This post is the fifth in a series of excerpts from OneCoach CEO John Assaraf’s interview with Tony Rubleski, president of Mind Capture Group and author of Mind Capture: How to Generate New & Repeat Business in the Age of Advertising Overload.
Your marketing efforts should have a constant emphasis on headlines – the headline has got to sizzle. If you don’t have a headline in your messaging, you aren’t going got be able to get the attention – the mind capture you are seeking. Who’s going to read your message or listen to it if there’s no reason to hook them in a short window of time?
Let’s imagine a dry cleaner looking to grow the referral side of their business (the best form of marketing hands-down). Starting with existing clients is always easier than trying to convert cold prospects, and few things are easier than when people promote your business for you.
So the dry cleaner clips on a flyer to their customers’ dry cleaning with a headline that says, “How would you like to get your next dry cleaning job for free?” This is an example of a ride-along offer. So the headline prompts the customer to read the flyer, which says “Give us the name or the e-mail of someone that you know that would like to have great service, free pick up, delivery and save time.”
What has the dry cleaner done by having that gripping headline on that ride-along offer on the outside of the dry cleaning bag? They gone viral – they’ve given their existing customers incentive to refer their business, and they’ve made it easy to do. And the sizzling headline is the lynchpin that makes it work.
This article is written by OneCoach team!
