Business Marketing Advertising

I turned on the tv last night, and a Cindy Crawford skincare infomercial was on. I didn’t know she has a skincare line, so I kept watching it.

Like many other infomercials, they tell you how great the products are, and the skincare products went through a long scientific process to create.

For this infomercial, Cindy Crawford is the best selling point. The infomercial shows a picture of Cindy when she was 28, right next to a current picture of her at age 41. You can’t tell she has aged a bit. The whole world know that she is beautiful.

Headline is the most important part of your advertising message, no matter whether it is postcard marketing, direct response mail, ads on the newspaper, yellow pages ad, or anything else. Headline is the ad for your ad. If your headline fail to grab your customers’, the rest of the message does not matter.

I was listening an interview with a famous copywriter online, it gives me an idea that I haven’t thought of before. Take a look at your favorite magazines, or the magazines that your customers like to read, and check out the headlines on the cover of the magazines. Those headlines are written by high paid writers who gets paid for results. Those headlines have to be effective enough to get people to purchase the magazines.