Copy is always the most important part of any marketing campaign. Pictures attract attention but unless you are Old Head or Pebble Beach, it’s words that motivate people into action. Studies show that 95% of people who land on a web page will read the headline!
Whether they read anything else (such as your sales pitch) depends entirely on how good your headline is. Think of your headline as your ad for your sales copy!
The difference between a total flop and a Legendary Marketing campaign can often be a single sentence, sometimes just a few words. The stunning difference your headline can make to the success of any ad, letter, script, brochure, email or website cannot be overstated.
Few people outside of the very top echelon of direct marketing circles, including most ad agencies and copywriters, have any idea how to write compelling headlines.
Compelling headlines are the ones that actually get the reader to read your sales message and therefore, get to the part where they might choose to BUY YOUR PRODUCT or SERVICE! Such headlines alone can easily increase your response by 500-1000% or more!
Dead Before You Start
Instead of crafting compelling headlines, most people in the golf industry opt for headlines that are cute, catchy or very often, just a corny play on words. In the process, they throw millions of dollars down the drain because if your headline does not hook the reader right in, the rest of your message will NEVER GET READ!
I am truly shocked by the number of clubs that squander their most valuable website real estate with a headline like: Welcome to Our Club!
Or some cute and meaningless saying like We Are A Hidden Gem!
Use your headline to sell your strongest features:
The Best Membership Value in Florida!
The Most Beautiful Wedding Location in Scotland!
The Best Practice Facility in Orlando!
How about these impotent headlines from some major golf real estate developments, all spending millions on marketing:
A Hole in One
(The lack of originality, or reason, for a $100 million new resort, using a headline that bad is staggering!)
Excellence and Luxury!
(Hmmm, I bet they have great service too?)
The Next Great Destination!
(Three places are claiming that compelling distinction)
Use your headlines on every page of your website (and all your collateral) to motivate your reader to keep reading …..
Play Golf in Under Four Hours or Your Money Back!
Become a Member at Cross Creek Golf Club Now and Take a FREE Golf Vacation on Us, at One of America’s
Most Beautiful Golf Resorts! (A $2500 value)
Take Lessons Today and Enjoy the Game More!
Improve your Headlines Improve Your Response!
For more information on increasing your websites response, please visit