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Go To Work In Your UNDERPANTS! by: Neil Moran A Step-By-Step Guide for creating imaginative order pulling adverts for both on and offline marketing OK, let's get started! Rule One - The Headline The headline is without doubt the most important part of your advert, that big chunky text at the top of your ad, if this doesn't grab their attention then you've lost a potential customer/sale. The sole function of your headline is to get the readers attention so that they will read the rest offer your offer, right? That's obvious, but pick up any newspaper and take a look at the classified section and look at all those lousy headlines :- Increase Your Sales Today Beat Inflation The above headlines hardly make you want to read on, do they? In fact they'd be lucky to get a second glance. Let's say, for example, you was trying to promote a book about working from home on the Internet, what would be a good imaginative headline? Learn How To Work From Home On The Internet Yawn!...Boring! Not exactly imaginative is it? Or Go To Work In Your UNDERPANTS! Hhmm....No prizes for guessing which headline would get their attention! Rule Two - The Sub-heading With the sub-heading you should just give the reader a couple of lines of text to draw them into the main body of your advert, such as:- Millions of people all over the world are making a fortune working in their underpants! Discover how YOU can do it too. Now they've just got to read on, I haven't even mentioned the Internet yet, I'm pretty sure they'll want to know what I'm talking about. Rule Three - The Body Text The body text of your advert is where you have the chance to '˜sell' the reader your product, it's time to make that sale! This is where a lot of people blow it, instead of concentrating on what benefits the customer can gain from their product or service they just ramble on how good their company or product is. For example, for the Internet book I could write:- 'I've been marketing on the Internet for over 20 years, last year alone I made over £'250
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