Giranimo.com
  Article Directory
Search:

Home | Internet Marketing


Giranimo.com Article Directory

How Headlines Help Build Credibility
By: Karen Purves

You can learn a lot from reviewing old advertisements. Sure, they make not be sophisticated but going back to basics is a good way to gain clarity on your own material.

Waterman's Fountain Pens advertised as an independent company for nearly 100 years before being taken over by Sandford who still have the brand today.

By taking an overview of the headlines, you can understand how they can support the positioning of your company. Building credibility takes time and this is why it makes sense to consider the long term impact of headlines on your website, brochures, direct mail and advertisements.

By keeping in mind where you want your company to be in three to five years, you can create headlines supporting that desired positioning.

Now, Waterman's used two types of headlines during their most successful period (1900-1920s). One was just the company's name. This was acceptable as they were well known and had already been in existence over 25 years then. In today's climate, this won't really work unless you have a well known, internationally recognisable brand.

Now what is more important is their use of the short headlines. Here is a selection:

1900s The most important part of your vacation outfit

1910s Simple, Reliable, Durable, Inexpensive and Guaranteed

1910s The tool of opportunity

1910s An expression of intelligent appreciation

1920s Try Waterman's before you buy

1920s A letter a day while you are away

1920s One of these will fit your perfectly?

In the 1910s, they also used one word headlines such as Speed and Self-Regulating.

The headlines highlighted what the user would experience if they used a Waterman's Pen or, relating to the aspirations of those using a Waterman's pen.

This approach is still valid today. By understanding the feelings of your market, you are able to appeal to their aspirations or the fears to grab their attention.

Dig out all your headlines. Read them in chronological order, what do they say about your business?

Is it congruent with how you are positioning in the market place?

By doing this review, you are able to understand what is being received. You are able to change the words, the tone and the feel of the headline to fit with where you want to be in the future.

Remember, by maintaining true to the long game, you are building the future each day with every headline and every piece of material.

Article Source: http://www.giranimo.com/articles

Karen Purves is a leading marketing expert working with business owners to build the business inside them. Her passion is marketing and making it work for others. Want to know more ways to have more clients? Sign up for the Get in the Know! ezine

Please Rate this Article

 

Not yet Rated

Click the XML Icon Above to Receive Internet Marketing Articles Via RSS!
Additional Articles From - Home | Internet Marketing
Sign Up for a free account or learn more.
Submit Articles
Member Login
Top Authors
Most Popular Articles
Submission Guidelines
Ezine Notifications
Article RSS Feeds
SFI
Empowerism
Host4Profit
Warrior Pro
Traffic Swarm

Are you smart enough to make money online? You could be...

Click here to get your FREE copy of "Dotcomology - The Science of Making Money Online" TODAY!

Link to Us
Privacy Policy
Terms of Service
Article Directory Software
Click here to download the exact software that powers this directory for FREE. Start your own article directory today!

Powered by Article Dashboard