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The "Secret" Marketing Strategy headline

by Steve Faber
13 replies
I'm about to send a sales letter for my content creation business to some marketnig directors of medium-sized businesses in my area. I wanted to run a couple of prospective headlines by the braintrust here to see what they thought first.


"91% of All National Brands Plan to Start Using This Powerful Marketing Strategy.... Why Bucking the Trend is a Sure Recipe for Disaster, and How You Can Capitalize on It Starting Now..."

The "New" Marketing Strategy That is So Devastatingly Effective 91% of the Big National Brands' Marketing Directors Are Ripping Open Their Budgets For It, and How You Can Beat Them to The Punch"

The "New" Marketing Strategy That is So Devastatingly Effective 91% of the Big National Brands' Marketing Directors Are Ripping Open Their Budgets For It, and How You Can Get Ahead of Them (While There's Still Time)"

I really appreciate any feedback,

Thanks
#headline #marketing #secret #strategy
  • Profile picture of the author ewenmack
    Steve, they don't pass the "so what" test.

    Best,
    Ewen
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  • Profile picture of the author max5ty
    Guess my first thought is: So what? You're gonna tell them about a new strategy most of the national brands are starting to use...what's that have to do with you? What have you done with the strategy?

    Headlines are too long with too much punctuation...too many mental pauses to read.

    If you're one of those...and it seems you are...that likes long headlines, try and do a short teaser with a sub headline.
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  • Profile picture of the author Mark Pescetti
    If I'm a marketing director...

    I'll have zero attachment to any of those headlines.

    The fact is...

    There are a ton of effective strategies and techniques individuals and smaller companies can use to mimic the success-building-steps of major corporations.

    This isn't news.

    But if you can convey the even playing that smaller businesses have to leverage the steps big brands take in a more benefit-driven headline...

    ...you might capture their attention.

    But you have quite a few objections to overcome...

    Mainly...

    Why should a marketing director outsource to you?

    What specific tools do you bring to the table that can take a smaller brand and help them increase their profitability by using the same marketing methods that the big boys do?

    Just by reading those headlines...

    I don't immediately get the sense you have an answer.

    Mark

    P.S. You don't need a "secret" to help small or mid-sized companies leverage the marketing methodology of larger brands. The companies you're appealing to need a full sales funnel strategy to revamp their marketing - from the front end to email sequences.
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  • Profile picture of the author Steve Faber
    Thanks for the help. Yes, I do tend toward longer headlines at times and have to be reined in a bit.

    Are These More Benefit Oriented / Any Better?

    Want to Finally Tell Google to Take a Hike, While You Get More Website Traffic, Keep Your Visitors Coming Back More Often, and Generate Higher Revenue?

    Discover How To Steal a Page From 91% of the National Brands Marketing Manuals That Wll Let You Finally Stop Worrying About Google... But Get More Website Traffic and Make More Money.

    Finally, Stop Worrying About Google, But Get More Website Traffic, and a Higher Return on Your Marketing Budget

    Thanks again.
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    • Profile picture of the author ewenmack
      Steve,

      Add these 4 words after any of your headlines,
      and you'll get attention.

      Does This Headline Suck?

      Now you'll get agreement and now you can have a conversation going
      with the other person on the other end of your letter.

      Best,
      Ewen

      Originally Posted by Steve Faber View Post

      Thanks for the help. Yes, I do tend toward longer headlines at times and have to be reined in a bit.

      Are These More Benefit Oriented / Any Better?

      Want to Finally Tell Google to Take a Hike, While You Get More Website Traffic, Keep Your Visitors Coming Back More Often, and Generate Higher Revenue?

      Discover How To Steal a Page From 91% of the National Brands Marketing Manuals That Wll Let You Finally Stop Worrying About Google... But Get More Website Traffic and Make More Money.

      Finally, Stop Worrying About Google, But Get More Website Traffic, and a Higher Return on Your Marketing Budget

      Thanks again.
      {{ DiscussionBoard.errors[7159343].message }}
  • Profile picture of the author The Copy Nazi
    Banned
    Want to Finally Tell Google to Take a Hike, While You Get More Website Traffic, Keep Your Visitors Coming Back More Often, and Generate Higher Revenue?

    becomes

    He told GOOGLE to take a hike and amazingly...ended up with more TRAFFIC and even more MONEY!

    or even...

    Guess who told GOOGLE to take a hike?

    As always - test.
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    • Profile picture of the author ewenmack
      Steve, after my slightly smart-arse comment,
      I thought I could deliver something better for ya.

      Here it is...

      Google Behaving Badly: How These 5 Companies Got Even [Uncensored]


      Just deliver case studies, thereby adding real value to the reader
      before pitching what you've got.

      Best,
      Ewen
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  • Profile picture of the author Steve The Copywriter
    Hi Steve,

    I like Mal's and Ewen's headlines.

    They use the "enemy in common" angle perfectly.

    It works.

    But I'm a touch concerned that some people might feel that Google is so powerful, they just can't get imagine "getting the better" of the giant.

    So you could try something like this -

    "Get Google On YOUR Side - And Have ALL The Traffic, Sales And Profits You Want"

    Remember you don't just have to use a headline. You can include a pre-head, sub-head and deck copy to reinforce everything you're saying - compelling your audience to read on.


    Steve
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    • Profile picture of the author DavidG
      Originally Posted by Steve The Copywriter View Post

      Hi Steve,

      I like Mal's and Ewen's headlines.

      They use the "enemy in common" angle perfectly.

      It works.

      But I'm a touch concerned that some people might feel that Google is so powerful, they just can't get imagine "getting the better" of the giant.

      So you could try something like this -

      "Get Google On YOUR Side - And Have ALL The Traffic, Sales And Profits You Want"

      Remember you don't just have to use a headline. You can include a pre-head, sub-head and deck copy to reinforce everything you're saying - compelling your audience to read on.


      Steve
      Good Point Steve. Some people might have already seen too many of these headlines. Promises of beating up google and such...

      And use a mechanism. Describe something unique about the way you get them on your side.

      Like... Get Google On Your Side And Get Them To Purposely Carry Your Site On Page One With This Special Plug-in...

      This way you also get the reader to keep reading. That's all you want to do. Don't try to stick in your USP, Benefits, Problems... just get them to read the next sentence.
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    • Profile picture of the author ewenmack
      Originally Posted by Steve The Copywriter View Post


      But I'm a touch concerned that some people might feel that Google is so powerful, they just can't get imagine "getting the better" of the giant.

      Steve
      Steve, I see my headline gets around it by being
      like a factual news item where others have done what
      many thought was impossible.

      Once again, just reporting the news what has taken place...
      not a promise that has to be backed up.

      The case studies present what is possible
      first to open the minds to possibility,
      then follow up with how the reader can achieve the same desired result.

      There is some rational thinking behind my madness...ya know!

      Best,
      Ewen
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  • Profile picture of the author Mark Pescetti
    "The One Marketing Strategy that WILL Explode Your Profits and Position Your Company as THE Authority in Your Industry!"
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  • Profile picture of the author WinstonTian
    I think the themes...

    --- Versus Google
    --- Ally with Google
    --- Ignore Google completely

    ...Are pretty common around here. They seem to be working
    angles, but I'd think that all 3 are great emotional themes to
    go with for SEOs.

    But the question is... does your ideal customer resonate to it?

    You probably need to dig up more nuggets in research about
    your market first...

    For example, have they used SEO in the past before? Did they
    come searching for a solution because Google slammed them?

    If they're completely new to the art of SEO, and have only
    heard the "pleasant" side... then I'd think it's excellent to have
    the "leverage Google" approach.

    But chances are, they already have seen something like that,
    so you could expand on the mechanism by making it speedier,
    easier, better or larger/smaller. Or go into depth about the
    process of SEO like Claude Hopkins did with Schlitz
    Beer (lol)... Or something.

    If they're already running with SEO, and are a little
    successful with it, you could go with the "ignore Google" and
    diversify streams of traffic approach for business stability.
    (Dan Kennedy keeps talking about this)

    If they've been hurt by Google's updates before, or they are
    somehow knowledgeable about the ill-effects of the updates,
    then you could go for the "screw google" approach.

    You could try and dig up some pretty credible sources on the
    growing trend of Google searches for example, or get more
    proof elements like testimonials, etc...

    Maybe you could even use a good testimonial as a headline.

    Winston Tian
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    Cheers,
    Winston
    The Beginner's Doctor

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    • Profile picture of the author Steve Faber
      Originally Posted by WinstonTian View Post

      I think the themes...

      --- Versus Google
      --- Ally with Google
      --- Ignore Google completely

      ...Are pretty common around here. They seem to be working
      angles, but I'd think that all 3 are great emotional themes to
      go with for SEOs.

      But the question is... does your ideal customer resonate to it?

      You probably need to dig up more nuggets in research about
      your market first...

      For example, have they used SEO in the past before? Did they
      come searching for a solution because Google slammed them?

      If they're completely new to the art of SEO, and have only
      heard the "pleasant" side... then I'd think it's excellent to have
      the "leverage Google" approach.

      But chances are, they already have seen something like that,
      so you could expand on the mechanism by making it speedier,
      easier, better or larger/smaller. Or go into depth about the
      process of SEO like Claude Hopkins did with Schlitz
      Beer (lol)... Or something.

      If they're already running with SEO, and are a little
      successful with it, you could go with the "ignore Google" and
      diversify streams of traffic approach for business stability.
      (Dan Kennedy keeps talking about this)

      If they've been hurt by Google's updates before, or they are
      somehow knowledgeable about the ill-effects of the updates,
      then you could go for the "screw google" approach.

      You could try and dig up some pretty credible sources on the
      growing trend of Google searches for example, or get more
      proof elements like testimonials, etc...

      Maybe you could even use a good testimonial as a headline.

      Winston Tian
      Winston,

      I'm actually targeting mid-sized companies' marketing managers for content marketing services. It would be beneficial to know if they had used SEO in the past and how it worked for them, if only to qualify them.

      The headline is only to get them to read further. If they had been fighing a losing or expensive battle on the SEO front these would probably be just what the doctor ordered.

      "Sick and Tired of Spending a Fortune on SEO and Ending Up Like a Dog That's Been Beat Too Much?"

      The problem with that headline is if they aren't, you probably just lost them. It points to knowing your prospect.

      Mal and Ewen did a masterful job of distilling everything down into a short, attention grabbing headline that grabs the prospect and pulls them in. I like Steve's angle too.

      Discover How to Join 91% of National Brands and Send Google Packin'... While You Get Even More Traffic, and Make More Money - common enemy

      Force Google to Help You Leave SEO Behind Forever... While You Get Even More Traffic, and Make More Money

      Discover How to Make Google Give You a Big Fat Kiss, Leave SEO Behind Forever and Watch Revenues Soar
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      For Killer Marketing Tips that Will Grow Your Business Follow Me on Twitter Now
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