The considerable quantity of businessmen use abstract and inconcrete headlines in the advertising materials, which do not have something in common with absolute benefit, which gives to the buyer their offer, and then they are surprised why their advertising does not give positive result.
After that they are in a hysterics throw out all advertising text in an urn. And this is very hasty decision. In most cases the text could be kept, but you should throw out and rewrite only headlines.
The heading is not a summary of all your advertising text. The heading should advertise your selling text!
Differently, the heading is advertising for advertising! The purpose of heading is to draw attention of the reader, instead of to interest him in your goods. To draw attention of the reader to force him to read at least some more lines, instead of to leave page with your advertising. And only after, having read heading, the reader continues to study your text, it is necessary to awake his interest.
For certain, you had to hear about the formula: Attention – Interest – Desire – Action. As you can see, the first part of this formula means occupancy of attention of the potential customer, and this part is entirely assigned to heading. Here is covered the secret of a failure of a considerable quantity of advertising texts.
All other components of the formula are absolutely useless, if the heading is inefficient and does not involve attention of the potential customer. It happens in ten cases from ten.
How is to create such heading, which would draw attention of the user? The answer is one: to “pack” in it a considerable quantity of benefits. But it is not simple benefits, and such benefits to which your potential customer will pay attention instantly and without alternatives. How is it possible to find the correct decision?
Effect of a precipice.
Usually between problems, which your potential customers have, and its decision
lies the whole precipice. In the majority potential customers do not understand it. Therefore if your heading will underline and expand this precipice in consciousness of the potential customer, the customer in overwhelming majority of cases will instantly react to such heading.
Differently, he subconsciously understands that this precipice – a reality; heading shouts that overcoming of this precipice – not a problem, and the potential customer is simply forced to go deep into reading to learn how it is possible to overcome this precipice. After all it, from his point of view – is huge and immense!
The task of heading in this case is to pay attention of the potential customer to a reality of a precipice and to demonstrate that the decision of his problem is described in your advertising text. If your potential customer merges by thought with your heading, he will have very weighty reason to continue reading of your text.
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Search Google and other search engines. Visit social networks and have a look on the accounts that are relevant to your topic. Go to the niche forums and participate in the discussion. All this will help you to build up a true vision of this market. Thus, giving you a real opportunity to make a smart and nicely balanced decision.
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