Tuesday, January 8, 2013

“Five times as many people read the headlines”

There are 7 Elements which, if followed effectively, can help create a successful marketing communication & differentiate it from a me-too

To develop a system for creating a successful marketing communication, a good starting place is to examine the ideas of great marketing masters, such as David Ogilvy and John Caples. Why? Rather than guessing or expressing opinions, they observed and catalogued what works and what doesn’t during their distinguished careers. The following structure for creating successful marketing communications is based on the collective wisdom of the great marketing masters that appear in such classic books as Ogilvy on Advertising and Tested Advertising Methods.

Headline. On an average, five times as many people (83.3%) read the headlines as the ones that read the body copy. Therefore the main points, expressed as benefits, should be in the headline. To help ensure that the target audience reads the headline and finds out where they can buy the product, the headline should also by “hook” or by crook grab the reader so that they do not turn the page, click the next link, or switch channels.

Body Text. The Body Text should provide more information and details for those that are interested to find out more about the product and company. Since only 16.7%, on average, get to this point, marketers should not rely on people who are reading the body text.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
For More IIPM Info, Visit below mentioned IIPM articles.


 

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