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You have an error in your SQL syntax; check the manual that corresponds to your MySQL server version for the right syntax to use near ') ORDER BY comment_date ASC' at line 3 Headline Alert Don't Make This Mistake Headline Alert Don't Make This Mistake - Article Marketing

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Headline Alert Don't Make This Mistake

By: rogergarcia | Total views: 77 | Word Count: 418 | Date: Wed, 10 Apr 2013 - 11:06 AM

This weekend I received a beautiful and disturbing postcard from a local realtor. The graphic showed a gorgeous property in the hills but sadly this exquisite house was overshadowed by the shocking headline:
"Just Listed! Explosive Views."
My mind filled with images of air bomb testing fields, ignited trees and flying, screaming bunnies. I imagined that this incredible house with bay window after bay window looked out over devastation. And then I couldn't help it; I giggled.
Any marketer worth their salt will tell you that headlines and tag lines need to grab attention. But what kind of attention? In this case, I noticed the headline because it was so horribly and laughably inappropriate. I'm not in the market for a house, but imagine all the potential clients he scared off with just those two words: "Explosive Views."
I'm sure the headline made sense in his mind. As he thought about creative ways to express the beautiful, expansive, colorful views around these properties, his free association brought him to "explosive". Maybe the fall colors seemed to "erupt" in beauty. Or perhaps the views "blew his mind." Either way, he was missing a critical element: he wasn't thinking about how the word "explosive" might sound to someone who wasn't living inside his free association.
Headlines are tricky. As a copywriter, I believe all writing requires a great amount of craft, but headlines are especially elusive. They must achieve several things in a very short space:
grab the right kind of attention
accurately reflect your unique brand voice
accurately represent the service/product you're advertising
show a sense of cleverness without being cheesy or unprofessional
be compelling enough to entice the reader further
show a potential customer that you know what they need
But what happened for this poor real estate agent? Unfortunately, his headline made him look like an unprofessional realtor who is not only a poor marketer, but one who also lacks any understanding of a potential client's needs. What homeowner wants to live next to land that spontaneously erupts?
So pay special attention to these powerful little phrases. Assumedly, you know your customers best, so what are they really looking for? Speak to that need. What do you provide? Let them know. Be sure to speak in your brand's voice. Be creative and compelling, but be careful too; don't let a couple of words blow up your chance of bringing in business.

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