How to Save Money for Free and Avoid Debt – Quick
April 27, 2014
Saving money is a big deal. Such a big deal that people spend money to save money! They sign up for better store cards, buy special promo deals, and purchase the platinum memberships. Of course, sometimes these are investments do pay themselves off.But wouldn’t saving money for free be so much better?The following ... more
Local Restaurant Coupons – Dining in Style for Les
April 27, 2014
There are countries in the world that excel in the art of fine dining. Delicious cuisine is taken to a whole new level in places like the Ritz Carlton in Berlin, Sparks Steak House in New York, or London’s Plaza Athenee. We hear tell of $300 one plate menu’s, six- ... more
5 Traits of a Successful Print Media Campaign
April 27, 2014
Thinking of starting a print media marketing campaign? At Hometown Values we know that print media is far from dead, and instead, remains a powerful and vital tool for successful marketing. In fact, according to a Pitney Bowes Survey, 76% of small businesses state that their ideal marketing strategy utilizes both printed and ... more
Creating a Good Headline
6 Hardworking Headlines that Keep on Working by Dean Rieck
Since the headline is responsible for about 80 percent of your response, it is vital to write one that works. So here are six headline flavors that have been proven over and over in millions of print ads.
Say it simply and directly. No cleverness. No jokes. No wordplay. Just get right to the point and say what you have to say. This works particularly well with strong offers, solutions to clear problems, recognized brand names, and product or service types that the reader is familiar with.
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State the big benefit. This helps select your ideal audience and relays your main selling point. If you’re offering a discount, say it. If you’re offering something free, scream it.
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Announce exciting news. Casting your headline in a way that suggests news, rather than just advertising, can have the same powerful appeal of a feature story in the morning paper. Key “news” words: New, Discover, Introducing, Announcing, Now, At last, Finally.
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Appeal to the how-to instinct. We all have an impulse to improve ourselves and our lives. The secret here is to focus on a need or want of the reader and promise to fulfill that need or want quickly and easily.
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Pose a provocative question. Asking a question directly involves your reader. However, your question cannot be random or clever. It must relate directly and clearly to the major benefit of the product. It must also prod the reader to answer “yes,” or at least “I’m not sure, but I want to know more.”
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Bark a command. Many ads fall flat because they fail to tell the reader what to do. Commands allow you to simultaneously be direct, relay a benefit, and take a commanding posture. It’s not conversational. It’s dictatorial, but in an acceptable way that readers have come to expect in clear writing.
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--- Dean Rieck is president of Direct Creative, a full-service creative firm.