| Advertising headlines are the single most important | | | | classroom to conduct an experiment. |
| part of any ad. And one of the most powerful ways | | | | He had everyone in the class fill out a form so that |
| to grab someone's attention with your advertising | | | | he could do an "individual horoscope" for everyone in |
| headline is if it applies directly to them and their | | | | the class. |
| problems. | | | | The class handed in their questionnaires. The next |
| What is a marketing niche? For our purposes, a | | | | day, Randi handed out everyone's |
| marketing niche is anything that makes us part of a | | | | customized...individual horoscope. The student's name |
| group and special. | | | | was at the top of the horoscope sheet. |
| For example, being the World's Strongest Man is | | | | He then asked everyone to read their horoscope (to |
| special, but not a niche, since there is only one. Not | | | | themselves). |
| very useful to a small business owner. | | | | He then had the students rate their horoscope |
| Being a human being makes us part of a group, but it | | | | according to how accurate it was in describing the |
| includes...well...everyone... and for our marketing | | | | individual student. Most were rated very highly. "That |
| purposes, not very useful. | | | | is me...exactly" was a common statement. |
| How about being a Fireman? | | | | Then Randi had the students pass their horoscope to |
| If your advertising headline starts off; "Attention | | | | the person next to them. |
| Firemen" | | | | All the horoscopes were the same. |
| That would work to grab attention...but only to a | | | | What does this prove? That horoscopes are rubbish? |
| very small group of people (firemen). | | | | Maybe. |
| When would you use the "fireman"" niche? When you | | | | But for our purposes, it proves that individuals are far |
| are trying to select firemen. And where would be the | | | | more similar than they are different. You can describe |
| only place you would do that? In a Firemen's | | | | a niche that will make a reader feel that you are |
| Magazine (I'm sure there is at least one.) | | | | talking directly to them...about their specific problem. |
| The marketing idea here is to attract a niche that | | | | For example, my headline that I currently use is "Dust |
| sounds very selective...but really applies to most of | | | | Allergies? Pet hair problems? Have we got a vacuum |
| us. | | | | cleaner for you!" |
| For example; "Pet hair problems?" | | | | Now, if you have dust allergies or pets that shed...this |
| At least half of us have pets...and 99% of them | | | | ad will grab your attention. And in audiences, I'll ask |
| shed. And it's always a problem. | | | | how many have dust allergies....40% of the room |
| "Too many bills?" | | | | raises their hand. |
| "Pay too much in taxes?" | | | | "Pets that shed?"....50% raises their hand. |
| "Do you work hard for a boss that doesn't give you | | | | So 90% of the room fits into the niche (actually 2 |
| credit for your efforts?" | | | | niches) that the headline targets. |
| "Are your customers too cheap to see the value in | | | | Did you get the last thing? You can create marketing |
| what you sell?" | | | | niche appeals to two or more niches in a headline. |
| "Are your health insurance costs insanely high?" | | | | This will work for any small business. |
| "Have you ever hung up on a tele-marketer?" | | | | That may actually double your readership. |
| "Ever get severe headaches...and you can't figure out | | | | Because here is the truth about advertising |
| why?" | | | | headlines........People always read the headline first. |
| "Have you ever thought something bad was going to | | | | And if your advertising headline doesn't force the |
| happen...and then it did?" | | | | reader to read the rest of the ad...you lost that |
| These are all examples of niche advertising headlines. | | | | reader...or listener, in the case of radio. |
| They read like the author is talking to you (if you are | | | | Appealing to a specific marketing niche in your |
| part of the group), but they include a huge number | | | | headline is called "Flagging". |
| of people. | | | | And 80% of what determines if your advertising is |
| Here is something you may find interesting...... | | | | successful, is the choice of headline. |
| As a test, author James Randi, went to a college | | | | |