In your print advertising, you need to avoid meaningless blurb that says nothing…

Here are some utterly useless headlines that I have gathered over the years:

"Make Suzy Smile: (They wanted you to place an order and make their cleaning lady smile!).

"The PX 147 Is Better"

S'EVIL - We Turn Them Around!

Someone with 'money to burn' paid a small fortune to have this last one plastered on billboards throught my state a few years ago. Personally, I thought it was irresponsible for the people concerned (a charity) to distract a drivers attention with such a utterly stupid advertising campaign.

Now - if you want RESULTS for your print advertising and marketing, here is a much better alternative…

The 'Open Loop'

Would you like to know purpose of the first line in every good sales letter?

I thought so.

Keep reading and I'll tell you…

It is to get your prospects to read the next line and so on and so forth until they reach the very last line and take action.

"Yes Chris - but how do you do that?"

Well, I have just done it to you. (three times!)

OK I'll tell you more…

I don't know who first use the term 'Open Loop' but this is what I mean by it in relation to marketing:

Your headline (and indeed all your sales copy) must create an 'Open Loop' in your prospects minds. Something that grabs their attention and makes them say; "OK I'm interested, tell me more…"

Here is a Great Example You Can Use…

Last year, on a very busy day, I received a sales letter in the mail.

I really did not have the time to read it because I was already running late for an important meeting.

Then I saw the headline…

"You Don't Know Me I Realize… But I Want You to Read This BEFORE It's Too Late…"

It IMMEDIATELY created an 'Open Loop' in my mind!

• Who was this person?
• What was the information they wanted me to read?
• When would it be too late?

I read the letter and the individual concerned made a very well-deserved sale (a years subscription to his newsletter)

Are YOU using the 'Open Loop' technique in YOUR sales and marketing? Perhaps you should give it a try…