13 Tips to Spur Conversion Rate Improvement on Your Site

You’re seeing visitors but not conversions. It’s a classic problem for any sales website and one that shows a fundamental flaw with your sales funnel.

Before you start changing around your site’s design or paying big bucks for a retargeting campaign, think about tweaking your copy. If you’re not saying the things your visitors want to read, it’s no wonder you’re losing them once they’re on your site! Here are 13 tips to keep in mind as you evaluate your sales copy:

  1. Use active voice. Writing in an active tone exudes confidence, giving your readers a reason to pay attention to what you’re saying. There’s nothing unclear or complicated about an active tone – it’s perfect for giving readers exactly the information they need.
  2. Maintain authority. In addition to an active voice, write in an authoritative tone. Authority translates into credibility, which gives readers a reason to trust you. Trust then leads to conversions and repeat business, which are the pillars of brand advocacy.
  3. Write with urgency. People are more apt to take advantage of an opportunity that won’t be there tomorrow. If your copy conveys a sense of urgency, you’ll drive conversions by forcing people to capitalize now, instead of putting off their decision indefinitely.
  4. Keep it simple, stupid. Why over-complicate things? Give people the essential details while you have their attention and don’t waste time getting into concepts that may be irrelevant. Don’t put up barriers between visitors and conversions!
  5. Use descriptors. People are emotional beings who act on impulse. Making them happy, scared, sad, jealous or intrigued will drive them to convert on your site. Make sure your copy is utilizing good descriptors to evoke emotions conducive to selling your product.
  6. Illustrate value. Why should someone buy your product? If your copy does one thing, it should be to explain the value of your item. Benefits-driven copy is tremendously powerful when written well and should be a staple on every sales website.
  7. Format for ease-of-reading. No one is going to read a wall of text. No one. Break up those paragraphs with subheads, bullet points, different text layouts and more! The less your copy seems like reading a book, the more likely people are to skim it.
  8. Avoid hyperbole. Never in history has over-promising and under-delivering ever worked out. Kick the hyperbolic sales copy for well-crafted, benefits-driven copy and you’ll set good expectations for your customers, resulting in more conversions.
  9. Create a strong call-to-action. You don’t have to hold a potential customer’s hand throughout the sales process, but you do need to prompt them on what to do next. Add a strong, relevant CTA to your sales copy to push people further into the conversion funnel.
  10. Proofread! How you present your copy is almost as important as what it says. If you’ve got spelling errors, grammatical mistakes or awkward sentences, it’ll reflect poorly on your pitch. Proofread everything before it goes live and make sure the copy is error-free.
  11. Add links where helpful. Need to explain something further or illustrate a reference mentioned in your copy? Add a relevant link! Trying to cram that info onto the page will also convolute and expand your copy, losing your readers in the process.
  12. Speak to your audience. Generic copy isn’t wooing anyone. Speak directly to the person you’re trying to sell to and entice them with specific reasons to buy. Keep your target demographic in mind before you start writing and avoid generic platitudes.
  13. Stay on topic. The shorter and more focused your copy, the more the main idea is going to hit home. Packing too much in and straying too far from the central value proposition will lead to loss of interest and a lost conversion as your reader gets bored and moves on.

Use this quick-reference list as a guide when evaluating the sales copy on your website and don’t feel bad when you realize how many of these rules you’ve violated! Truly great sales copy takes time to perfect, but when you master it, conversions will follow.

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12 Essential Landing Page Tips, Proven to Increase Conversions

The landing page is a time-tested sales funnel that can generate extremely impressive conversion results… when used properly. The problem is, landing pages have a very specific set of criteria needed to ensure their success. Too many websites either A) don’t know what an actual landing page is or B) configure a landing page so poorly that it drives customers away instead of enticing them to stay!

If you’ve got landing pages up, but they’re not garnering the success you’d hoped they would, it’s time to evaluate them. Do they have the elements of a successful landing page? Are they built for conversions? Break out the yardstick and see if your landing pages measure up to these 12 criteria:

  1. Keep it focused. A good landing page is hyper-focused on one thing: Whatever it is you’re specifically selling. Make sure the copy and images on your landing page are specific to the theme of the page. There’s no room for anything else!
  2. Bullet the benefits. Landing pages should be skimmable. Avoid big blocks of text or long-winded explanations. Instead break out the important points into bullets to make them more easily readable for someone who may only spend seconds on the page.
  3. Complement text with images. Show the people what they’re getting! If your landing page is all text and no visuals, you’re going to have a hard time convincing people that whatever you’re selling is worth signing up for.
  4. Compartmentalize copy. Focus on one thing at a time when writing for a landing page. Break out your benefits and value propositions one-by-one, in sections, so they’re more thoroughly understood. Dedicating the page to a single theme allows you to get granular.
  5. Capture your visitors. Whether you’re selling a product or harvesting an email address, your landing page needs to capture visitors. Provide a capture form, a link to checkout or something else specific to your goal. Don’t give visitors any other options!
  6. Remove all navigation. Similar to not giving visitors ambiguous CTAs, don’t give them any opportunity to leave your site or navigate elsewhere. Keep them on-page! Strip out overhead navigation, footers and anything else that may accidentally lead them astray.
  7. Pair the page with the ad. Most landing pages get their traffic from ads, whether on social media or through PPC ad placement. Make sure the verbiage of your ad matches what people see when they hit the page, to avoid confusion and a high bounce rate.
  8. Less is more. Back in the day, longform landing pages were king. Today, not so much. Our attention spans have shrunk, which means your landing page needs to follow suit. Keep your pages short, succinct and laser-focused.
  9. Offer the right incentive. A landing page isn’t the answer for general sales. You need a special offer or product to entice people into converting on a landing page. Dream up something out of the ordinary and tailor a page around explaining why it’s special.
  10. Optimize for mobile. The world is a mobile one. A landing page that’s not properly optimized for mobile viewing is going to lose a substantial amount of potential right from the get-go. Test your page so you see what your mobile users are seeing before it’s live.
  11. Nail the headline. A good headline is always important, but even more so on landing pages. The headline needs to demonstrate value, entice attention and build confidence, so that your visitor continues to read on and eventually convert.
  12. Follow up. The success of a good landing page goes beyond the page itself. Retargeting visitors who didn’t convert—potentially with an A/B test of the target page—will give you a second chance to make a first impression and get that conversion.

The all-powerful landing page should be a staple in every advertiser’s arsenal. Before you fire one off, however, test it against these 12 criteria and make sure it’s ready to knock ‘em dead.

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Facebook Advertising Secrets the Pros Use to Get Results

Facebook may be the world’s largest social network, but that also makes it the world’s most powerful advertising platform. In 2018, Facebook is on track to report an average of over $13B in revenue per quarter – generated almost entirely by the company’s advertising business.

More than making Mark Zuckerberg the fifth richest man in the world, Facebook’s powerful advertising tools have enabled marketers to reach their target audiences with refined efficiency. Facebook ads are some of the most powerful, most cost-effective and most engaging ads available today… but only if you use them right.

Here are a few tips for getting the most out of your advertising dollars on Facebook and how the pros consistently plan effective campaigns that drive home conversions.

Use what you already have

Many advertisers go to Facebook looking to find a new audience. The pros go to Facebook and market to an audience they already have. Instead of throwing countless dollars at faceless names in the crowd, smart advertisers will leverage the customer data they already own to target existing leads, as well as individuals from a similar demographic.

Through its upload feature, Facebook allows you to import email lists and other raw formats of customer data you already have on-hand, then turns that data into optimized ad campaigns! Why reinvent the wheel looking for fresh eyes when Facebook’s powerful algorithms and tools can take the traits of an already-ripe audience and generate widespread interest based on that? Here’s an example:

Using a list of leads gathered from a landing page campaign, you create targeted Facebook ads based on aggregated denominators including gender, location or age. Facebook helps you fill in the rest, such as interests, activities and connections. From there, you can run targeted campaigns to your existing leads, while building data for a whole new campaign based on similar variables.

Using data you already have, Facebook fills in what you don’t know. Instead of blindly casting a net based on a few uncoordinated variables, you’ll be able to zero-in on your targets with precision.

Tinker with your targeting

Facebook gives you a ton of control over your ad targeting options. Almost too much control, in fact. Advertisers often spend too much time trying to find the perfect niche and miss their audience entirely.

Before you get too specific with your ad targeting, target a broad scope and be prepared to narrow over time. Start with broad denominators like age or location, then refine down slowly based on data you have or inferences made by Facebook’s algorithms. You can be as broad as an entire geographic region or as specific as targeting people who like a certain page.

The goal is to find a winning combination of targeting criteria that appeals to many people, while being specific enough to speak to them. As an example:

  • Targeting “people who like movies,” is way too broad.
  • Targeting “men aged 24-29 in North America who like action movies starring Tom Cruise, who make at least $100,000 annually and have seen at least 3 movies in theaters in the past 12 months,” is incredibly specific.
  • Targeting “men aged 24-29 in North American who like action movies starring Tom Cruise,” is a great niche.

While you’re refining, try to maintain a good balance of common traits and specific qualifiers. Too broad and your campaign will fall flat; too narrow and no one will see it!

As clicks and conversions start to roll in, you’ll get a better feel for who’s actually interested in your ad and from there you’ll be able to set your targeting parameters more narrowly with confidence.

Think outside direct sales

If you’re putting up a Facebook ad with the sole intent of generating conversions directly from that ad, it might be time to try a new approach. The Facebook advertising pros see a good ad as a tool, not just a call to action.

Think about your most effective mode of conversions right now. Is it direct email marketing? Landing page captures? Referral sales? Whatever it is, use Facebook ads as a way to leverage even more traffic into the mode you know works. You’ve likely spent a lot of time cultivating and refining your sales funnels—why not get the most out of them by sending people directly to them, instead of trying to build another one from scratch? Here are a few examples:

  • Use Facebook ads to build your email database by offering an opt-in offer redeemable only through Facebook.
  • Push traffic to a landing page from your Facebook ad, to get people right into the sales funnel.
  • Send clicks from your Facebook ad to a special product page, with an offer designed to convert them.

When you stop looking at Facebook ads as a sales tool and more as part of the sales funnel, your ad approach is going to become more successful. Don’t think of dollars spend on Facebook ads as marketing dollars, think of them as a direct investment in sales.

Split testing is key

Thanks to Facebook’s Power Editor tool, creating ad variations on a concept is easier than ever. Having multiple versions of the same ad with different calls to action, demographic targets or budgets will help you find the sweet spot for your approach. Better still, it’ll keep you from wasting valuable time, capital and resources on campaigns that just aren’t going to work. As a general rule of thumb, A/B test an ad before creating a dedicated campaign and when you pick the successful ad, be sure to keep a record of the variables that go into that campaign.

Dumping a small fraction of your budget into an A/B test is far from a waste of money and you’ll likely find the cost of this experiment recouped when you launch a campaign that works! And, with the Power Editor tool, making changes can be done in seconds, allowing you to tweak even the most minor characteristics of your ad based on the click-through results you’re seeing from your test.

Using the Power Editor tool on a successful ad in the future can help you keep the clicks rolling in on a proven concept – whether it’s iteration A, B, C, D or a different version you’ve painstakingly refined into something viable.

Monitor conversion tracking

Even more powerful than its advertising tools are Facebook’s reporting tools. Facebook will provide you with an in-depth look at everyone who clicked on your ads, giving you extremely relevant information about them in granular detail. Pay very close attention to this data and dedicate yourself to finding trends in successful campaigns. The more you understand your audience, the more angles you have to play up your next successful ad.

Look at all data points and, more importantly, compare them. Finding a correlation between several variables means unlocking a new target demographic for your next campaign. The more you know about the audience you’re speaking to, the better you’ll be able to talk to them, not at them.

The pros know that it takes more than a good image and a catchy headline to run a successful ad campaign. Keep these critical tips in mind the next time you’re mocking up a Facebook ad and you might find that your dollar goes further to give you a better return on investment.

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Start Writing With a Sense of Urgency!

Of the many proven sales techniques out there, creating a sense of urgency to inspire action is one of the simplest and most effective. Urgency – whether real or manufactured – causes people to act on impulse and make decisions they might otherwise avoid. It taps into our emotions and toys with rationality, putting us on the spot.

Whether it’s buying a house or buying a lottery ticket, a sense of urgency can generate demand for almost anything. And, it can be manufactured in an instant! “We just got an offer in on this house” or “the jackpot is now up to $41M” aren’t inherently sales-driven messages in and of themselves, but they do have the power to inspire action. If you don’t put in an offer on the house, it might not be there tomorrow. Or, if you don’t buy a lottery ticket, someone else might win the jackpot.

The great thing about urgency is that it can be easily conveyed through copy, making it an effective sales tactic across a variety of mediums:

  • Direct mail and email advertisements
  • Web copy and landing pages
  • Blog posts and sales-driven articles
  • Press releases and media alerts
  • Product descriptions
  • PPC and social media ads

Introducing urgency into your copy isn’t hard and, when done properly, can give your messaging the edge it needs to get readers to act now, rather than putting off the decision indefinitely. In order to properly capture an urgent tone, however, you need to make sure your copywriting is well-structured and void of tropes that might have the opposite effect.

Let’s take a look at the right (and wrong) ways to add a little urgency to your copywriting, to give marketing messages the boost they need to inspire action.

The wrong way to introduce urgency

In an effort to introduce an urgent tone or convey a sense of timeliness in writing, it’s easy to make some key mistakes. The difference between a marketer and a copywriter is knowing how to inspire a feeling, instead of just crafting a marketing message.

First, don’t confuse urgency with excitement. Conveying urgency in your copywriting means more than just adding exclamation points! Forget about bold or underlined lettering, too. These don’t make your message urgent. In fact, they may detract from the real urgency of the message by drawing the reader’s attention away from the facts.

Another no-no when introducing urgency is using too many descriptors. It’s very easy to create skepticism in place of urgency if you push too hard. Hyperbole like “once in a lifetime deal” or “red-hot, super-amazing, limited-time offer” may seem like a great way to induce a sense of urgency, but the hyperbolic presentation overshadows the timeliness of the writing. As a rule of thumb, if it sounds like a used car dealer might say it, don’t write it.

Finally, don’t portray urgency in a way that’s overbearing. If you put too much pressure on readers, they’re going to bail out by default. Trying to steamroll people with copywriting that’s high-pressure just doesn’t work. Make your message urgent, not combative!

A smarter approach to urgent copywriting

Instead of playing with font and emphasis, the key to adding urgency is through qualifiers and descriptors within your content. Crafting a message that parlays urgency with the value proposition starts with the words you use and how you’re using them. There are blatant ways to do this and there are subtle ways to do this:

  • Blatant examples are ones we’re all familiar with. “For a limited time only” and “while supplies last” are staples of urgency, giving readers the incentive to act immediately before they miss out. Think of a store closing sale with signage that reads “this sale is good until it’s gone!” You don’t know when the sale is going to end, so you better take full advantage of it while you can.
  • Subtle examples may include statements like “limit X quantity” or “personalized for you,” which give readers an inclination that the offer they’re reading about may only be temporary, without explicitly saying so. In this scenario, think about a sale you might see at the grocery store for something like canned soup: “10 for $10, limit 10 per customer.” There’s the illusion of scarcity because the quantity is capped, enticing shoppers to take full advantage of their access to inventory.

How you choose to portray your message depends entirely on how you want it to be perceived. Blatant urgency tends to whip people into a frenzy – like opening the doors to a department store on Black Friday! Subtle cues allude to an unspoken sense of urgency – people quietly take advantage of an opportunity without drawing attention to it. Both are effective strategies when paired with the right medium of conveyance.

Context clues are your secret weapon

Don’t forget to also leave behind context clues in your writing. Sometimes, alluding to the timeliness of something is even better at creating urgency than explicitly stating it. If there’s any inclination of scarcity contained within your writing, the reader will pick up on it, creating a sense of urgency that manifests naturally.

If you’re talking about a Christmas sale, for example, the indication is that the advertised deals will be gone as soon as Christmas is over. In this way, you create urgency by tying a message to a specific timeframe. You don’t have to tell people “this sale ends on December 27” because they can infer it based on the unspoken timeliness of Christmas.

A last-ditch effort

When you really and truly want to convey a sense of urgency, don’t underestimate the power of the “last call.” Explicitly telling people that it’s their last chance to take advantage of an opportunity presents the ultimate do-or-die moment. Beware this type of ultimatum, however: If over-used, it can become ineffective and drive customers away. Make sure you’re saving it for when it counts and that the value proposition matches this top-tier level of urgency. If you’re trying to generate last call-level hype about something that doesn’t warrant it, your efforts are bound to fall flat.

Urgency is a tool, not a weapon

You’ve likely heard the statement “if everything is urgent, nothing is urgent.” This is true for copywriting, as well. If everything you write is laced with a sense of urgency, future messages will lose their appeal and their sense of timeliness. It’s also not a good idea to use urgency as a threat – nothing will turn your readers off faster than a hard sell that makes them feel bad.

Using urgency as a writing tool allows you to convey the timeliness of action on the part of a customer. Present the offer, frame the situation and let them do the rest. If wielded correctly, a sense of urgency woven into your writing will be the spark that causes people to act. When used improperly, urgency may fall flat and come off as insincere… or worse, underhanded.

If you’re not already, it’s time to start incorporating a little bit of urgency into your marketing and sales copy. The longer you wait, the more sales may be slipping through your fingers because your customers don’t have the incentive to act.

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The 3 Costliest Mistakes You Can Make On Your Website

When you are strategizing your website, the 80/20 rule is very important to remember.

That is, 80% of your website’s success will come from only 20% of everything that is on the website.  These 3 costly website mistakes can affect this vital 20% group and cost you a lost fortune.

Costly Website Mistake #1 …

NOT capturing the website visitors email address for follow-up email solicitations.

Let’s say 2% of your website visitors make a purchase. With that, you might feel you’re doing well.  But think about this: If you do not capture the email address of every visitor, you have just wasted the time, energy and MONEY it cost you to generate 98% of your traffic.

Yep, you’ve wasting 98% of the time and money you spent. Obviously, this is bad business.

Can you afford to throw out 98%? I sure can’t.

Costly Website Mistake #2 …

NOT getting some action from your prospects on their first visit to your

If you have done any direct selling, one thing you learn very quickly is that if you do not get the prospect to do something on their first visit, the chances of them doing so later go way, way down.

I once had a manager who called people who said they would “think it over” and do something soon “be-backs”. He had a saying I have never forgotten: “Be-Backs will make you Broke”. Applying it has helped me make a fortune in marketing, and it will help you do the same.

Marketing novices think most people will bookmark or remember their website and come back at a later time to order. The truth is that most people will not. That may seem too blunt, but you know I always give you the straight skinny of the way things really work in the real world.

So, to make that all-important immediate sale to your website visitors, you should make sure your copywriting is very, very strong and builds a lot of excitement about your product or service.

Three techniques that I have used successfully dozens of times are:

  1. Offer a low-priced “introductory” product or service to get people to try your business and see how good it is.
  2. Offer a “today only special offer”.
  3. Offer a “free bonus gift on all orders placed today”.
  4. Offer something valuable in exchange for their email address and send follow-up emails to them frequently.

Costly Website Mistake #3 …

NOT sending follow-up emails offering products to your email list at least once a week.

If you want your website to make an incredible income for you … plus help more of your prospects at the same time … you absolutely must (repeat: you must) send emails to your email list selling something at least 1 time every week.

If you do not have that many of your own products, then you should find and sell other quality products made by other companies through “affiliate programs”.
These 3 tips will make your website sell a lot more and skyrocket your bottom line.

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Emotions Sell

This advertising critique is of the “Karate school” ad above.

First of all, nobody cares about the company name except the business owner, so that should NOT be the all-important headline of the ad.

                                                            -Click to tweet

Instead, the ad headline should attract as many qualified prospects as possible with an emotional benefit they want, like self-protection.

You could use a straight self-protection benefit headline or a fear-based headline like, “The moment you need to learn self-defense … it’s too late to start learning!”

After that, this ad is missing many of the “hot button” emotional benefits of why people sign up for Karate classes.  I would add:

Protect yourself against robbery, rape, serious life-long injury

Gain more self-confidence

Enjoy a great workout and lose weight

Become better at focus and discipline

Gain flexibility, strength, balance

And since Karate is outside the norm for most people, they will naturally have some reservations about it.  Therefore, I would suggest offering the first class or two for FREE to get as many interested people into the classes as possible.

Takeaway:  The key to advertising that works is emotional customer benefits.

#advertising   #marketing   #creative  #copywriting  #headline  #usp   #karate   #offer  #companyname

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Why Advertising With Great Design and Photography Still Fails

This advertising critique is of the “Body Solid” exercise equipment ad above.

The attractive lady photo?  This still works, especially when selling to men, but even when selling to women because it gets attention.  I’m not sexist.  I’m a realist and I keep my advice real for you here. 

The design and photography are fine, but the all-important copywriting (ie words) are poor, and that is the key to an ad that produces results or not.

The prospect reading this ad is comparison-shopping from many companies like this, and this ad gives NO competitive advantages of why to buy from this company instead of their competitors.

This ad should include whatever competitive advantages they have in the areas of warranty, service, price, how long the equipment lasts and customer satisfaction.  These are the benefits that are going to make the company stand out and get the prospect to call them instead of their better-known competitors.

You can’t just list what you sell.  Those days are over.  Too many other companies sell the same thing in today’s very competitive world.  Your advertising must tell prospects the specific reasons why they should do business with you instead of your competitors if you want to stand out and get business.

                                                                           -Click to tweet

Takeaway:  Make a list of the specific benefits you give a customer compared to your competitors.  Use this in all of your advertising.  It will pay off in increased sales and profits.

#advertising   #marketing   #creative  #copywriting  #headline  #usp   #competitors  #B2B

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Why Ads That Sound Like Chinese Fortune Cookies Fail

This advertising critique is of the “Parenting Boys” and “Parenting Girls” book ad above.

I need a Kleenex. 

This is sad.   

Why?  So many of us parents need good advice in today’s crazy i-phone, social media, internet, materialistic, school shooting world.

But we won’t get it from these books because we won’t buy these books because the advertising appeal is wrong.

If you are in the middle of parenting stress (or just seeking knowledge), one of your top concerns is NOT the headline of this ad which is “To have rest at old age, raise quality children today.” 

A much better headline would focus on the benefits a parent does want most.  I would split-test two headlines.  The first would focus on eliminating current problems which my friends in the book industry tell me is when a lot of parents buy these books, like:  how to raise a child with less stress, arguments, conflict, disobedience and lying.  The second headline would be on general well-being like:  how to raise a happy, confident, calm and successful child

When it comes to our kids, we tend to be altruistic beings.  We put our kids welfare before our status at old age.

If you get your main advertising appeal wrong, your advertising will fail no matter how good everything else is.

                                                                           -Click to tweet

Takeaway:  Make sure your headline focuses on the benefits your prospects want the most.

Oh, and one final tip:  don’t have your headline sound like a Chinese Fortune Cookie saying!

(Please click the Email logo on this page and share this site with your friends!)

#advertising   #marketing   #creative  #copywriting  #books   #publishing   #marketresearch  

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Advertising Secret: People Want to Buy the #1 Product, So Be #1 at Something

This advertising critique is of the Salesforce billboard above.

To all of you who criticize this billboard … I say … you are … dead-wrong!

The critics say it should talk about the customer and not the company (this is usually true), or it shouldn’t brag, or this company’s products suck (not the point), or don’t criticize your competitors (wrong),

Let me tell you why this billboard is great advertising.  Most people follow the leader.  They want to “fit in”.  IT buyers may talk till the cows come home about how much research they do, but they are also thinking, “What CRM can I buy that won’t get me fired if it doesn’t work out great?” 

Salesforce, by being #1 and the market leader, gives the IT buyer this level of safety.  This is the same situation that IBM enjoyed back in their glory days when they were the market leader.  There was even a famous saying: “nobody ever gets fired for buying from IBM”.

Something in our subconscious mind says “If it is #1, then it must be good, so I’ll buy it”.

In advertising, knowing human nature is as important as knowing market research. 

Takeaway:  YOU can figure out and name what YOUR BUSINESS is #1 at … and then feature THAT in your advertising.  Go ahead and get creative.  There are no “rules” as long as its true.  Perhaps it is “#1 in Houston for making male executives over 50 look great with a new haircut” or “#1 in Topeka for Fresh Seafood Selection!” or “#1 supplier of next day transmission delivery for 1980’s Chevrolets” or “#1 course for Facebook ad buying for Realtors on a limited budget” or “#1 energy supplement that uses natural ingredients and Asian Tree Bark” or “#1 book on how to save your marriage using my unique TNT method”.  See what I mean?

Do this my friend, and watch your sales skyrocket.

#advertising   #marketing #creative  #copywriting  #billboard   #salesforce  #crm   #brag   #competitors   #compare   #IT   #ibm  #subconciousmind   #humannature   #marketresearch   #executives   #haircut   #restaurant   #supplier   #facebookads   #realtors   #supplement  #marriage  #sales

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Bad headline = bad advertising results

This ad critique is of the PETTHRIVE website homepage above. 

The headline is “Science, naturally”.

The product is a dog arthritis relief supplement.

The prospect is a dog owner whose dog is suffering with arthritis pain.

This dog owner is asking her vet for advice, frantically searching Google and seeing all kinds of products and claims.  Ditto for Amazon.  Ditto for Petsmart. 

This product is being viewed in competition with dozens of other, competing products.  It needs to say something really exciting and different to have a chance to cut through this incredible clutter and get the overwhelmed prospect to buy it.

“Science, naturally” ain’t gonna cut it my friend.  These are common general words that mean nothing in this giant sea of competitiveness.

What could PETTHRIVE say in their headline instead?  Off the top of my head, here’s an idea:  “Finally!  Fast natural pain relief for your dog with amazing nutrient featured on CBS News “60 Minutes” TV show … now 99% pure … guaranteed to lessen your dog’s pain.”

Do you see how this new headline promises the prospect what he really wants?  And makes the product sound different and exciting?

If you use a poor headline, it does not matter how hard you labor over your copy because your advertising will not be read.  Bad headline = bad advertising results.

There is nothing to debate here.  I’ve seen one headline outpull another with 19 times more sales. 

I implore you to test your headlines.  Let your prospects decide which is the best by what headlines they buy from.  This “cash vote” is the only vote that matters in business.  You will be amazed at the difference in sales that different headlines produce for you. 

#advertising   #marketing   # copywriting   #headlines  # pet  # dog  #supplement  #testing  #website
#Google   #Amazon   #Petsmart   #digitalmarketing

Do you love your dog?  I sure love mine.  Email a photo of your dog to me at mike@improveyouradvertising.com  and I’ll email a photo of my dog “Maya” back to you for fun!

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