Get Smart Business Radio

How to Do Business Better Online

Get Smart Business Radio - How to Do Business Better Online

Five Headline Writing Ingredients that Improve Sales (taught by this Marketing Master)

Advertising Expert, Copywriter, Teacher, and Author: Clyde Bedell

Advertising Expert, Copywriter, Teacher, and Author: Clyde Bedell

Advertising genius, copywriter, teacher, and author Clyde Bedell, became known as the “go-to-guy” when it came to helping failing businesses with their sales and advertising needs from the 1930’s through the 1960’s.

His consistent sales success catapulted him to become a highly sought after advertising professional that was called on to help some of America’s largest companies survive the Great Depression era.

He taught that you could write the most persuasive, selling copy ever…but if your prospect didn’t make it past the headline, you wasted your time.

Clyde taught what he called, “The Five Headline Writing Ingredients”:

1) Appeal to the prospect – Use words such as “you”, “your”, or words that imply you are speaking directly to the reader.

2) Mention the benefits – People buy products or services for their benefits. Try to mention the primary benefit in your headlines.

3) Use current news in headline writing– You can make a headline sound like a news item to gain reader interest. Using words like “new”,  “now”, “finally”, or “at last” make the headline sound like the copy may be about something new or interesting.

4) Use curiosity – Create curiosity in your headline writing. Ask questions that are relevant to the prospect and his problem in the headline to grab his attention.

5) Mention the product favorably – Show favor toward the product or service you are writing about by using complimentary adjectives in the headline.

Want to learn more about writing headlines that sell?

Want to learn more about improving your business website conversions? Join my FREE ONLINE TRAINING called,
red-arrow_down
“Super Simple Website Tweaks that Help You Get Your Customer’s small-super-simple-tweaksor Client’s Attention–and Improve Your Business Profits!”
…learn more…CLICK HERE and sign up!

Is Your Business Website Mobile-Friendly? (if not, new Google updates could hurt you!)

Image courtesy of 'Adamr' at FreeDigitalPhotos.net

Image courtesy of ‘Adamr’ at FreeDigitalPhotos.net

Here we go again…another Google update on the horizon.
(due out the week of April 21st)

With this new algorithm update, Google will be looking closely at whether or not your business website is mobile-friendly–if not, you could be penalized in the search engine results rankings.

The way Google looks at it is that if your website isn’t mobile-friendly, it is frustrating to your website visitors. They want to give priority to and serve up business websites that are paying attention to making it easier for visitors to engage on mobile devices.

What Types of Mobile-Friendly Details Should You Think About?

The following are common types of issues that could cause Google to penalize your business website and/or make your visitors more likely to abandon your site if they are not addressed:

1) Ease of readability: If your visitors can’t read your message because the font size is too small, they will have to zoom into the screen to read it.

2) Scrolling issues: If the content on a mobile device screen is wider than it should be, your visitor will have to scroll from side to side to be able to see your message.

3) Navigation links: If the navigation links are too small or too close to each other–it could cause your visitors to tap on the wrong link/s.

All of these lead to your website visitors’ frustration and may mean there is a higher probability that they won’t stick around to find out what you have to say.

So, Is Your Website Mobile-Friendly…Here’s How to Find Out!

If you want to find out whether or not your business website is mobile-friendly…Google has a Mobile-Friendly Test tool to help you out–click here.

Simply enter your URL and click the analyze button.

Some Mobile-Friendly Solutions

Many business owners are NOT tech savvy and will have to rely on a webmaster to help them out. If you want to look for a solution that is budget-friendly, here is a Forbes article that can help give you some direction.

If you have a WordPress website, there are some FREE mobile-friendly plugins you can download and activate for a quick and easy solution.

Making your business website mobile-friendly will cost you a little money if you aren’t tech savvy, but if you don’t pay now, you could pay later in lost visitors and ultimately lost sales.


Want to learn more about improving your business website conversions? Join my FREE ONLINE TRAINING called,
red-arrow_down
“Super Simple Website Tweaks that Help You Get Your Customer’s small-super-simple-tweaksor Client’s Attention–and Improve Your Business Profits!”
…learn more…CLICK HERE and sign up!

Subheadlines: Why They’re Important and How to Make Them Work!

Image courtesy of Stuart Miles at FreeDigitalPhotos.ne

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

I write a lot about headlines, but recently I came across a quote by Victor Schwab in his book, “How to Write a Good Advertisement”—it reminded me that I neglect the headline’s “less popular” cousin, the subheadline.

As Schwab put it,  “Subheads are like ladder rungs which make it easier and more inviting for the reader to keep going down through more of the body matter of an advertisement.”

He goes on to explain that the weaker the rungs—the more likely your prospect’s interest will drop and you’ll lose him, as he will abandon your copy.

Ways to Make Your Subheadlines Work

Here are 4 subheadline tips to help make your copy stronger and keep your prospect engaged longer so you can persuade him to take action.

1) Use subheadlines to make your body copy appear more inviting

Too much text bunched up into long paragraphs can be unappealing to the eye and make your copy too overwhelming to read.  Use good subheadlines to break up the text so the prospect will want to continue to read your message.

According to Schwab,  a good rule of thumb is two short opening paragraphs and then your first subhead.

2) Use subheadlines to give your prospect a sneak peek of what’s about to follow in the next paragraph

Many times a prospect will just scan the subheadlines to figure out if he wants to continue into the next paragraph/s or use them to select what parts of the copy he wants to read.

You can write a subheadline that acts as a “teaser” for the copy to follow.
(hint: insert a benefit!)

3) Ask your prospect a question in your subheadlines to gain curiosity

Preferably ask a question that he would like the answer to immediately…(of course you need to answer it in the following paragraph)

4) Make your subheadlines stand out physically on the page

You can make your subheadlines grab your prospect’s attention more easily by making the font slightly larger and/or bold.

If your subheadlines are crafted just right—these little guys can be really powerful elements that keep your reader engaged.

Use subheadlines to walk your prospect through your copy step by step—and ultimately to get him to take the action you want him to take!

 

How to Do Business Better Online