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The OnLine Exchange E-ZINE...
"MarketingTrendz" Edition
http://www.marketingtrendz.com
ISSN: 1528-3992
(c)Online Exchange...November 20, 2000
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~WELCOME ~
To The OnLine Exchange "MarketingTrendz" E-Zine Edition.
We are dedicated to keeping you informed of all the
quality resources and information that is available on the Net.
This Ezine will take your business to levels of success your never
imagined.
Please See The Bottom For Detailed E-Zine Advertising Information
==============================
IN THIS ISSUE:
~ Our Top Stars -- "Sponsors in the Spotlight"
~ *Feature Article* How To Get People To Read Your Ads
~ "TOP Pick" Classified Ads
~ COOL BIZ Site -- YourPrimeSource
~ IMPORTANT E-Zine Advertising Information
~ The "Encouragement" Exchange
~ A Word From The Editor * It's Worth Pondering...
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**FEATURE ARTICLE**
************************************
How To Get People To
Read Your Ads
....by Neil Moran
************************************
Rule One:- The Headline
The headline should summarize the whole offer.
It should grab the eye, and make you want to
read the subheading.
The headline should intrigue and captivate the
reader. It's sole aim is to make the reader continue
on to read the body text. You should take great
time and trouble over the headline.
Lets say we're selling a book on home security,
yes, I know, boring and you might start with
something like this:-
"CRIME FIGURES UP"
This is very bad, but typical of an amateur. People
don't care about 'crime statistics'. That's boring,
they only care about their own house or car being
broken into. OK, how about this:-
IS YOUR HOME AT RISK?
A bit better, but not brilliant. it does personalize
it and does play on peoples fear. It's still pretty
weak though. What we need is a headline that
will grab you by the throat and force you to read
on. How about this:-
HOW TO BURGLE YOUR OWN HOUSE AND STEAL YOUR OWN CAR
Now that's what I call a 'killer' headline. You've
just got to read on, haven't you?
Always think very carefully about your headline.
Make it extremely intriguing, interesting or exciting.
If you're selling a 'straight' product, then use a slightly different
approach, the headline should state what
the product is, with a few adjectives in front. Say
for a Tea Trolley, your headline would be:-
New, Italian, Fold-away
TEA TROLLEY
There should also be a picture of the product. the
picture and the headline simply act to grab the eye
of anyone who is remotely interested in purchasing
this type of product.
Rule Two:- The Subheading
The subheading should expand upon the story
hinted in the main heading, and draw the reader inexorably into reading
the body text.
Subheadings for straight products should outline
the main features and benefits of the product.
Again, boring, but this is what works,
A subheading for the Tea Trolley would be:-
"New from Italy, Lightweight, Fold-away Trolley is available in
your
choice of three colours."
As I say, boring, but this is what works, so don't
try and get clever or 'arty'.
Here's the subheading for the security book:-
"I've nicked hundreds of cars and done over fifty burglaries. Would
you
like to know what I've got
in mind for YOUR place?"
Brilliant, or what??!! You've just got to read into
the body text, haven't you?
Remember this is the MAIN function of the
heading and subheading. Notice the quotes, it
seems as though the guy was talking to YOU,
the reader of the advert, but the quotes imply
that it is just something that this burglar said,
some time ago, to whoever it was he was
speaking to.
Rule Three:- The Copy
Always overstate the product, but within the
bounds of truth and reasonableness!
For some reason long copy, sell books. People
will actually read an entire page of text if the story
is strong enough. for straight products, the body
of the text really just gives the feature and benefits, together with a
slight allusion to an improvement in lifestyle.
A classic piece of rubbish for the security book
would be:-
"We at ACME security have been leaders in the
field of home security for over seventy years,
winning the Queens award for industry on at
least five occasions."
So what? Who cares? What's that got to do with
ME?
Here's an important little technique which can be
used to fascinate your readers. it's the 'reverse' technique.
In this
technique, you take what is
considered an obvious and well know fact about
your subject, and then state the exact opposite in
your advert.
We all know that in order to keep burglars out,
we have to lock doors. Right? I mean, that's
obvious. OK we're going to take this obvious
fact and simply state the exact opposite. like this:-
Why leaving doors UNLOCKED can sometimes
be better than locking them.
"How can this be?" you ask yourself.
Why fitting a car alarm can sometimes result in
car thieves flocking to break into your car.
"What's that?!! surely with an alarm fitted, they'll
give your car a miss?" Well it depends. There are
several reasons why sometimes (which is all I said)
the opposite might be true. For example, if you
have a car alarm then that means you have
something worth stealing. also car thieves are
full of machismo and they like stealing difficult
cars, they stay clear of the easy ones because
there's not enough danger and excitement. Most
car alarms can be bypassed. Get the idea?
To sum up, your headline must grad the readers
attention, it doesn't matter how good your offer is,
if your ad doesn't get read, you've lost them before
you get a fair shot.
Once you've got their attention, you've got to keep
them interested, your ad copy must intrigue and
captivate them so they will at least read your
whole offer.
....................
You can contact Neil Moran at: marstron@ukonline.co.uk
Find out the secrets that the super rich have been
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///////////////////////////////////////////////////
**COOL-BIZ SITE**
Check out http://www.yourprimesource.com
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**THE ENCOURAGEMENT EXCHANGE**
()()()()()()()()()()()()()()()()()()()()()()()
Self-improvement
He who stops being better
stops being good.
Oliver Cromwell
()()()()()()()()()()()()()()()()()()()()()()()
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We will NEVER provide our subscriber list to ANYONE.
We respect the privacy of our readers.
///////////////////////////////////////////////////
A Word From The Editor:
We hope you have enjoyed this issue of the
Online Exchange E-zine.
We would like to welcome all our New Subscribers.
Every once in awhile I like to share with you an
important thought that could help us in our business
and our well-being as business entrepreneurs. So
instead of my usual ramblings, I would like to share
with you this THOUGHT:
IT'S WORTH PONDERING
Take a few minutes and read these.
Think about them one at a time BEFORE
going on to the next one...
~Falling in love.
~Laughing so hard your face hurts.
~A hot shower.
~No lines at the Super Wal-Mart.
~A special glance.
~Getting mail.
~Taking a drive on a pretty road.
~Hearing your favorite song on the radio.
~Lying in bed listening to the rain outside.
~Hot towels out of the dryer.
~Finding the sweater you want is on sale for half price.
~Chocolate milkshake. (or vanilla!)
~A long distance phone call.
~A bubble bath.
~Giggling.
~A good conversation.
~The beach.
~Finding a $20 bill in your coat from last winter.
~Laughing at yourself.
~Midnight phone calls that last for hours.
~Running through sprinklers.
~Laughing for absolutely no reason at all.
~Having someone tell you that you're beautiful.
~Laughing at an inside joke.
~Friends.
~Accidentally overhearing someone say
something nice about you.
~Waking up and realizing you still have a
few hours left to sleep.
~Your first kiss.
~Making new friends or spending time with
old ones.
~Playing with a new puppy.
~Having someone play with your hair.
~Sweet dreams.
~Hot chocolate.
~Road trips with friends.
~Swinging on swings.
~Wrapping presents under the Christmas tree
while eating cookies and drinking eggnog.
~Song lyrics printed inside your new CD so
you can sing along without feeling stupid.
~Going to a really good concert.
~Making eye contact with a cute stranger.
~Winning a really competitive game.
~Making chocolate chip cookies.
~Having your friends send you homemade
cookies.
~Spending time with close friends.
~Seeing smiles and hearing laughter from
your friends.
~Holding hands with someone you care about.
~Running into an old friend and realizing that
some things (good or bad) never change.
~Riding the best roller coasters over and over.
~Watching the expression on someone's face
as they open a much desired present from you.
~Watching the sunrise.
~Getting out of bed every morning and thanking
God for another beautiful day.
If there is anything you would like to see more of in the
e-zine, or any comments, questions, or
concerns you may have, please feel free to email me
anytime at:
mtrendz@cs.com
Best Regards,
Debbie Solomon
mtrendz@cs.com
================================
Until Next Time!
Debbie Solomon and Sara Hardy
Owners and Creators of
MarketingTrendz &
The Online Exchange E-zine
http://www.marketingtrendz.com
admin@marketingtrendz.com
===================================
THIS DOCUMENT IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY.
The information contained in this document represents the current
view of MarketingTrendz on the issues discussed as of the date of
publication.
Because MarketingTrendz must respond to change in market conditions,
it should not be interpreted to be a commitment on the part of
MarketingTrendz and MarketingTrendz cannot guarantee the accuracy of
any information presented after the date of publication.
INFORMATION PROVIDED IN THIS DOCUMENT IS PROVIDED
"AS IS" WITHOUT WARRANTY OF ANY KIND,
EITHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED
TO THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR
PURPOSE AND FREEDOM FROM INFRINGEMENT.
The user assumes the entire risk as to the accuracy and the us of this
document.
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