This week’s tip is the first of two tried-and-true, never-fail, classic marketing MUSTS!

Every piece of marketing material you create....MUST HAVE A HEADLINE.

I can’t state it strongly enough. You have to give your reader/listener/looker a reason to keep on reading, or listening, or looking at the rest of your message.

Whether it’s a postcard, a letter, a display ad, a TV commercial, a classified ad, a brochure, an in-store sign, a billboard (which is nothing but a headline, really!), a radio ad, or an e-mail, it should have a headline. Do yours?

E-mail is a great example. The “subject” line is the headline of your message. Write a good headline, and the recipient is likely to open the message and keep reading. A bad, boring, or non-existent subject line.... Well, what do YOU do with those messages?

So, what makes a good headline? Find out next week when we give the second of our tried and true, never-fail, classic marketing MUSTS.