The Chronicle’s Business blog

An advertising copywriter we know sent us an email recently headlined “Why they have eating dogs for the anorexic.” It’s a joke, of course, but he used it to suggest two ways to improve your advertising:

1. Don’t try to be funny. Just because you find something funny, doesn’t mean your prospects will. Worse, they might think your joke is truly offensive. This certainly won’t get them calling or buying.

2. But … your email subject line or ad’s headline has one job: to get your ideal prospects reading. The best headlines usually use one or both of these:

• A benefit to your prospect.

• News of something new, improved, more efficient and just right for them. Yet using words that shock or surprise can attract those you want to sell. For example, his email’s subject line could have been: “2 tips to improve your advertising copy.” It could have been: “Be careful or the joke’s on you.” I like: “Wanted: A good massage dog.” Humor aside, ask yourself: Who is most likely to want or need its product or service? Describe them in detail. How old they are. Their income. Were they live. Where and how they make buying decisions. Ask a few of your best customers to read your copy and comment on it.

For a complimentary electronic copy of “Uncover Your Inner Sales Genius” email JerryBellune@yahoo.com

Copyright 2018, The Bellune Co., Inc.