Beginner marketers don’t focus on the headline as much as they should. To them, a headline is an afterthought.
Established marketers put much more thought into them. They focus on things like how their headline can impact SEO and impact SERP.
But when the most effective marketers put in the time to develop a headline, they not only think about the SEO aspect of a headline. They also think about the importance of the headline to the humans they’re wanting to attract.
Today we’re going to look at headlines through the lens of the 5th marketing fundamental. So far, I’ve revealed the 5th marketing fundamental you need to succeed in 2021. I called it your Who, but you might have heard it called your “target market.”
If you don’t get this group of prospects right, then all of your marketing efforts will produce little results.
Missed My Recent Articles?
If you’ve missed my previous articles on the 5th marketing fundamental, you can see them here:
- The 5th Marketing Fundamental You Need to Succeed in 2021
- Without This One Thing, Your Marketing is Useless
- A Powerful Lesson on Market Segmentation from the Origin Of Play-Doh
- Philip Kolter: This is Authentic Marketing… (Marketing Quote)
Today, I want to show you how applying the 5th marketing fundamental to the 1st marketing fundamental (attention) can help you to capture the right people’s attention in 2021.
To show you this, you have to see what a marketing legend once revealed were the two key attributes of a good headline.
In 1958, A Marketing Legend Revealed These Secrets to Creating Powerful Headlines
On June 7, 2017, I wrote an article for MarketingInsiderGroup.com called “In 1958 A Marketing Legend Revealed These Secrets For Creating Powerful Headlines.”
In that article, I shared a powerful quote and two lessons that I want you to see…
“There are two principal attributes of good headlines. They select, from the total readership of the publication, those readers who are (or can be induced to be) interested in the subject of the advertisement. And they promise them a worthwhile reward for reading it.”
– Victor O. Schwab
Think about those two purposes of a headline:
- To select the people who would be most interested in what you’re advertising
- To promise them a reward for reading the ad
Most people who create ads never do either of those things, let alone both of them.
SOME good copywriters accomplish the first task, but only the GREAT copywriters also accomplish the second.
If you learned how to master those two things, your ads would outperform any of your competitors or fellow copywriters this year.
Do you see how these two things combine the 1st and 5th marketing fundamentals?
You’re writing an article to capture attention (1st marketing fundamental). But you’re making sure that the headline is written for select people (5th marketing fundamental).
(We’re not even halfway through the 12 marketing fundamentals you need to succeed in 2021 yet. But I couldn’t resist touching on that fact that combining these fundamentals will exponentially increase the impact of your marketing this year. I’ll explain more in future articles.)
Two Things Before You Go
Before you go, I want to mention two quick things:
- I’m sorry. I haven’t had the chance to write my next story of how a popular brand achieved new levels of success after they found out about a new market. You’re not going to want to miss this one because their success came to them differently than the way it did in the Play-Doh story. I’ll see if I can get that story done by the end of the week.
- If you like Victor O Schwab’s quote, you should read my whole article at MarketingInsiderGroup.com. You can read it here.
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