Your prospects want you to say what they feel.
Opinions expressed by Entrepreneur contributors are their own.
Since I began this column 11 years ago-and even as I writethis month's final installment of "AdWorkshop"-I've had but a single goal: to help youdevelop the tools you need to create advertising that captivatesyour prospects. One of those tools is the ability to home in onjust how your prospects are feeling at the moment regarding aparticular problem you're able to solve. In other words, youneed to know how to push potential clients' buttons. Whetherit's dealing with the stress of picking the right investmentsor, as in this month's example, the impending trauma of workingthrough a divorce, let your prospects know you can help them solvethe big problems that are on their minds right now.
That's my advice to Linda McMurtray, a certified mentalhealth counselor in Bellevue, Wisconsin. Her current brochure,shown at top right, already has a lot going for it, including aquick, precise headline that grabs the reader's attention.However, I still think McMurtray should take her advertisement up anotch and convey more emotion by addressing the prospect where heor she "lives." Hence my suggested alternative headline:"The Non-Combative Divorce." The new headline addressesone of the most dreaded aspects of marital breakups. The subheadamplifies the feeling with "How to get through it with theleast emotional distress and get on with the rest of yourlife." That should convince the reader to flip thepage-which, of course, is the single most important goal ofany cover.
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:
- Digestible insight on how to be a better entrepreneur and leader
- Lessons for starting and growing a business from our expert network of CEOs and founders
- Meaningful content to help you make sharper decisions
- Business and life hacks to help you stay ahead of the curve