Do not underestimate the importance of strong copy and do not overestimate the importance of graphic design when creating marketing communications materials for your brand. Focus on the message, not the image. People choose substance over style -- regardless of what your ad agency might be telling you.
An effective headline is critical.
The headline:
- Attracts attention
- Communicates a strong benefit or your most compelling one
- Appeals to the self-interest of the reader. It answers the question, "What's in it for me?"
- Sets the tone for the offer
- A headline acts like a marquee does for a movie theatre and selects the right audience
In short, to effectively convey your brand,
Say the right things
to the right people
in the right way
at the right time, and
do it consistently over time and
across many different communication channels.
Then you are on your way to to effectively telling the right audience about why they should prefer you brand over every other brand in the category.
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