Marketing Rule #1

"If you want to know why Mary Smith buys what Mary Smith buys...you have got to see the world through Mary Smith's eyes"

Marketing Rule #2

Headlines:

The Ad for the Ad

A Great Headline Is The First Thing You Need For An Ad That Will Make You MONEY

Headline Bank Starters

The Headline Starter Bank: Writing headlines that Interrupt and Engage is a difficult task for even the best Adman. Headlines are critical. They are the “Ad for the Ad.”

Use these headlines as a way to give yourself a big head-start.

Directions:

Break Down What You're Trying To Say

1. Determine which headline starters would be most effective
2. Find headlines from the bank that match what you are trying to say, match levels of importance and emotional intensity
3. Check off each matching headline
4. Rewrite each headline with your clients situation

How To Re-Write: Six Steps

1. Underline or highlight the Changeable or Live Words
   1. a. Describe the words
   2. b. Who, What, Where, Why, When & How Many?
2. Template the headline
3. Fill in template
   1. a. Based on the business, situation, hot buttons, etc
4. Wordsmith The Headline:
   1. a. Clarify: Is it easy to understand and “to the point?” Shorten, see writing evaluations
   2. b. Quantify: Be specific
   3. c. Power: Change live words. Use different synonyms. Does it match Hot Buttons in the R.A and their rankings?
5. Final Rewrite
6. Evaluate the Headline Bank Starters

News Style Headlines

1. How A New Discovery Has Carpets Dry In ONLY TWO HOURS After Cleaning!
2. Why Most People Hate Having Wet Socks After Their Carpets Have Been Clea
3. Discover the New Non Hazardous, Anti Allergenic Way To Have Your Carpets Cleaned And Dry In Only Two Hours
4. Dirt Lies Hidden In Your Carpet Even After It Has Been Steam Cleaned
5. Everywhere Women Are Raving About This Amazing New Carpet Cleaning System!
6. Revolutionary New Kind Of Carpet Cleaning System Invented; Carpets Dry In ONLY Two Hours!
7. New Carpet Cleaning System Has You Back In Your Room In Only TWO HOURS!
8. Thousands Now Play Who Never Thought They Could
9. Great New Discovery Kills Kitchen Odors Quick!-- Makes Indoor Air 'Country-Fresh'
10. Former Barber Earns $8,000 In Four Months As Real Estate Specialist
11. New “Intranet” Connects Your Employees, Customers, Field Reps, Vendors, And Remote Locations... All As If They Were In Adjoining Offices
12. Now Buy A Ford F-150 Pickup With The Payment Of A Ranger

Headline Bank Starter #2: Inflammatory

1. Nobody Should Be Allowed To Have Their Carpets Steam Cleaned Until They’ve Read This Brochure At Least 7 Times
2. Last Friday...Was I Scared! We Were Having A Party And My Carpets Were Still WET!
3. Own A Steam Cleaner? Not After You Read This, You Won't!
4. Three Fairy Tales You'll Hear From Steam Cleaning Companies... Even Honest Ones
5. 5 Ways Even Good Carpet Cleaning Companies Steal From Clients
6. 92.4% Of All Brands Of Roofing Material Lose Their Warranty The Second The First Hailstone Falls
7. Speed On The Internet: 2 Questions That Other Providers Hope You Never Ask Them
8. Four Critical Characteristics To Demand From Your Carpet Cleaning Company... Does Yours Do These?
9. Never Accept A Carpet Cleaning Contract That Contains These 6 Words…we use steam cleaning and heat
10. You’ve Got The Ugliest Carpet I’ve Ever Seen In My Life (That’s What They’ll Say If You Get Caught Using The Wrong Carpet Cleaner)

A complete ad with do 4 things

#1 Interrupt

#2 Engage

#3 Educate

#4 Offer

Give Us A Call And Will Show You How To Put The Whole Ad Together

407-230-9096.