To paraphrase our real estate friends, the three most important things in advertising are the headline, the headline, and the headline. Studies have shown that if the headline doesn’t grab them, people overwhelmingly move on. The best writing and graphical design in the world can’t save an ad with an ineffective headline.
Effective headlines accomplish the following for the prospect:
- Self-identification: The prospect understands this message is meant for them specifically.
- Self-interest: Prospects are motivated to keep reading. Note that in many cases, stating specific benefits will automatically accomplish the self-identification goal.
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