Every once in awhile, a friend or acquaintance asks me to take a look at their website and give them feedback.
I check. I don’t give in-depth feedback but will offer a couple of tips.
Recently this happened with an old high school buddy, “Karen.”
She was all excited because she just launched a website for her new creative venture.
So I took a gander at Karen’s website.
It’s a business that offers art classes.
Except I had to figure that out.
The home page didn’t really clarify things for me.
In fact, the headline said this: “Who and what are we…?”
Hmmm. A real head-scratcher.
There are several issues with this type of a headline. None are good.
My response to Karen: “This is what I call a ‘me-focused’ headline. Instead, use a ‘you-focus’ headline. You actually already have a usable line in your body copy: ‘Reconnect with your inner creative self.’”
I explained that putting the focus on the potential customer would make a better impression.
Another suggestion I made was to lightly touch on an easy registration process, flexible class schedules, or anything else that could benefit her perfect customer. After all, a lot of people feel rushed in life and with little time to even think of expressing themselves – let alone do something about it.
Also, there is no sense of urgency with this headline.
Nothing flags a person down to say, “Hey! Stop right now and read this!”
Karen informed me that they’d keep the current copy because “we are a new concept, new company, and new to the area so we do have to explain ourselves a bit.”
I really wanted to say “But you really didn’t explain yourselves. Not clearly enough. And you didn’t frame it in a way that would offer value to your target audience. At least not at first. First you have to nail the market’s need. Then loop around to connect it to what you’re offering.”
I really wanted to say that but didn’t.
She simply asked for an opinion. I gave it.
Her choice whether to take it seriously (or not).
It’s a good reminder that no good deed goes unpunished.
You might do something that’s intended to help a prospect or client but it’s not received well.
Or your message gets botched up. It happens.
It’s why it’s important to first understand your target market, your audience, and your perfect buyer. When you understand your market, then creating a great headline is much, much easier.
Such topics come up in my private Facebook group.
What? You didn’t know I had a private Facebook group?
Well it’s a bonus when you get “The BIG Marketing Idea Book.” We talk about ideas, marketing copywriting… all sorts of fun stuff.
Why not take the #300 IdeasChallenge? It’s your own little guarantee that any good deed you dream up will be rewarded.
Your good deed girl…
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