In the past month of visiting clients, I have taken particular notice of lots of fliers in centers. Most of them have headlines that start with the name of the center. Others have only day, date, time and price of the specific event or program they are promoting. Hardly any had a clear benefit to the customer or a clear call to action.
Your headline should be about BENEFITS to the customer, not about YOU!
Here’s an example of an existing headline:
Headline: Happy lanes announces its all new 10 for 10 league
Subhead: Program starts January 23 at 8pm; just $10 per week
Here’s an example of a benefit headline
Headline: Here’s how to get all the bowling fun you want in just ten short sessions. Join now!
Subhead: If you don’t have a lot of time, this program is for you
See the difference?
The second headline goes to the target’s obstacle and ergo its benefit. its a short 10 week season that provides the benefit of FUN!
The second thing the headline does, it asks for action (“Join Now!”)
If your flyer or ad is more about you and how modern your center is or how many charities you support than it is about the benefits of the program, you have an EGO flyer and one that probably won’t sell much.
Your flyer has one purpose: to tell people all the benefits of what your program offers and why they need to act now to get it.
If you want a quick lesson in this, just tune into a late night infomercial and watch how they verbally hit you over the head with all the benefits of the product they are selling. And then offer you other benefits if you buy now!
OK, here is your homework. If you don’t have an ad strategy that gets people to take action now, then review all of your fliers and online ads. Whittle the ad down to what matters to the buyer.
Always ask this question; “why should I, as a buyer, buy this program, over all the other options out there? WHY?
Everything else is delicatessen.