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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS

D. “The Value in Quality”
(Watch retailer)
Why is this not effective?

Have you written down your comments as to why those
headlines were weak. By the way, those headlines were taken
from actual ads that pulled in very few customers and lost
money for the company that placed them. Here are the reasons:

Headline A:
“Is Worrying Robbing You of the Good Things in Life?”
Weakness: This Life insurance company’s headline is overly
negative and gloomy.

Headline B: “Learning the Peter Richard’s© Way”
Weakness: This company is selling English classes for children.
The problem is that the headline does not convey any kind of
benefit at all and does not even give a clue as to what the
product is all about.

Headline C: “ No…No…Don’t Call On Me”
Weakness: This is a public speaking course that uses a headline
that attempts to be smart and creative but again does not
present any kind of benefit and does not invoke any kind of
curiosity to read on.

Headline D: “The Value in Quality”
Weakness: This watch retailer has used a ‘dead headline’
that does not arouse any interest to read on, or check out
the product.

SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 151