Me before You

Me Before You

When you are crafting an ad, the tendency is to start with yourself. The headline announces your company in big, bold letters. I’m sorry to tell you this, but that does not grab the attention of the target audience. What grabs their attention, just as it does for everyone, is to start with me.

The headline should address the concerns, needs and wants of the audience. In short, it answers the question, “what’s in it for me?” Have you noticed how the retail ads from large and well respected companies rarely start with their name? The ads start with: Sale; Weekend Sale; Biggest sale of the year.

With well-honed brand recognition, why not start with the company name?

Here’s why. We are all concerned about saving money. And the word sale directly implies saving money. By starting with “what’s in it for me,” you have my attention. Only then does the ad tell me who and what and where.

Have you ever heard this advice for a first date: Talk less, listen more. We love talking about ourselves. We are flattered when someone wants to know things about us. When we listen to the concerns of another, they are instinctively drawn to us.

The same thing will happen when your ad starts by addressing the question “what’s in it for me?”

Find out what motivates your target audience to contact you, then make that your headline. By starting with me, your audience will get to you.

Better yet, let me help you craft your next ad campaign. Simply pick up the phone and give me a call: 847-878-2444

Bruce Grabowski
B&G CopyWriting
532 S. 2nd Street
West Dundee, IL 60118