Bad headline = bad advertising results

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!

Mike Pavlish

Mike Pavlish is a veteran copywriter with more than 30 years of ad writing experience. Specializing in direct response messaging, Mike has crafted copy for hundreds of successful campaigns and is directly responsible for more than $400 million in sales generated! His freelance copywriting website: profitboosterscopy.com

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