I often recommend imagining what it feels like to a typical
customer to have a positive sensory experience with your product or
service. For example, imagine them taking the first bite out of one
of the fresh-baked bagels you sell; listening to their stereo for
the first time through two of your new super-clear speakers; or
lying on an especially comfortable mattress you've sold them.
If you can capture that feeling in a word or two, you've got
yourself the makings of a strong advertising headline.
I have a hot tub in my backyard, so I tried to think of what my
first reaction is when I submerge my body into the warm swirling
water. The first verbalization that naturally came to mind was
"Ahhhh." Why not capture that sensation in a headline to
relate the experience Crawford's trying to sell? It's a
headline that, because of its uniqueness and conciseness, will be a
visual speed bump that scanning readers notice--and pause at--as
they browse a publication.
Following the headline should be an explanation of what that
term is supposed to mean in this context: "Discover the
ultra-relaxation and healing properties of all the water therapies
available to you at the Water Therapy Centre." This is
followed by a reference to the massage therapy and other services
available.
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If Crawford chose to emphasize the massage part of her business
instead of the water therapy, the "AH-H-H-H" headline
would still apply. The body copy would simply lead off as follows:
"Discover the extraordinarily deep relaxation and stress
reduction possible through therapeutic massage. At WTC, we use
techniques that many rely on for relief from anxiety, muscle
tension and pain." Even though Crawford must make her sales
pitch from within the confines of a small box and in the shadow of
other towering ads, a headline that reaches people at a more
sensory level will help her get the attention she wants.
Q: I'm a painting contractor looking for some way to
promote my services during slow periods. I was thinking of having a
"Spring Sale," but everybody promotes sales--so they
cancel out each other's effectiveness. Is there any way to
pitch a sale that others don't use?
A: You're right about "On Sale" being the
most ubiquitous two words in advertising. And, yes, they can become
weakened from overuse. But one way I've recommended before to
get attention for a sale is to use flattery. That is, refer to the
prospect's good timing in having waited for the right price to
come along. Trumpet the fact that their decision to hold out for
the best time and the best deal has been rewarded. You can do this
easily by opening your ad or sales letter with a statement like:
"You'll be glad you waited until now to consider painting
your home's exterior. Now you can take advantage of One Coat
Painting's exciting Spring Spruce-Up Sale, which enables you to
save up to 30% on the most professional residential painting
services in Gainesville."
The opening phrase--"You'll be glad you waited until
now"--works for any number of enterprises. For example,
"You'll be glad you waited until now
to . . . have your furnace ducts
cleaned . . . learn to play
golf . . . replace your old lawn
mower . . . upgrade your
computer . . . get your dog groomed." No one
minds the implication that they made a deliberate and shrewd choice
to wait until the absolute best moment to buy. So any way you can
infuse in your prospects the idea that responding to your
advertising is the result of their own intuition, their own golden
gut for good timing, strengthens your chances of making the
sale.
By the way, this approach also sparks the prospect's
anticipation about just how good a deal they were smart enough to
wait for. So you're virtually guaranteed that the reader is
going to stick with your ad long enough to find out what kind of
deal you're offering. And that's a luxury few advertisers
enjoy.
After:
This ad implies the benefit right from the start, and the
undulating graphic supports the relaxation theme.
1. The headline grabs
attention with an unexpected exhalation.
2. The wavy graphic works
with the headline to transmit one clear message: relaxation.
Contact Source
Water Therapy Centre, (877) 4-HERE4U, here4u@txcyber.com
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