Comments on: Benefit Headlines Don’t Work

By: Ian Brodie

Ian Brodie — Tue, 16 Dec 2008 01:23:51 +0000

I’ve come to this debate very late (thanks to a link from Mailchimp) - but note that much of what has been said here about a jaded attitude to benefits statements in advertising applies equally to the use of benefits in my own field of face-to-face selling.

We should bear in mind though that we in the sales or copywriting professions are probably rather more jaded than our target customers - after all, we’ve seen many times more ads than they have. So at the end of the day, it’s only the raw had facts of testign that can guide us to the truth.

Ian

By: David Grebowd

David Grebowd — Wed, 07 May 2008 21:36:16 +0000

Clayton cleared up a lot about “Dominant Emotion” and “Benefit” driven headlines for your ads.

I just wanted to add my list of FACT-BASED Headlines specifically for email subject lines. If you use email to get people TO your ads, if they don’t open them, then emotion or benefit-driven becomes moot.

Plus I find that using the FACT-BASED header as a third way to get your direct response emails opened, ads read, and help people enter the sales funnel works as well

Note: ALL of the following have worked and generate the best attention-getters and open sesame commands I have found and tested. Try one and see how it works for your next email and corresponding direct response piece:

1. [COMPANYNAME] Sales & Marketing Newsletter
2. Eye on [COMPANYNAME] Update(May 31-June 13)
3. [COMPANYNAME] Customer Testimonials
4. [COMPANYNAME] May 2008 News Bulletin!
5. [COMPANYNAME] Newsletter - February 2008
6. [COMPANYNAME] Newsletter - January 2008
for [ *|FNAME|* *|LNAME|* ]
7. [COMPANYNAME] and [COMPANYNAME] Invites You!
8. Happy Holidays from [COMPANYNAME]
9. ATTENTION [COMPANYNAME] Members-Only!
10. ATTENTION [COMPANYNAME] Readers!!
11. Invitation from [COMPANYNAME]
12. [COMPANYNAME] May/June 2008 Newsletter
13. Website news - Issue 3 - [COMPANYNAME]
14. Upcoming Events at [COMPANYNAME]
15. [COMPANYNAME] Advisors: Letter of Interest
16. Coffee Xchange - [Company]-[Disaster]Update
17. We’re Throwing a Party!
18. May 2008 Newsletter - Your Choice…
19. [COMPANYNAME]: 05.10.08 Company Newsletter

Obviously many of these are opt-in and from a company. But ANY [COMPANYNAME] works, especially if it has an Inc. after it. These are meant to get you thinking about a third TEST after the dominant emotion or benefit-driven headline that Clayton Makepeace and Carline Anglade-Cole talk about. The SKEPTICAL … but CURIOUS.

Enjoy and Learn!
David Grebow
www. davidgrebow.com

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