Challenging the way things have always been done can lead to creative new options that revolutionize your industry and reward you with a windfall of profits. Differentiate your business and you attract attention. It’s new, different – even revolutionary – and it’s the kind of thing that generates excitement and creates a stir in the market. After all, few new customers would be drawn to you — if you were doing the exact same thing, the exact same way as everyone else.

Consider this question… “What Could You Do To Differentiate Yourself, Your Business, Or Your Product In A Way Prospects and Customers Would Appreciate?” Another thought to ponder is this… “What Traditions Could You Break That Would Capture Attention And Interest?”

Putting an effective new spin on your business should be done with the needs and desires or your customers and prospects in mind. Differentiate from their point of view.

What changes can you implement that would make customers say “Wow!”? Think in terms of what people want. Essentially, they want to be served better, faster and with more convenience. They want to be entertained. They want to solve problems with less effort. They want instant gratification. They want respect and to be treated like they’re important. They want to do business with companies that care about them and the environment.

Look at every facet of your business and compare the way you do things to the way competitor does. Are you operating in a similar manner? How might you do things differently? What changes could you make in that area that your customers would truly appreciate and value?

Re-invent your business operations and marketing materials as though you were the customer. Design everything from the customer’s point of view. Take “tradition” and turn it upside down. Recast your business. Make it more user-friendly and benefit-oriented. Blaze a new trail… even if it means revolutionizing your entire industry.

Let’s look at a few simple examples.

Many retail stores have their cash registers right up front – near the entrance. Couldn’t that prime real estate be better used to display enticing new merchandise and lure in more customers? PJ’s Pet Center does this well. They’ve cleverly placed a large cage of adorable puppies right outside the front entrance. Few people can walk by without a short visit… and many of those are drawn inside the store.

Some entrepreneurial-minded restaurant owners do the same thing with their kitchens. Patrons find it interesting and entertaining to watch the chef expertly prepare a multitude of culinary delights. At the same time, most competing kitchens are at the back of the restaurant and out of the way, so no one ever sees inside.

East Side Mario’s has done something unique to differentiate itself. They know that desserts are among the most profitable items any restaurant can offer. So they don’t employ the traditional dessert tray or standard menu. Instead, they present beautiful color slides of their delicious, mouth-watering creations in a View Master. A View Master is a small plastic toy — about the size of a camera – that you hold to your eyes and click to change the image shown.

Who can resist viewing each one of their specialties? It’s a fun, novel way to unveil delicious treats. Everyone gets a chuckle out of it the first time around and I’d be willing to bet that more people buy dessert because of it.

Take a close look at your business and industry. What is considered “standard practice”? How might business be done differently? How could you change things in a way that creates interest, desire, curiosity, and more sales?

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

Ready to improve your results? Then you’re ready for a copy makeover.

If all you need is a little medicine and not major surgery, you can make several quick and easy changes — and likely boost response rates in the process. You can probably take whatever sales copy you have now, modify it and make it at least a little more effective. Just remember that there’s only one reason to tinker and that is to convert more potential buyers into customers.

Recast, rework and repackage your sales letter to make it more arresting, alluring and inviting.

Since you already have a sales letter in place, chances are good that you’re sitting on some solid gold (yet hidden) sales material. Often a slight makeover can work wonders in terms of response. So, before you crumple it up and toss it in the trash, try tweaking your letter first. You might be surprised with the new results.

Here are 3 simple steps to help you quickly improve your sales letter’s response rate:

1) Create A More Compelling Headline. This is critical. The headline is the first thing your audience sees. It either “grabs” prospects by the jugular… or it doesn’t. If the headline fails, nothing else matters much because it won’t even get a fair reading.

Make your headline and/or sub-heading alluring. Talk to your prospect about what is most important to her. Think in terms of the BIG BENEFIT your product offers and deliver it in a captivating and compelling way.

Craft a handful of words that attract attention, identify specific target markets, and deliver enough interest and intrigue to pull true prospects inside. If you’re struggling with your headline, just think about the greatest advantage your product offers and promise it right up front.

2) Take The “YOU” Point Of View. You’re weight-loss story might be admirable, but what does it mean to your reader or prospect? Talk about yourself and the audience turns off. Talk to your reader one-on-one about something important in her life… and you’ve got her undivided attention – at least momentarily.

If you could re-shape your story… if you could express it in a way that was more meaningful to your individual readers, you’d quickly capture their interest. There’s a difference between telling your audience that you lost X number of pounds… and telling them how they can lose X pounds, enjoy the process, and feel terrific about their slim, new look.

Remember the old marketing phrase “What’s In It For Me?” Everything your prospect reads gets filtered through this frame of reference. With each statement you make, your audience is thinking… “So What? What does this have to do with me in my situation? How does this help me?” If the answer isn’t obvious immediately, off they go and you lose the sale. Many times the decision to stay or go is made in the blink of an eye – and often unconsciously.

3) Turn Your Bullet Points Into Irresistible, Benefit-Packed Mini-Headlines. Make each bullet a “grabber” in its own right. Many prospects will scan certain segments of your letter, to determine if what you’re offering is something they really want.

While many marketers use bullet points in their sales letters, most settle for weak impotent copy that lacks enthusiasm and passion. If you’re going to use this powerful tool, do it up right. Craft your bullet points with the same emotion and magnetic appeal, as you’d inject into a major headline. After a while, this gets easier.

Bullet points are one element of sales letter  that have the power to quickly trigger intense reader interest. Use them for all they’re worth by making each point justify itself. Each and every bullet point should be capable of compelling the reader to read on — with heightened desire and interest. Anything less is costing your money.

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

There’s no shortage of valuable information to be gleaned from the earlier efforts of others. But the trick is to observe, learn and swipe responsibly. It’s also important to choose your “learning materials” with great care.

Copying is never acceptable in any way, shape, or form. But you should learn from the successes and failures of other copywriters and marketers at every opportunity if you want to improve your own results.

Here are 5 reasons why you should build your own swipe file…

Reason Number One: See What Worked Before. Perusing a collection of proven winners gives you a bird’s eye view of how others sold various products. You get to take an inside look at the work of top copywriters and marketers so you can discover the appeals or “hooks” that worked for them.

In most cases, these are just as applicable today. Products and services may have changed. But those human desires and deep-seated fears are still the same.

Reason Number Two: Use It As An Instant Idea-Starter. At the beginning of a new project it’s easy to feel completely overwhelmed as you delve into all the nitty-gritty details of the product and market. That’s a great time to rely on your swipe file.

Review several examples and apply them to your work. And what was once a daunting project becomes an almost routine task.

Reason Number Three: Let It Help You Get In The Flow. When you’re staring at a blank screen and facing a crucial deadline, you can always count on your swipe file to save the day.

Being in a “stuck” state is the opposite of being in “flow”. When you’re struggling for words, you need a boost. That’s the time to read several quality samples. Soon your creative juices will begin to flow.

If you need a headline, take 10 (or more) examples and rework these to fit your offer. Rarely will any be a perfect fit. But this simple exercise will free your mind and maybe even get you laughing. And both results offer a huge boost to the creative process.

Reason Number Four: Learn By Example. Having instant access to some of the best copy ever written can give you an unmatched education in what works with words.

Even elite copywriters continue to add to their knowledge base. I know because I’ve sold to a number of them.

With a swipe file, all theory is cast aside. You get only a marketer’s best effort at capturing attention, presenting an offer, and closing the sale. This means you learn by actual example. The best examples are those offers you see over and over again because they’re obviously making money.

Reason Number Five: Capture Unexpected Gems. Invariably, flipping through a swipe file provides additional benefits too. Not only does it help you with your copy, but you’ll often find extra ideas you can swipe.

Perhaps it’s a formula, or a new format you’ve never seen before. Maybe it’s the font used in a headline that jumped out and grabbed you. It might be a headline that with some refinement would make a terrific sub-head in your sales letter. Or, maybe even the graphic used with the guarantee that’s an ideal fit for your project.

A quality swipe file can save any copywriter endless hours of toil. Whenever you need a creative kick-start, there’s one thing you should do: leaf through your collection of proven winners. It’s the quickest way to get started on the right track.

The trick is to maintain an open mind and continue to be on the lookout for solid ideas and opportunities to use them. Do that and you’ll gain maximum value from your swipe file.

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

Postcards can be valuable marketing tools for just about any business. Here are a few ideas that will help you get the most from your own postcard campaign.

Postcards work because they deliver short, concise messages in the minimum amount of time – perfect for the “time-poor” society we live in today. They get the information across rapidly, with a quick and easy flip of the wrist. With postcards, you can take your idea from concept to distribution within just days. Since postcards can be produced in any quantity to suit any budget, they’re great for businesses of all sizes.

You could even save a bundle on your marketing expenses by utilizing postcards instead of other, more costly tools. Currently, in the USA, postage costs are considerably lower for postcards vs. first-class mail. The same advantage may not be available to marketers in other countries, like Canada, for example. However, postcards still offer tremendous opportunities to entrepreneurs at any rate of postage.

Postcards work best when used to:

• generate leads
• follow-up with prospects as part of a campaign
• make an announcement
• thank customers for their patronage and invite them back with a special offer

The key to a successful postcard is to have instant impact. You’ve got to make your piece grab attention in your prospect’s crowded mailbox. You want to try to catch the eye, pique the readers curiosity and unload your marketing message as quickly as possible.

Every postcard has a front and a back. Use the front as leverage to woo your prospect enough to flip the card over and get the full impact of your complete message. Use the back of the card to unveil all the benefits of your product or service, provide an offer and list prominently your contact information.

As with any type of advertising, be sure to include a strong headline. It’s the most important part of your postcard and should be featured prominently on the front side.

When you’re sure you’ve got a headline that works, try to enhance it visually, to really make it stand out. Try reverse-type (white text on a dark-colored background). Employ graphic options like cartoons, if they assist you in getting your message across. Use brilliant photographs only if they help convey the message in your headline.

The text of your postcard should be filled with benefits, telling your prospect in clear, vivid detail all the advantages that he or she will enjoy with your product. Also, try to include a few testimonials. These act as “social proof” of your claims and help build your credibility as a reliable supplier. Testimonials help to overcome the fear many people have in trusting a vendor they haven’t done business with before.

Another important ingredient of successful postcards is the offer. Always give the reader an extra incentive to take action now. If your postcard is sent as a “thank-you” to new customers after their first purchase, entice them back with a 15% discount on the next. This makes your postcard actually worth something in terms of redeemable value.

Always make it easy for recipients to respond to your message. That means a clear, legible phone and address, web site, etc. People like to respond in various ways. Giving them multiple options, makes it easy for prospects to respond — which in turn will make you a more successful marketer.

To have a powerful postcard created for your business, or to discuss the possibilities, contact me any time.

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

Without a powerful headline, your message stands little chance in an increasingly competitive marketplace. If your headline doesn’t capture attention and pull prospects inside, the rest of your marketing effort is meaningless.

Nothing is more important to getting your message noticed than your headlines. If you’re not allocating a sizable percentage of your time and creative effort to your headlines, you could be losing out on a large chunk of business.

Top copywriters understand this concept well. They know how essential it is for the headline to capture attention by literally stopping prospects in their tracks. Here are five good reasons why headlines deserve greater emphasis and attention.

1) Headlines Are Natural Attention-Getters. We all have a tendency to read headlines first, before delving into any body copy. They stand out visually, thus compelling people to pay attention to them first. Headlines act as leads that are set above and separate from the rest of the text. This naturally attracts the eye of the reader and pulls him towards the headline.

According to advertising legend David Ogilvy, 5 times as many people, on average, read headlines as read the body copy of an ad. With 5 times the readership, headlines have a unique opportunity to make any message many times more successful.

2)  Headlines Serve As Valuable Guides. Headlines tip off readers. They provide a clear signal to help readers decide whether they should stick around for the full message, or dash off to something else that’s better suited to their own special interests.

As a quick summary of the entire piece, headlines either attract continued interest and readership, or they repel it. Without a headline, the reader is forced to wade through a portion of the text to understand the meaning. When you force readers to do this, you risk losing them altogether. In effect, having no headline will cost you at least 80% of your potential audience.

3)  Headlines Prepare The Reader For What’s Coming. Headlines fuel interest. They start the reader’s motor running. A good headline sets up a feeling of expectation as the reader anticipates discovering more and can’t wait to get it!

Successful headlines address a specific audience. They open the reader’s mind to new possibilities and expand his level of enthusiasm and interest. The best headlines involve the reader in some way which virtually guarantees sustained attention– at least until the reader finds the information he seeks, loses interest, or places an order.

4)  Headlines Simplify The Learning Curve. Every headline serves to introduce whatever follows. As an opening or a lead-in, the role of the headline is to succinctly communicate the essence of the message it precedes.

Effective headlines and sub-headings reveal key bits of information-often with the added power of emotion. A review of the various headings alone can often provide one with the gist of a given message. This makes it faster and easier to understand and remember.
When you make it easier for your prospects to read and comprehend your messages, you increase the chances of your own success.

5)  Headlines Allow You To Deliver Your Biggest Bang Up-Front. You have the opportunity to capture attention and interest at the outset, by using your most appealing selling point in the headline. If your strongest, most desirable product attribute fails to pull prospects in, surely nothing else you could ever say would do the trick, either.

The stronger your headline, the more readers that are exposed to your message will read on. Create every headline to command attention and inspire interest. The more alluring and irresistible you can make it, the more genuine prospects you’ll attract and ultimately, the better results you’ll achieve.

Headlines are powerful marketing tools when used correctly.

Take a good look at the headlines you’re using in your own ads, brochures, sales letters, and web pages. Keep an eye out for additional headline and sub-heading opportunities. Make your headlines impossible to miss and difficult to ignore and watch your results soar!

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

Are you maximizing your marketing results by using headlines at every opportunity? Few would argue about the crucial role headlines play in the success of offline ads and marketing materials. But headlines can also make or break your marketing efforts online, several different ways.

To achieve online marketing success, you need to promote your most appealing and unique competitive advantages. Take those advantages and turn them into a persuasive message and convey this message to the right prospects.

Marketing is all about communication. And the more effective your communication, the more success you’ll enjoy. But your primary task is to first and foremost –attract an audience. That’s the job of the headline. Headlines serve to both draw attention and inspire interest. Following are 6 ways you can cash in on the powerful, magnetic-appeal of headlines in your online marketing activities.

1)  Web Sites. Every site can be made more effective by leading off with a benefit-packed headline. In fact, every page of a site can be improved this way. If you want visitors to spend some time exploring your page, tell them right up front the reasons they should stay. Do this in the form of a headline. Tell your site visitors what each page offers in an exciting way that appeals to their own self-interest.

2)  Signature Files. In most exchanges with prospects via email, you can benefit by adding a signature file to your outgoing messages. Signature files can also be used at the bottom of articles, reports and discussion group postings. When they read like a compelling headline, they have much more impact. They give the reader (your prospect) an opportunity to take additional action to further strengthen the relationship between the two of you (potential buyer & seller). The best signature files are difficult for prospects to resist and usually feature a strong offer.

3)  Banner Ads. What good is a banner if it doesn’t inspire visitors to point and click? Yet, most banner ads are woefully inadequate as compelling messages that trigger action. Though many banners provide a call to action, often they don’t give a strong enough reason for prospects to do so. Plant a seed of possibility. Deliver a huge promise. Tell your prospects what you can do for them.

Think of your banner as a miniature billboard. It pops up on the landscape as your prospect travels the web. What would make your banner more appealing? It’s not the artwork… but the words that motivate action. Create a headline that not only stops prospects in their tracks, but one that also moves them to follow through with action.

4)  Forum Post Headings. Visit any discussion forum and what’s the first thing you see? The headings of course. The list of subject headings acts as an index where visitors can click and choose whatever messages they want to open and read.

Subject headings are most often colorful, active links that take visitors directly to the full post. What headings enjoy the highest click-through rates? It’s those that appeal, intrigue, interest, or arouse a little curiosity in readers. In short, the best headlines attract more prospects. Another key factor is the name of the person who authored the post. Well-known names who tend to post information of value, naturally draw more attention. But without name recognition, your best bet is to write a headline that’s difficult for visitors to ignore.

5)  Discussion Board Links. Links that follow informative posts are another opportunity  for you to deliver a power-packed headline. Most discussion boards allow you to post a link with each message. Those that don’t make this provision, often allow a signature file as an alternate.

Links stand out visually, due to their contrasting color and the fact that links show as underscored text. As a visual siren, they’re an ideal opportunity to deliver a message with punch-one that drives traffic to your chosen page. Again, the most effective links are interest-inspiring headlines.

6)  Email Subject Lines. Want to make sure your email messages get read by your targeted recipients? Here’s how: turn your subject line into a mini-headline. Subject lines are the first thing email recipients see, in addition to the return address. You don’t have a lot of room here, just enough for a small handful of words. So choose your words carefully. It’s your first and perhaps only chance to convince the recipient to open your message, instead of trashing it.

7)  Titles Of Articles, Reports And E-zines. Give provocative, attention-grabbing titles to all your writing. Add interest and intrigue to draw more readers. Give your work headings that make readers want to know more. Pull them into the body of your articles and reports. As a consequence, they’ll also learn more about you and your products and services.

Use your titles to hint at the secrets you have to reveal, or your new, evolutionary technique that will save money, time, or energy. Offer new information or a major benefit that would be of great interest to your prospects. The stronger your titles, the more powerful the pull.

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

MISTAKE #1: Trying to close the sale in the classified ad.

This is one of the more common, serious mistakes classified advertisers make. The problem is that you just don’t have the space, in a classified, to convey all the benefits of even the most basic, or lowest cost product.

To try to shortcut the sales process by trying to close the sale right away, can only result in a less than spectacular rate of response. You may sell a few, but I’d be willing to bet that this strategy will cause losses far more frequently than profits.

Many entrepreneurs start out this way convinced that their product or service is the greatest thing since the invention of the wheel, only to become dismayed by a lack of sales. Any ad that lists a price for a product or service is guilty of making mistake #1.

Try using your classified ad only as a lead-generating tool instead. Make the sale with your follow-up material where you can provide qualified prospects with all the advantages you offer. This puts you in a much better position to sell virtually anything!.

MISTAKE #2: Pushing your product instead of the great benefits the customer gets as a result of having or using the product.

People respond because of what they “get”. They never buy products, services or businesses, they buy advantages or helpful results. It’s the benefits of your offer that you promise in your ad that triggers response.

Don’t talk about the features of your product, communicate instead all the great customer benefits your customer can have when he takes advantage of your offer. Leave it at that. If he’s interested, he’ll respond. Then you’ll have a qualified prospect you can work with until he is converted to a customer.

MISTAKE #3: Not providing enough information to incite qualified readers to respond.

If you don’t tell enough about what your product can do for the reader, your results will not satisfy you. You may generate response, but, it likely won’t be of the high calibre, qualified kind. In fact, the only response you’re likely to get will be those people who respond to any ad, particularly those that offer something “free”. Don’t skimp for the sake of a few dollars. You’ve got to say enough to arouse interest or you might as well not advertise at all.

MISTAKE #4: Not using your biggest bang as your headline, thereby running the risk of losing prospects who might otherwise be interested in your offer.

What is the greatest benefit you offer? Or, what could you say that would command the attention of the greatest numbers of qualified prospects?

This should be your lead, and nothing else.

You’ve got to use your strongest attribute right up front, or you risk losing the scanning reader, who just may be a good prospect for your offer. Don’t hold back. You only have a fraction of a second to capture the attention of the only person who can make you and your ad successful: your prospect. If your strongest enticement doesn’t work to command attention — a lesser lure surely won’t work either.

MISTAKE #5: Not providing a strong, compelling offer to call, fax, write, E-mail, or otherwise connect with you.

The world is one huge competitive marketplace. Your prospects don’t need you as much as you need them. They have a multitude of choices available, even if your product is a totally unique one-of-a-kind product. You need prospects to become customers. The first step to converting prospects into customers is to woo them in, to attract them, to gently prod them along, to interest them enough so that they take action.

Some classified advertisers seem to assume that anyone who reads their particular ad is automatically going to respond. There’s no incentive to the reader, no enticement to inspire action. Without the appeal of a meaningful reward, how likely is it that your prospect will get out of his comfortable chair and do what is necessary to connect with you?

Inaction is always easier for the prospect. It’s the inertia factor. In order to move your prospect to action, you’ve got to dangle a “carrot”. And, the “carrot” you choose must be of vital importance to your prospect.

MISTAKE #6: Not addressing what’s most important to your prospect.

This mistake is easily preventable by knowing your audience. The wrong appeal simply won’t work. This should seem obvious to anyone who’s prepared to spend hard-earned cash on a classified ad, but I see it all the time.

Some ads have no apparent appeal at all, they just take response for granted. You may get a trickle of response this way but high levels of response can only be won by utilizing intelligent marketing strategies. You can only do that with a strong appeal that is interesting, inviting and appealing to your target audience.

MISTAKE #7: Offering something that seems to be readily available elsewhere.

Nothing can take the place of uniqueness in terms of what you offer in the marketplace. If generating a huge response from your classified ad is your goal, then you need to offer some sort solution to a problem that is not readily available to your target audience.

If what you have to offer can be had through a number of other sources, and this is common knowledge to your audience, then what you offer has no original advantage. If your product or service can be obtained elsewhere, possibly with less effort and expense, perhaps even through a source that is well-known, why would a prospect even be interested in responding to your ad?

A competitive advantage would certainly help, such as a bargain price, but that in itself may not be enough to move your audience to contact you. Repackage, re-invent or re-engineer your product or service so that you can position it as something that is unequalled in the marketplace. Be different!

MISTAKE #8: Using someone’s name (who’s name is not of the household variety) in an attempt to attract attention and interest.

Assuming that your audience will immediately recognize a name and hold that name with the same reverence that you might, is arguably the biggest mistake on the list and the easiest way to kiss your advertising dollars goodbye. This mistake is most prevalent in the multi-level or network marketing field. Here is an actual ad as it appeared in a national magazine.

MLM – *Rick Ramjet challenges America, “Join Me Step-by-Step to Freedom” Information: (800) 000-0000

What’s wrong with this ad?

Well, there’s plenty, but point I want to drive home here is this: using names as drawing cards in classified ads can never work as effectively as a direct benefit statement. This advertiser assumes that his or her prospect not only knows the Rick Ramjet name, but will want to take action simply to join along with this individual.

Where’s the benefit in this ad? You might say the benefit is the “Step-by-Step to Freedom”. Although it’s a weak generalization, at least it offers some promise to the reader. For that reason alone, this particular advertiser would have fared better to lead with that benefit, instead of “MLM – Rick Ramjet challenges America…”
* the actual name has been changed to protect the misinformed

MISTAKE #9: Providing one option only as the sole means of contacting you, when that option may not be accessible to the entire potential readership of your ad.

This can be very frustrating to a prospect; I know from personal experience. For example, living in Canada, I have often been shut off from an advertiser simply because I could not make the connection to an 800 line. In many cases I was anxious; I really wanted what the advertiser promised. I was sold! But, I was also stuck.

What could I do? I usually tried to call more than once, only to hear the same voice tell me the number was not accessible from my area code. Very frustrating for a prospect. Very costly to the advertiser in terms of lost sales. To what extent? No one can be certain, but the solution has got to be to provide alternate means of contact.

All you need to do is provide a website, mailing address, even an email address; anything that would allow any possible prospect to respond. You never know from where in the world a response may come. This is particularly true with on-line marketing, but it also applies to any major publication you may choose to advertise in. Be available to anyone who may want what you have to sell.

MISTAKE #10: Making a claim that is too general or too unreal.

To proclaim that one can “make a fortune” or “earn six figures” overnight by performing some simple task rarely, if ever, works for an advertiser. Instead, such claims triggers doubt, disbelief and inaction. Everyone has heard it all before and many have been fooled, at least once, into replying, only to be deeply disappointed at some point.

Anyone can make a general claim, but you can enjoy a far greater rate of response by being specific, with actual numbers; numbers that appear to be realistic. In no way am I implying that you should manipulate the numbers so that your statement of claim seems very real to your prospect. What I am saying is that whatever claims you make must appear to be truthful in the eyes of your prospect. Real, actual figures can help you achieve this objective.

For more information on creating winning classified ads, see my book, Classified Magic …How To Make Your Small Ads Pay Off BIG!

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

Why do certain headlines produce extraordinary results? What magical characteristics do winning headlines possess? Successful headlines all share the ability to cut through the clutter of competing messages to deliver a hard-hitting, unmistakable message towards a specific group of prospects.

Great headlines are those that not only get noticed, but also draw the reader inside with a magic-like spell. Whenever you find yourself reading deep inside the body copy of a message, chances are you were pulled inside by the magnetic appeal of a carefully-constructed and targeted headline.

The most successful headlines contain at least one (and many times, several) of the qualities listed below. When writing your own headlines, review this list and make sure you’re on target.

1)  Stop-Ability: Job one for any headline –whether it be for a display ad, banner, or a sales letter– is to arrest attention. Without first capturing the eyes of your prospects, your message doesn’t stand much of a chance. Without a powerful, concise message, prospects will be gone elsewhere, in the blink of an eye.

Living in the midst of the information age, each of us is inundated with a huge, continuous explosion of messages from all directions and an unlimited number of sources. It can be overwhelming at times –even futile–when we realize how impossible it would be to pay attention to it all, even with 48 hours to a day!

With this in mind, your headline has to make the reader stop dead in her tracks to ponder your idea, concept, startling statement, or intriguing question. Your headline’s mission is to consume your reader’s focus, capture her imagination and momentarily mesmerize with your captivating collection of words.

2)  Interruptive: Customers and prospects are mentally preoccupied with various thoughts of their own. Everyone is busy living their own lives. An headline that interrupts has the ability to shift the reader’s attention and focus from their current thoughts, towards your message.

It’s a break, a temporary thought suspension that you want to create with your headline.

A headline that is an effective interruption means you’re able to get the prospect to shift her focus to something that’s new, timely, or important to her life. It’s something that’s sure to get attention. To pull this off successfully requires a good understanding of your target market and a powerful headline that addresses a deeply-held desire or solution to a problem.

3)  Provocative: The provocative headline is one that instigates a reaction in the reader. It delivers a mental nudge, designed to involve the prospect in some way. A provocative headline is difficult to ignore –particularly when it’s narrowly focused on a specific audience-because it tempts, teases, or tantalizes the reader.

Provocative headlines command the attention of those they address by asking questions, delivering surprising or shocking statements, and by establishing a connection to a news story or event.

4)  Compelling: A compelling headline draws like a magnet because it hits at the heart of a reader’s greatest desire. These headlines pull the reader inside. They fuel the desire for more by offering a huge promise-something the prospect wants, and wants badly. The key to a compelling headline is the suggestion of a payoff of some kind. The closer the match between promised payoff and deeply-rooted desire, the more effective the headline will be.

The compelling headline places a powerful thought in the mind of the prospect-something she cannot easily forget. It stays with her until the desire has been satisfied, (often by placing an order) or, until she loses interest. The anticipation and desire builds so the prospect is literally compelled to stay with the message to satisfy a nagging hunger.

5)  Curiosity-Arousing: Prospects are pulled inside to the heart of a message by their natural desire to find out more. Often it’s the result of a surprising statement, shocking news, a new discovery, or a new way to solve an age-old problem. The best curiosity-arousing headlines combine curiosity with a major benefit of interest to the prospect.

Once the reader’s curiosity has been piqued, her interest naturally intensifies. The more thought she gives to the subject, the stronger the curiosity grows– as well as the desire to satisfy it. What it all boils down to is greater exposure to your entire message over a longer period of time.

6)  Benefit-Loaded: Benefits are the true payoff all prospects seek. Benefits answer the “What’s in it for me?” question. Every prospects has their built-in radar set to a benefits-only frequency. Benefits attract attention and interest.

What is it your prospects would like to have or achieve? What problem would your prospect most like to solve? Headlines that present strong benefits are headlines that capture interest. When you speak in terms of benefits, you’re speaking your prospect’s language.

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.

Few things are more important to the success of your marketing efforts than the headlines you lead off with in your sales letters, display ads, and web pages. An attention-getting, arresting headline has the power to pull in many more prospects and customers.

A headline is nothing more than a collection of words designed to get qualified prospects to sit up and take notice. As such, its task is a huge and vital one. To create a winning headline, distill your most unique benefits down to one powerful sentence that packs a punch. Following are 13 easy-to-follow tips to help you create more successful headlines.

1)  Do your homework. Start by gathering important information. Decide on the venue for your headline, then, identify the 6 key elements of successful marketing materials. These include: 1. The product or service. 2. The benefits 3. The market. 4. What the market really desires and the most common problem it encounters. 5. Any special offer or inducement you can think of that would increase interest. 6. The competition and any claims they may be making.

2)  Isolate your most impressive and unique competitive advantage. Look at your product or service the way your customers and prospects do. Put yourself in their shoes. What would get these people to pay attention? What is the strongest benefit you can offer?

If your product was the “dream solution” – the answer to your customer’s deepest desires – what would it do for them? Now your job is to create a headline that clearly contrasts from other competing headlines, all vying to attract the same audience.

3)  Get started and write as many headlines as you can. Your first headline probably won’t be your best work. But as you continue writing, you’ll find better ways to express your thoughts in a more compelling, provocative or arresting way.

Try several different formats from questions to combination-style headlines. Don’t worry about perfect spelling or presentation –simply let your ideas flow and jot them down. This strategy is shared by some of the best copywriters in the world. After you’ve created a lengthy list of possibilities, choose your top 3 to 5 headlines and tweak them for maximum impact. Testing will reveal your most responsive headline.

4)  Brainstorm words and phrases that colorfully express your product’s unique benefits. In a short space of time, you can generate a plethora of vibrant, expressive words and original phrases that can help make your headline stand out from all others.

With brainstorming, best results are obtained with a pre-set time frame of  5 minutes or so. Simply allow your creative juices to flow and record every word, without judgment. Ignore the temptation to evaluate the merit of any particular suggestion. After a few short minutes, you’ll have plenty of power-packed, benefit-oriented headline words to choose from.

5)  Deliver a clear, concise, and complete message. Edit your headline for clarity. Make sure your words are easily understood and do not evoke mixed messages. Be direct rather than subtle… benefit-oriented rather than amusing or catchy.

Readers generally digest a headline as one item, simultaneously taking in all the words as a complete unit and processing it as a single image. You want to be sure that the image your headline delivers is crystal-clear and not open to misinterpretation.

6)  Capture attention, pique the interest of your prospects and arouse their curiosity. Do these three things and you’re sure to have a winning headline.

First and foremost, you’ve got to attract the attention of readers. Think of your headline as a visual siren. Call out to your best prospects with something that’s vitally important to these folks only.

Secondly, communicate in terms of benefits or helpful advantages and make your benefits more enticing and appealing than what the competition offers. Benefits address the self-interest of prospects. Benefits are all about prospects and what they’ll get as a result of buying your product.

Thirdly, add a little mystique to the picture and you’ll arouse your prospect’s curiosity. Reveal just enough in your headline to literally drive potential new customers to find out more.

7)  Think of your headline as the message on a billboard. With most headlines you probably only have a few fleeting seconds to get your main selling point across. Rewrite and refine your message to down to its most powerful, concise statement. Make it deliver your most payable punch, promptly. Give the skimming reader the opportunity to receive your essential message in one quick take. Hit hard and hit fast. If you don’t, you’ll never win at this increasingly competitive game.

Copyright© bizprofitbuilder.com and Robert Boduch. All rights reserved worldwide.