Advertising

An important part of marketing is to grab your audiences’ attention. We as consumers have subconsciously trained our brains to ignore the adverts that we are continously subject to. We’re surrounded by advertising day in day out, so businesses have to strike the right chords quickly, clearly and effectively to make their marketing work for them.

Businesses now look to address a need, problem or desire in one short sentence to draw the audience in –  a headline. Headline effectiveness can vary, but it must appeal to the consumer by being personal, representative and relevant to them.

Some businesses use comparative headlines to represent how little the expenditure or cost is in comparison to normal expentiture, such as a night out or a weekly shop; this is particularly effective when it comes to safety and security features, because what you stand to loose is much more than the cost of the feature, like a fire alarm, for instance. 

The most important part of a headline is appeal – if it doesn’t appeal to the consumer, then they will never read the rest of the advert or sales page. The idea of the headline is to draw them in to read the next line, and that line, in-turn, will be responsible for getting the consumer to read the second line, and so on…

Advertising is decreasing in popularity because marketers believe you need more to persuade someone to purchase with you. When’s the last time you purchased through an advert?

When it comes to Sales Pages, as consumers, we know that they are trying to sell to us, and we want to get to the point – we’re increasingly impatient, and therefore we tend to skim over sales pages to find out exactly what we want to know, such as content, price and results; this means that it’s important to keep the paragraphs short and list the benefits in bullet points and short sentences. You want the consumer to be subconsciously nodding throughout the page so not a bone in their body is saying no to this purchase! 

It’s also recommended that a business includes proof that the concept or product has worked for others, and a great way to do this is through media: video, audio or photography. Visuals are increasingly popular to draw and maintain the attention of the consumers, and as a business, you can use them throughout your materials, such as enewsletters, to keep them coming back for more!

So remember to keep to the point and make sure the important factors are

• first & last
• clear
• concise
• consistent
• interesting
• bold

Have you got any fantastic headlines that worked well for your business? How do you come up with your brilliant headlines and sales pages? We, as  usual, would love to hear what works well for you and your business!

Tagged as: audio marketing, customer satisfaction, eMarketing, enewsletters, headlines, promotions, sales pages, video marketing

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