{"id":325,"date":"2011-12-27T07:49:08","date_gmt":"2011-12-27T12:49:08","guid":{"rendered":"http:\/\/www.martialartsprintshop.com\/?p=325"},"modified":"2011-12-27T07:49:08","modified_gmt":"2011-12-27T12:49:08","slug":"the-anatomy-of-an-ad-headlines-pt-2","status":"publish","type":"post","link":"https:\/\/napmamembers.com\/go\/marketing\/the-anatomy-of-an-ad-headlines-pt-2\/","title":{"rendered":"The \u201cAnatomy\u201d of an Ad: Headlines pt.2"},"content":{"rendered":"<p><strong>The \u201cAnatomy\u201d of an Ad: Headlines pt.2<\/strong><\/p>\n<p>Last time we identified that our headlines should do 1 of 3 things:<\/p>\n<ul>\n<li>&#8211; Solve a Problem a Prospect may have (or answer a question)<\/li>\n<li>&#8211; Promise a Benefit<\/li>\n<li>&#8211; Create Curiosity or Interest (Use VERY sparingly!!)<\/li>\n<\/ul>\n<p>I thought we\u2019d discuss some Marital Arts School specific examples of these.<\/p>\n<p>Solve a Problem (or answer a question):<\/p>\n<p>\u201c<em>Parents\u2026..Did you know, over 4.4 MILLION Children age 4 to 17 have been diagnosed with ADD? Discover a PROVEN formula to give your child LASER BEAM focus and Concentration<\/em>!\u201d<\/p>\n<p>This headline would speak to a parent who may be concerned about the focus level of their child. If you were this parent, would this headline get your attention?? Would you be compelled to find out about this Proven formula??<\/p>\n<p>Another Example:<\/p>\n<p>\u201c<em>Feeling \u201cBloated\u201d after the holidays?? Would you like to watch 15 pounds melt off your body while having a BLAST and learning to defend yourself<\/em>???<\/p>\n<p>Again, I\u2019ve clearly identified \u201cwho\u201d I\u2019m speaking to, and exactly what problem I can solve for them.<\/p>\n<p>Promise a Benefit:<\/p>\n<p>\u201c<em>I can Give your child Unshakable Self Esteem, Laser Beam Focus, and \u201cMake you proud\u201d Courtesy beginning in the first FREE session\u2026.GUARANTEED<\/em>!\u201d<\/p>\n<p>Obviously here I\u2019ve promised 3 benefits. I\u2019ve also \u201cGuaranteed\u201d results for the parent.<\/p>\n<p>While you may have to \u201ctranslate\u201d these benefits to your particular school or your personal objectives, you can use this formula as a model.<\/p>\n<p>For all intents and purposes, a Martial Arts School Owner should stick with these 2 strategies (Solving a problem, or promising a benefit), the third one (creating curiosity or interest) we have to be very careful with because, again, we\u2019re not Coke or Pepsi, and we\u2019re not Nascar or Indy, we don\u2019t have multimillion dollar budgets.<\/p>\n<p>In many cases the average small business owner gets sort of caught up and entwined in trying to make creative advertising and trying to make the next \u201cclever\u201d three word headline that attracts everyone\u2019s attention, when in reality we need to stick to the basics and in reality we need to make a compelling headline. Something that causes interest in the reading but isn\u2019t exactly the next Iphone ad that is just the catchy tune that gets your toe tapping to, something that would create interest could be something sensational, it could be something strange or odd or different, but again we have to be very careful about this.<\/p>\n<p>To repeat, the three primary focuses for a headline are number one to answer a question or solve a problem that a prospect may have, number two to promise a benefit to a prospect, and number three would be something that creates interest or creates curiosity. And again, using number one and number two are highly preferred and if we can find a way to integrate number three into a number one or number two we\u2019re much better off.<\/p>\n<p>A great exercise in this and really a good way to get your perspective and to get an objective perspective on this is to literally take a trip down to the newsstand or the local shopping center or whatever the case may be to find tabloids, newspapers, magazines, things like that. You look at the average magazines you\u2019ll find formulated headlines and I\u2019m going to give you the resource to be able to see these headline formulas, and one for an example is I\u2019m looking at right on front of me on my desk is a Men\u2019s Health magazine, and Men\u2019s Health magazine is a highly circulated magazine and it\u2019s pretty good, it\u2019s got a lot of valuable information for the reader, but it also is chocked full of advertising, and one headline that you\u2019ll see on almost every magazine of its ilk in health and in fitness and in those type of niches is the:<\/p>\n<p>\u201c10 reasons you get sick\u201d \u00a0this is a \u201cformula\u201d headline.<\/p>\n<p>You make a \u201cblank\u201d formula like:<\/p>\n<p>\u201c __________ Reasons you ___________\u201d or \u201c_______ Reasons your children _________\u201d<\/p>\n<p>You\u2019ll then fill in the blanks with your benefits, and you\u2019ll have some pretty strong headlines!<\/p>\n<p>Another example is<\/p>\n<p>\u201cthe 10 Ways to a Thinner Waist\u201d or \u201c3 Secrets to Washboard Abs\u201d, or 5 Simple Solutions to Eliminating Skin Blemishes\u201d<\/p>\n<p>These are ALL EASY formulas to model for your school!<\/p>\n<p>So those are some formulas that you should be thinking about and looking at. Another piece of magic that makes formula work very well is the quantification, whenever you, in a direct response piece, quantify what you\u2019re going to say or quantify what you\u2019re saying, for example the 6 secrets to increasing your stamina, by putting a number there it sort of psychologically lends credibility to your argument and lends a certain sense of legitimacy to what you\u2019re saying just because you\u2019ve quantified it. In the prospect\u2019s mind they\u2019re sort of saying to themselves, this is a subconscious conversation, if there are 6 secrets, okay I can quickly check and see if there\u2019s 6 and see if this person is being honest with me, so that\u2019s sort of the conversation that\u2019s going on in their mind. The other part is, wow I didn\u2019t know there were 6 things I could do, that\u2019s more things than I thought without ever gaining a pound.<\/p>\n<p>Just keep in mind, the main purpose of the headline is to compel the prospective customer to read the first line of the body copy.<\/p>\n<p>The first line of body copy\u2019s purpose is to get them to read the second line.<\/p>\n<p>And the second line\u2019s purpose is to get them to read the third line, etc., etc.<\/p>\n<p><strong>**Article Provided By NAPMA, The National Association of Professional Marital Artists, the Martial Arts Leaders in Helping School Owners Add $150,000.00\/year to Their Personal Income With Their Martial Arts School.<\/strong><\/p>\n<address>**<strong>Need help accelerating your martial arts marketing results<\/strong>, or martial arts business growth? Check out NAPMA the National Association of Professional Martial Artists. They are the industry leaders in helping martial arts school owners build the business of their dreams!visit:\u00a0<a href=\"http:\/\/www.napmafreeoffer.com\/\" target=\"_blank\">www.NapmaFreeOffer.com<\/a><\/address>\n<p>Current NAPMA Members also receive discounts on all MartialArtsPrintShop.com products and services.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The \u201cAnatomy\u201d of an Ad: Headlines pt.2 Last time we identified that our headlines should do 1 of 3 things: &#8211; Solve a Problem a Prospect may have (or answer a question) &#8211; Promise a Benefit &#8211; Create Curiosity or Interest (Use VERY sparingly!!) I thought we\u2019d discuss some Marital Arts School specific examples of&nbsp;<a href=\"https:\/\/napmamembers.com\/go\/marketing\/the-anatomy-of-an-ad-headlines-pt-2\/\" class=\"read-more\">Continue Reading<\/a><\/p>\n","protected":false},"author":1,"featured_media":527,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-and-tips","cat-3-id"],"publishpress_future_action":{"enabled":false,"date":"2026-05-05 14:52:45","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/posts\/325","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/comments?post=325"}],"version-history":[{"count":0,"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/posts\/325\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/media\/527"}],"wp:attachment":[{"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/media?parent=325"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/categories?post=325"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/napmamembers.com\/go\/marketing\/wp-json\/wp\/v2\/tags?post=325"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}