Headlines Sell - Logos dont
| Category: Selling Techniques | Date: 2003-12-15 |
If you are utterly convinced that placing your Logo in the most prominent position on your Website will improve my quality of life, make my heart skip with joy, and cause my jaw to drop in rapturous wonder, then no one can stop you.
But if you are equally determined to generate some SALES, then please follow it with an equally jaw - dropping headline. Because the hard truth is that no one in the whole wide world is even remotely interested in your company Logo.
Except you!
Unless you are a household name with an instantly recognizable Logo, it tells your reader nothing.
We need to know, in no seconds flat, what your Website, sales copy, or advertisement is going to do for US. And its your headline that achieves it.
But this very basic and essential requirement is equally important to your off-line advertising.
I live in the UK. Some years ago, a disused gas station about 500 yards from my home, suddenly showed signs of life. Builders, painters and contractors buzzed around for weeks remodeling the site.
They had taken the gas pumps out so, being a mildly curious kind of person, I watched their progress with interest as I drove past almost every day.
Imagine the scene some weeks later...
Its Monday afternoon. 2 lanes of traffic. 15 miles per hour. And bumper to bumper. As I approach the refurbished site I notice something different. Its Grand Opening Day. Balloons, banners and brightly colored flags are everywhere.
At last. Now Ill find out exactly what they DO.
And there it stood in all its resplendent glory!
A beautifully molded illuminated sign, shaped like a Star Trek space ship. Straddled atop of a 30 foot silver pole, this magnificent example of mans creativity announced itself to an expectant world.
It read....wait for it......ENTERPRISE.
And nothing else!
Oh dear me. Another Chief Executives expensive ego trip.
Keeping one eye on the car in front I twist my neck and spot two signs on the front of the office building. Thats better..... WELCOME TO ENTERPRISE.
Now thats a revelation!
Every time I drove past I looked expectantly for some clue to their existence. None. No wonder it was always deserted!
Hold on though, I havent delivered the punch line yet.
3 weeks later my car wouldnt start. I needed transport to keep an appointment and I needed it like NOW.
Rushed round to my neighbors house. Sorry Joe Im off to the airport in 20 minutes. Typical.
Why take a trip now? Round to my other neighbor. No one in. Typical Welshman. Why cant he be there when I need him!
Phone Avis. Sorry, none available until later today. Why cant they keep more cars in stock? Typical. Americans arent they?
Signs of panic setting in. Phone Hertz. You want one NOW? Well be round with it in one hour. I should think so too.
While Im on the phone groveling to my client, I resist the temptation to blame my situation on the typically poor quality of Mercedes engineering. The door bell rings.
Outside stands a dark blue BMW and a well dressed young lady with car keys and clip board in hand. Decent car. Dont like the color though. Why not silver? Typical Germans.
Mr. Robson? Sign here please. As I struggled vainly to get the pen to actually write - typical Bic French ball pen - the young lady asks Not using the people down the road then?
Typical Englishwoman. Why do you think I phoned you? I sneer.
Anyway..... What people? What road?
The new car rental outfit down the street. And she half turns and points through the trees at the side of my house. Look, you can just see the sign from here. Looks like a space ship........
Ho hum. Beam me up Scottie. Better not - hes a Scotsman.
PS. 4 months later I drove past Enterprise and it was empty. Lock, stock and barrel all gone. The Chief Executive had even taken his beloved sign. But they had left the pole.
There it stood, swaying slightly in the breeze like a wagging, accusing finger as if saying......
.......I told you so. Next time use a HEADLINE.
Typical know-all Pole!
About the Author
Joe Robson is co-author of Make Your Words SELL with Ken Evoy. Joe and Tom Glander own The Newbie Club which is bulging with unique NET and PC Newbie tutorials and eBooks. CLICK ON OVER to newbieclub.com?help_is_here and look at their very professional Affiliate Program. Its BIG! To go to Joes Copywriting site and to contact see details below.
webenq@adcopywriting.com
http://www.newbieclub.com
But if you are equally determined to generate some SALES, then please follow it with an equally jaw - dropping headline. Because the hard truth is that no one in the whole wide world is even remotely interested in your company Logo.
Except you!
Unless you are a household name with an instantly recognizable Logo, it tells your reader nothing.
We need to know, in no seconds flat, what your Website, sales copy, or advertisement is going to do for US. And its your headline that achieves it.
But this very basic and essential requirement is equally important to your off-line advertising.
I live in the UK. Some years ago, a disused gas station about 500 yards from my home, suddenly showed signs of life. Builders, painters and contractors buzzed around for weeks remodeling the site.
They had taken the gas pumps out so, being a mildly curious kind of person, I watched their progress with interest as I drove past almost every day.
Imagine the scene some weeks later...
Its Monday afternoon. 2 lanes of traffic. 15 miles per hour. And bumper to bumper. As I approach the refurbished site I notice something different. Its Grand Opening Day. Balloons, banners and brightly colored flags are everywhere.
At last. Now Ill find out exactly what they DO.
And there it stood in all its resplendent glory!
A beautifully molded illuminated sign, shaped like a Star Trek space ship. Straddled atop of a 30 foot silver pole, this magnificent example of mans creativity announced itself to an expectant world.
It read....wait for it......ENTERPRISE.
And nothing else!
Oh dear me. Another Chief Executives expensive ego trip.
Keeping one eye on the car in front I twist my neck and spot two signs on the front of the office building. Thats better..... WELCOME TO ENTERPRISE.
Now thats a revelation!
Every time I drove past I looked expectantly for some clue to their existence. None. No wonder it was always deserted!
Hold on though, I havent delivered the punch line yet.
3 weeks later my car wouldnt start. I needed transport to keep an appointment and I needed it like NOW.
Rushed round to my neighbors house. Sorry Joe Im off to the airport in 20 minutes. Typical.
Why take a trip now? Round to my other neighbor. No one in. Typical Welshman. Why cant he be there when I need him!
Phone Avis. Sorry, none available until later today. Why cant they keep more cars in stock? Typical. Americans arent they?
Signs of panic setting in. Phone Hertz. You want one NOW? Well be round with it in one hour. I should think so too.
While Im on the phone groveling to my client, I resist the temptation to blame my situation on the typically poor quality of Mercedes engineering. The door bell rings.
Outside stands a dark blue BMW and a well dressed young lady with car keys and clip board in hand. Decent car. Dont like the color though. Why not silver? Typical Germans.
Mr. Robson? Sign here please. As I struggled vainly to get the pen to actually write - typical Bic French ball pen - the young lady asks Not using the people down the road then?
Typical Englishwoman. Why do you think I phoned you? I sneer.
Anyway..... What people? What road?
The new car rental outfit down the street. And she half turns and points through the trees at the side of my house. Look, you can just see the sign from here. Looks like a space ship........
Ho hum. Beam me up Scottie. Better not - hes a Scotsman.
PS. 4 months later I drove past Enterprise and it was empty. Lock, stock and barrel all gone. The Chief Executive had even taken his beloved sign. But they had left the pole.
There it stood, swaying slightly in the breeze like a wagging, accusing finger as if saying......
.......I told you so. Next time use a HEADLINE.
Typical know-all Pole!
About the Author
Joe Robson is co-author of Make Your Words SELL with Ken Evoy. Joe and Tom Glander own The Newbie Club which is bulging with unique NET and PC Newbie tutorials and eBooks. CLICK ON OVER to newbieclub.com?help_is_here and look at their very professional Affiliate Program. Its BIG! To go to Joes Copywriting site and to contact see details below.
webenq@adcopywriting.com
http://www.newbieclub.com
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