Marketing makes or breaks small business, not just rural ones. The principles have broad application because they're about persuasion and building relationships--skills for life as well as business. See Ellie's website,http://beyondthesidewalk.com If you'd like these articles in your inbox, send an email to:
Wednesday, December 18, 2013
Three Reasons why listing What You Have For Sale is a BAD Headline
1.It’s a boring
headline with no pizzazz
buckling for sale—ho hum
reduction—hmmm, (customer thinks) “I wonder about their management”
calendars—why would he think they are special?
extra ________ for sale—it’s all about you and he doesn’t care about you!
2.Lots of rural
businesses have the same product or animal for sale.
How are you going to stand out when every livestock breeder
has extra males for sale.A male had
better have something very special about him to even be worth mentioning.Unless they have exceptional genetics.And if they are worth mentioneing, why are
you not talking about what those exceptional genetics could do for a
customer?Because he’s saying, “I should
care why???? “
Whatever your product, the headline needs to make it plain
why yours is just the one they need—and it does not happen unless you can
excite that customer with your headline—your only chance at a first impression.
3.Listing what you
have for sale might get the attention of the guy who is actively looking for
your thing, but a better headline might remind a bunch of people that they
really do need your product, they just were not thinking about it today.
One of my favorite examples that I’ve used in my marketing
seminar is this:
“We are starting
our fall semen collection trip.”
·Who is that headline about?(answer, not the customer)
·Who cares about it?Maybe one or two people who know they want
their animal collected.
·How to fix that headline?“Safeguard your valuable genetics this fall
with our semen collection service.”
Now there are potentially dozens of folks with a really fine
buck (pig, horse, dog, or other collectable animal) who is getting up there in
age.They’ve seen dynamite offspring and
realize the breeding years for the really good ones are limited.Your headline has reminded them that his
contribution is at risk and getting him collected will give them peace of
mind.The second headline is about what
the customer gets, not about the seller of the service.
A good headline gets attention, speaks to the customer’s
self interest.See if you can write a
headline about your for-sale thing that does that.
Always ask yourself this question about your headline.“Who is this about?”
If it’s about your stuff or about your farm or about you, you’re
missing a chance to connect with your customers.