Mortgage Marketing Tips: #10
The Critical Secret To Writing a Successful Mortgage Marketing Ad…

What do you think the most important part of any ad is?

Your name? Your telephone number? Your offer?

Look at your own advertising. What stands out? What is in the largest print?

If it's your company name hold out your hand so I can whack it with a stick.

Answer: THE HEADLINE!!

Without a good compelling headline it won't matter much how great your copy is because few will read it.

REMEMBER: The Only Job Of A Headline Is To Get The Reader To Read The First Paragraph.

It should be big, bold, dark and easy to read. But more importantly, it must force the reader to read on.

`HEADLINE TEST`

How do you know you have a powerful, effective mortgage headline?

Here`s a great acid test: separate the headline from everything else, out of context, and treat it as a classified ad; nothing but the headline and a response instruction.... then ask yourself if people would respond.

So if your headline is, say, the name of your mortgage company, the classified ad would read:

`Acme Mortgage. For more info, call 1-800-000-0000.`

That does NOT work. But if the headline is;

`The 12 Most Common Mistakes Home Buyers Make
and How to Avoid Them. For Free Info, Call 1-800-0000`

That does work.

Put every headline you use in your ads, letters, flyers, brochures to this Test.

TIPS FOR STRONGER HEADLINES:

1. Telegraph a dynamic benefit or promise

2. Add `How To` to the beginning

3. `Flag` your targeted prospects. (Example: (CREDIT CARD PAYMENT SUFFERERS: HOW TO END THE PAIN IN 3 DAYS)

4. Arouse curiosity

5. Use meaningful specifics. (Egs: 3 days is more `specific` than `in days`.)

6. Use powerful attention-grabbing words,like `Warning`, `Guaranteed`, `New`, `Now.`

(For a great resource on how to use headlines to Attract More Interested, Enthusiastic Mortgage Prospects... More Mortgage Clients... And More Profits From Every Ad, Sales Letter, Web Page, Or Any Other Marketing Piece You Ever Use, click on Great Headlines you`ll learn a lot more about crafting a great mortgage ad.)



For more ways you can diversify your marketing efforts see: Mortgage Marketing Secrets

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