Fight for a good headline

Realtors know how important first impressions are so they like to list homes that look good from the street. A home with good "Curb Appeal" is much easier to sell because it invites potential buyers to take a closer look at the property. A good headline has the same effect on an ad. Far too many customers want to lead off with their company name in big bold type. This is only effective if their goal is to communicate with their existing customer base. It is not a good strategy for attracting new clients. A far better strategy is to lead off the ad with an offer of a benefit to potential customers. If an ad says "I can help you." or "I can solve your problem" the typical reader will take notice. Customers are justifiably proud of their business and their name so they want to see it front and center. It is our duty as sales people to convince them that this is not the best way to go. Their regular customers will find their ad because they are actively looking for them. The goal of an ad should be to attract potential customers to the business. Sometimes this requires gently arguing with our customers to get them to do the right thing. Over the next few days I will cover some tips for creating great headlines.

Keep Smiling, Keep Selling!

Thanks

Jim Busch