DIY advertisers: why titles don’t work, and headlines do

When you advertise your business, do you give the advert a title – or a headline?

Ads (a.k.a. “adverts”) with a title often are also “upside down adverts” which you need to avoid if you’re going to get the maximum number of leads and enquiries from each of your ads.

Why titled don't work in advertising

Books need titles: adverts need headlines.

Never forget that an ad – even a small, low-cost ad in a local magazine or “handbook” – needs to offer readers something “in it for them…” not just a title being your name or what you do.

Don’t forget that old-but-very-relevant point … “what’s in it for me” is what sells.

That means, to grab attention and hold it, you need to start your adverts with a strong headline. Not a title.

[Read more…]

Think you need a marketing expert? Think again.

It might interest you to know the following points, neither of which are very flattering to our current masses of “marketing gurus…”

The difference between marketing and marketing communications

One: they may believe what they do is marketing, but there’s a good chance it’s marketing communications, which is only part of the story.
Two: if they know that what they do is marketing communications but they tell people they do marketing, they’re telling a porkie**.

But in fairness, it’s not that simple.

What does “marketing” really mean?

So that you don’t have to take it from measly old moi, here are some very respectable definitions: [Read more…]

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