Invoking the Desired Response from Customers

One of the most famous headlines ever used was done almost a hundred years ago and it went something like this Do you make these same mistakes in Spelling?. Most of the marketers out there today see nothing wrong with this headline, they say it is one of the best ever used. I agree for the most part but I like to be different than everyone else and I see that the headline still narrows the market too much. I would have just used Do You make these same mistakes?.

The first headline narrows down the market to people who do some sort of writing. If they don’t do any writing of any sort then they will read no further. The second headline asks the question of everybody who is reading the paper or magazine at the time. It doesn’t narrow down your market.

I wrote an article last night and it was titled simply Why wait. A few of the directories I submitted this article to declined the article because the headline was too general, not focused enough. People who see the title of this article will be saying to themselves Why wait for what? Then these people will read further to find out what I was referring to.

Back to the first headline, this only asks the question to people who actually do some sort of writing who might make those mistakes. One of the strongest forms of marketing is by word of mouth. I buy a car and get a great deal on it then I will tell others. With the second headline not everybody who reads the article may be interested in what I have to say but what if they know somebody who is interested?

They say in all sales books I have ever read not to disclose too much information up front. The first headline is only focused at people who may actually make spelling mistakes. The second one encourages readers to read more in order to find out what I am talking about. Greater curiosity with the headline I used last night