Scientific Advertising: How to Find Mr. Right
We see the same thing that Hopkins did in our SEO department. We see the numbers behind different key phrases. For example, custom furniture maker will outpull custom furniture master, even though I may prefer the latter.
Don’t think, however, that you can run a well ranked key phrase verbatim without finding out the best words to add to reach your audience. Key phrases aren’t that interesting. Combine a well searched keyphrase with an interesting headline and you’ll win your reader’s heart.
“On a soap, for instance,” says Hopkins. “The headline ‘Keep Clean’ might attract a very small percentage. It is to commonplace. So might the headline, ‘No animal fat.’ People may not care much about that. The headline, ‘It floats’ might prove interesting. But a headline referring to beauty or complexion might attract many times as many. An automobile ad might refer in the headline to a good universal joint. It might fall flat, because so few buyers think of universal joints. The same ad with a headline, ‘The Sportiest of Sport Bodies,’ might out pull the other fifty to one.”
Think about it the next time you see a headline, such as: “One Armed Man Applauds the Kindness of Strangers.” I enjoy the headline, but if the story isn’t one I’m drawn to I’ll move on, even from reading. Now, imagine how fast people keep from buying.
Says Hopkins, “Don't think that those millions will read your ads to find out if your product interests. They will decide at a glance — by your headline or your pictures. Address the people you seek, and them only.”
With the right headline, you can snag Mr. Right.
Photo used under Creative Commons, courtesy of Flickr user _Imaji_.