Headlines in Internet Marketing
HEADLINES
- Advertising vs Salesmanship
Back in the 1980's I was given the
opportunity to take computer courses offered by the local university.
The purpose of the courses was to certify students in business
applications of computer technology. There were a few basic programming
semesters teaching from Cobal to Fortran but I found the ones on system
design to be the most helpful. I was able to use the concepts to develop
sales proposals, customer manuals and training material for my staff.
More recently I found I was not as comfortable with the Internet
Marketing world so I started researching the subject.
I discovered an interesting article in an old advertising manual that discussed some differences between advertising and salesmanship. The information is still pertinent today:
Salesmen try to have personal contact with prospects. They tend to:
HEADLINES shout out to those people. They must:
Substitute "Internet Marketing" for "Advertising".
Substitute "Subject" for "Headline" to move the discussion into the e-mail part of the Internet Marketing world.
Substitute "Keyword" for "Headline" to affect search results.
Writing headlines is a marketing art. Millions of surfers may see your message - only a few may be truly compelled to respond. The aim of a great "Headline" is to convince those few to open your link.
The quality and quantity of your responses depends on how many people find the topic appealing. Focus on the right readers. What are the solutions your product delivers?
Adjusting the headline can vastly change the number of responses to it. Your favourite headline may not be the best - you do not know what people are looking for until you conduct keyword research. The competition for keyword ranking compels us to be creative in our wording to catch the readers' attention. It is still a matter of trial and error to find out which combination of words and phrases get to your target audience.
However - a misleading headline defeats the purpose of bringing in high quality readers. People lead busy lives and have huge amounts of information in front of them. Good headlines give them efficient pointers to items they find interesting. The content of the message must reflect the topic of the headline.
- Advertising vs Salesmanship
Back in the 1980's I was given the
opportunity to take computer courses offered by the local university.
The purpose of the courses was to certify students in business
applications of computer technology. There were a few basic programming
semesters teaching from Cobal to Fortran but I found the ones on system
design to be the most helpful. I was able to use the concepts to develop
sales proposals, customer manuals and training material for my staff.
More recently I found I was not as comfortable with the Internet
Marketing world so I started researching the subject.I discovered an interesting article in an old advertising manual that discussed some differences between advertising and salesmanship. The information is still pertinent today:
Salesmen try to have personal contact with prospects. They tend to:
- waste much of their effort on prospects who are not interested in the offer.
- can't sell unless they are in front of the prospect.
- only read by interested prospects - it reaches the audience you care about.
- pick your audience from the crowd.
HEADLINES shout out to those people. They must:
- show what the interest is. draw in the right readers.
- pick them out of the crowd.
- make it worth the readers' while to read more.
Substitute "Internet Marketing" for "Advertising".
Substitute "Subject" for "Headline" to move the discussion into the e-mail part of the Internet Marketing world.
Substitute "Keyword" for "Headline" to affect search results.
Writing headlines is a marketing art. Millions of surfers may see your message - only a few may be truly compelled to respond. The aim of a great "Headline" is to convince those few to open your link.
The quality and quantity of your responses depends on how many people find the topic appealing. Focus on the right readers. What are the solutions your product delivers?
Adjusting the headline can vastly change the number of responses to it. Your favourite headline may not be the best - you do not know what people are looking for until you conduct keyword research. The competition for keyword ranking compels us to be creative in our wording to catch the readers' attention. It is still a matter of trial and error to find out which combination of words and phrases get to your target audience.
However - a misleading headline defeats the purpose of bringing in high quality readers. People lead busy lives and have huge amounts of information in front of them. Good headlines give them efficient pointers to items they find interesting. The content of the message must reflect the topic of the headline.
Dale Williams lives in Edmonton, Alberta.
He began taking computer applications in business courses in 1985 and has been applying systems design information to create proposals and customer guides in a sales setting ever since.
For your FREE step by step BEGINNERS guide to making money on-line - please visit http://www.easywebdeals.com/.
He began taking computer applications in business courses in 1985 and has been applying systems design information to create proposals and customer guides in a sales setting ever since.
For your FREE step by step BEGINNERS guide to making money on-line - please visit http://www.easywebdeals.com/.
Article Source: http://EzineArticles.com/?expert=Dale_W_Williams
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