How to Choose a Marketing Company: Key #5: The Marketing Formula: Promise to Educate

Promising to educate is sometimes achieved through the headline, but more often is accomplished through a sub-headline. The major mistake most advertisers make is to just state how their product is wonderful. That’s not what potential buyers usually want to hear. Therefore, this will usually lower the interest of your prospect toward your product or service. Rather, people want to know how to make an informed decision. In most cases, they need and/or want to be educated about your type of product or service first. So, you write a sub-headline that promises your audience that they will find out if they continue to pay attention to your ad.

Let's take the examples in the Grab Their Attention section. For the insurance ad, you might say, “9 demands businesses should make to ensure they always have the lowest workers comp rate.” The tracking software ad’s sub-headline might say, “Discover whether route planning and vehicle tracking software is right for your business.”

Provide the above correctly and your potential prospects will be interested, focused and motivated to read further.

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