O'Reilly logo

Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits by Richard G. Rosen

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

6
THE ASK AND THE OFFER
 
 
 
Let me begin by asking the $64 million question: What are you asking individuals to do when they see your advertisement? You must want them to do something, so why not use that beautiful image to drive them to interact? Let’s look at a few critical variables with better-defined ask to drive our marketing and advertising programs like they’re on steroids.

MORE MEANINGFUL HEADLINES

Meaningful headlines go a long way to stimulate the individual to get involved with your brand. Some use the double entendre, or a play on words. These can be creative, yet void of meaning. Don’t fall into that trap. We’re not using art for art’s sake. Use strong, emotional headlines that hit the prospect in the heart, not the head. Choose powerful words that do more than grab attention—they drive meaning. You don’t need to sacrifice creative because you want to stand out of the clutter, but keep it believable. The purpose is to pull the individual in and move them quickly to interaction. Here are a few examples:
Company: i-Opener
Headline: All the Fun of the Internet, without a Computer
Product: First home Internet appliance with instant on and web access
Company: Neodata (EDS)
Headline: Find and Keep Customers by Building Relationships
Product: B-2-B database provider to help electric utilities facilitate market share capture
Company: Pacific Power and Light
Headline: Dry Rot Mildew Mold . . . A Homeowner’s Nightmare! Only now there’s a logical low-cost solution
Product: ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required