Photography Marketing Tip of the Week

Recently I was reviewing some advertisements for other photographers in a few different magazines, some national and some local. And the biggest thing that kept hitting me again and again was the exceptionally poor use of headlines.

The only way that you will get potential readers to actually read through your advertisement is through an effective, powerful headline. The headline is the single most important element for any kind of advertising you may do.

The headline is, essentially, an ad for your ad. It compels your prospect to read the rest of what you have to say. No matter how good your body copy might be, if your headline doesn’t pull people in it won’t matter. The very best marketers and copywriters spend the majority of their time writing and testing a variety of headlines. By simply changing a headline, you may be able to increase your response level by as much as 300%, possibly more.

One of the “secrets” to effective headlines is to target your ideal customer’s “hot buttons.” Hot buttons are important issues, outcomes, annoyances, fears, etc. that your prospects have. When you hit on one of these points, it triggers an emotional response within the reader and motivates them to continue on to learn more.

The following is a brief list of some of the most effective headlines that have been used to increase readership and get people to take action and order a product or service. Some of these are decades old but still work just as well today as they did back then.

Smart marketers will swipe examples like these and adapt them to their specific business ad. Most of the time, this only requires substituting a few words.

  • The Secret of Making People Like You
  • A Little Mistake That Cost a Farmer $3,000 a Year
  • Advice To Wives Whose Husbands Don’t Save Money – By a Wife
  • The Child Who Won The Hearts of All
  • Are You Ever Tongue-Tied at a Party?
  • How To Win Friends and Influence People
  • Do You Makes These Mistakes in English?
  • You Can Laugh at Money Worries – If You Follow This Simple Plan
  • Why Some People Almost Always Make Money in the Stock Market
  • When Doctors “Feel Rotten” This is What They Do
  • Thousands Have This Priceless Gift – But They Never Discover It!
  • Guaranteed To Go Through Ice, Mud, or Snow – Or We Pay The Tow!
  • Six Types of Investors – Which Group Are You In?
  • Does Your Child Ever Embarrass You?
  • To People Who Want to Write – But Can’t Get Started
  • To Men Who Want To Quit Work Someday
  • Imagine Me…Holding an Audience Spellbound For 30 Minutes!
  • For the Woman Who is Older Than She Looks
  • Check the Kind of Body You Want
  • 67 Reasons It Would Have Paid You To Answer Our Ad a Few Months Ago
  • What Everybody Needs To Know…About This Stock and Bond Business

Are there any headlines you have used with great success that you would add to this list??