In article in B-to-B magazine titled “Bury the Lead Pay the Price,” the author points out that so many company marketing executives think their brand is so well-recognized that their advertising can leave out the real message.

You’ve seen it many times – full page, really expensive, full-color ads where the message is lost or the company name is hard to find.

As appraisers, our brand is rarely well established. The mistake most appraisers make is that they lead with their company name, erroneously thinking that will catch the eye of the reader. Unless your name says exactly what you do and specifically how you will solve the readers’ problems, it is a bad idea. Frankly, I haven’t seen any appraisal firm names that address those two points, so we all need a good lead line or headline.

Lead with a line that stops the reader and makes her think. That lead line can be in a sales letter, your brochure, your website, or your

Many years ago we ran an ad in a regional soccer magazine and let the editor design it and run it. Big mistake (for many reasons) The NAC logo and name were the biggest words on the page – the copy was small and I am certain readers flipped right past the page. Not one call. The designer led with our name, and not a headline that would make the reader stop and think – or compel the reader to read the next line of copy.

Over the years, you have read dozens of my articles related to headlines, copy and catching the readers’ attention. Every article includes the same advice: Write a headline that makes the reader red the next line – and the next — and the next, UNTIL they get to the call to action.

The call to action is the payoff line that gets your prospect to call, write, go to a website, or make a decision.

Take a look at the Inner Circle Resource Page and review the issues that cover “Formula Headlines.” Then put it to work for you.

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