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The
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Don’t Ask Why! Hi! So as I’m sitting here freezing my ass off in the cold Chicago winter, visualizing my birdie putt sinking into the hole on the 18th green at White Eagle, I get an email from a client. She’s a really nice lady, and tries hard to be successful. At least I should say she tries to try. What’s that mean? It means that she follows most of the advice I give her, but usually finds one thing to change or tweak or modify or skip…or something. She rarely just follows the formula for direct marketing success. It’s too hard for her to take the easy way, simply using the step by step system I have provided her with. Why is it too hard for her to do things easy? (That question even sounds too hard, doesn’t it?) Anyway, I think she has a hard time doing things easy because she wants to “figure out why” things are done in certain ways. Or why things work better one way versus other ways. Like many people, she’s so intent on understanding the reasons why things are the way they are…that she doesn’t get much done to actually make money! She’s like so many people who want to work from the “Ready, Aim, Fire” approach…instead of the “Follow Instructions, Fire” mentality I believe works the best. If you have the recipe, why try to figure out why? My answer to a question I get a lot, “Why do you think the one headline worked so much better than the other headline?”…is quite simple. WHO CARES???? See, I just had a client run a 10,000 postcard test campaign, where we spilt test two headlines with the same body copy. One headline pulled in 140 leads and the other pulled in 11 leads. Obviously, a BIG DIFFERENCE! —– Begin Jim’s Comments —– I just want to take a moment and address the headline issue since I’ve been testing different headlines recently. Go get a copy of your local newspaper or tabloid paper. Look at the cover and what do you see? Something like….. Corruption In the City Council! Innocent Victims Jailed! Cold Blooded Killer Loose Sex Scandal In the White House There’s always something sensational. I’m sure you know by now why most of the main articles start with headlines relating to disasters, murders, sex and corruption? Well, in case you don’t I’m going to tell you. It sells newspapers. PERIOD. It attracts people who read newspapers (and often gets even those who don’t normally read the paper) and gets them to buy it. The only purpose for any of your headlines is to attract people you want to reach and to sell them on wanting to know more. Here’s further proof...take a look at the magazine rack at the grocery store. Look at magazines aimed at women with such articles like - “What You Always Wanted To Know About Men” “7 Signs He’s Cheating On You” “8 Tips On Looking Great This Summer.” None of the big time magazines have headlines with the author’s name and picture (unless it Stephen King or someone that will draw interest). Think about it...would you buy a magazine or a newspaper with Acme Communications as the feature story. Followed by "The Jeff Paul and Jim Fleck Reports" (well maybe the latter). So why is it that most businesses keep sticking the company’s name and logo on top of their advertisements or in the first paragraph of everything they do?? Or the other kind of headline that is a favorite with advertising agencies and many so-called experts. This is the “Guess what I do— see if I can sucker you in headline.” These headlines are aimed at testing the reader’s intelligence. They are usually the result of ignorant advertising agency braintrusts. “Five times as many people read headlines as read the rest of the advertisement, article or letter.” A change in a headline has been tested to increase the response to an advertisement by up to nineteen times. The best headlines are usually those that tell the reader what the biggest benefit is that your product or service will give them. It tells them what your product or service will do for them. This basic, simple rule of headlines is overlooked by 95% of all the ads and sales letters we come across. John Caples - head of the third largest advertising agency in the USA for 40 years - analyzed the most commonly used words in one hundred successful headlines. Headlines that made money. Headlines which were repeated over and over by advertisers who measured the response from every advertisement. Here is a list of the ten most frequently used words - in the most effective 100 headlines ever written. Next to each word you will find a figure showing you the number of times the word was used . . . You..........................31 Money.............................6 Your.........................14 Now................................4 How.........................12 People.............................4 New.........................10 Want................................4 Who.....................… 8 Why.............................…4 As you can see the most common words used were you and your . They are the most frequently used words in all successful advertising and marketing materials. This is because . . . Every advertisement, promotion or letter should be aimed at the person reading it. You should never aim at the masses when writing. Imagine you are sitting across from the person you want to reach and write to them and them alone. And now back to Jeff. —– End Jim’s Comments —–
Click Here To Find Out What Else Jeff Has To Say
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