How,Grab,Attention,with,Your,A marketing How to Grab Attention with Your Articles
Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
You've got just a few seconds to grab your prospects'attention, spark their interest and motivate them to keepreading whether they're looking at your web site, yourletter or your brochure. Headlines are the first thingyour prospects read. Four out of five people determinewhether they keep reading to learn about your productsand services on the basis of your headline.Do your headlines capture your prospects' attention ordo they confuse them and send them away?Are your headlines prompting prospects to learn aboutyour products and services or click to another web siteor throw away your letter?Avoid the three following headline mistakes.Don't Emphasize Obscure Company NamesMost small businesses and many not so small businessesnames aren't household words. Unless your name is amongthe top ten most recognized brands such as, Craftsman,Waterford, Rolls Royce, the Discovery Channel, WD-40 orCrayola there is a very good chance people won'tassociate your company name with anything.Have you ever visited a web site or read a print adwhere the company's name covered the top part of thepage and it was something like, "Pharos Partners"?Unless the name of your company describes what you do,it is not going to grab prospects' attention. Move itto the side and make room for a creative headline.Avoid Welcome StatementsOn many web sites the first line you read is, "Welcometo our Site". There is a reason you don't see these inprint ads. Welcome statements are a waste of time inmarketing materials; they do little to help prospectsunderstand what you do.Delete Vague Descriptions and StatementsStatements like, "Our purpose is to connect you withinformation and resources to achieve your maximumpotential", could apply to a number of differentprofessions. It could refer to a cooking school, amanagement consultant or an eldercare program.- Are you wasting valuable space where your headlinegoes to feature a company name that doesn't describewhat you do?- Does your headline include "business speak" termsyour children or mother-in-law can't explain?- Is your description of product and services specificor is it so generic that it could apply to other typesof businesses?- Does your headline focus on the selling points thatdistinguish your products and services from thecompetitions?Writing Headlines that Get Your Prospects' AttentionPeople look at web sites the same way they look atmagazine ads. They scan the page quickly to see if theproduct or service is something they want. On the webor in a marketing brochure, if you capture theirinterest, they'll keep reading.The best way to do this is to give them a clear ideaof the problems your products or services can solveand/or the benefits you provide. Use a few carefullyselected words such as:- Leverage your expertise to attract a steady streamof clients- Reliable Office Supplies, free next day delivery.- In-home sports training for exercise enthusiasts- Web and print design that helps your business grow- Costa Rica Travel, Unique off-the-beaten track toursto jungles and beachesYour page headline should communicate clearly what youoffer clients, which problems you solve and thebenefits you provide. Do your headlines:- Clarify what you do?- Describe the problems you solve?- Define whom you do it for?- Explain the benefits?- Emphasis a key selling point?- Compel your prospects to keep reading?Imagine that you worked at an exercise facility andwanted to attract clients for your massage business.Here are some possible headlines you might use foryour flyer and associated critiques.- George Jenkins Massage(It's your name but so what)- Are You Bothered By Back Pain(Better, it defines the problem)- 7 Ways to Get Instant Back Pain Relief(Defines the problem and a solution)- How Computer Users Can Banish Back Pain in One Hour(Defines who your target market is, the problem andthe benefit)Grab your prospects attention in the first few secondswith your headline. Then follow with compelling copythat clarifies the value of your products and servicesand you'll generate many more sales.-2004 © In Mind Communications, LLC. All rights reserved.
How,Grab,Attention,with,Your,A