People today are very skilled at filtering out messages.  According to research the average person takes in over 8,000 messages a day.  This is a combination of adverts, music, radio, posters, mail, logos, branding etc. 

So how do you get your message through – it is all in the Headline   It has to be punchy and straight to the point. 

To get inspiration, look at the headlines of all the national papers today.  These people really know how to grab your attention.  Because they only have a split second to get it. 

It is the same with your marketing material.  Look at your leaflets, brochure or website and check out the first headline that your customers sees.   Think about the point I raised in Tip No.2.  Is the headline personal?  Does it make them think “The 10 things you absolutely need to know before XXXXX” ?  Or is it just plain boring i.e. Todays special offer is XXXXX.

Very often when I am working with a company, they tell me that their marketing doesn’t generate any response.  Once we change the headline we always get a response to their leaflet, brochure or website. 

Have a go and let me know what you think.