The Formula for Market Dominance™ Step 3:

Hold Attention

Promise to Educate

An effective headline will grab the attention of your target audience. Once prospects are captured by your ad's headline, they will spend a split second to determine if there is anything in it for them. To continue to hold their attention, you must immediately assure prospects it will be worth their while to spend time learning about what you offer. You can achieve this through your headline, but you may find it easier to accomplish this goal through a sub-headline.

Samples Headlines with Sub Headlines

Law Firm

Headline: 92 local attorneys refer their divorce cases to the XYZ Law Firm

Sub headline: Attorneys use these 10 criteria when choosing a family law firm to refer to. Shouldn’t you do so, too?

Garage Door Repair

Headline: How to prevent being ripped off and get a quality garage door repair at a low price

Sub headline: Five things you can do to prevent being cheated

Audiologist

Headline: I never thought it would be so easy to find hearing instruments that work great for me and are so effortless to wear

Sub headline: Discover 5 things we do to make sure choosing the best hearing aids for you is a satisfying experience

Kitchen Remodeling

Headline: Ten reasons why our customers can’t wait to show you their kitchens

Sub headline: 17 of our most recent customers say they would be delighted to show off their kitchens to you. Here's why:

Moving Company

Headline: 5,920 complaints were made against moving companies in LA County last year

Sub headline: Here' why the standards of ABC Moving & Storage will ensure you a smooth move

Forensic Accounting

Headline: Family law attorneys whose forensic accountants never miss deadlines should not read this ad

Sub headline: Three essential rules we follow that knock out all failures to meet deadlines

A Secret that Makes the Above Samples Work

Notice the above examples refrain from using platitudes, fluff or generalities. Rather, they state specifics. General statements are so commonplace and overused in advertising that people rarely become engaged when they read them. Actually, they are more likely to fall asleep! On the other hand, people respond well to specific statements. Why? Specifics paint a picture in peoples' minds and are more trusted. Thus, ads making distinct statements hold more people's attention and generate a greater number of leads and sales.

The Formula for Market Dominance Step 1

The Formula for Market Dominance Step 2

The Formula for Market Dominance Step 3

The Formula for Market Dominance Step 4

The Formula for Market Dominance Step 5

The Formula for Market Dominance Step 6

The Formula for Market Dominance Step 7

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