Email inbox packed to the rafters.
Constantly scrambling to create new marketing campaigns and messages.
One of the most challenging aspects of working in a corporate marketing environment is finding the time to get everything done.
If you’re not careful, the day can quickly get away from you.
Because it can be so overwhelming, it’s important you adopt strategies that give you more time to get the important stuff finished.
Spending the right amount of time on the right tasks is vital and this is true in copywriting and marketing as much as anything else.
One of the questions I’ve learned to ask myself throughout my day is:
Is what I’m doing right now the most important use of my time?
I learned this technique from listening to Brian Tracy and I suggest you put it into practice when writing your marketing communications and copy.
The right amount of time on the right task
What is the most important use of your time when writing your marketing materials?
If you read last week’s issue, you know that headlines (email subject lines, white paper titles etc.) are the most important aspect of your copy, be it a case study, an email, a brochure or a banner ad. By the way, if you haven’t read last week’s issue, I suggest you go back and read it now.
Getting your headlines right is time very well spent.
Because you then have a better chance of getting your prospects and customers to read your copy and move closer towards that oh-so-important buying decision.
But exactly how much of your time should be spent on the headline?
Direct-response guru Ted Nicholas suggests 80% of our time be given to this task.
Ted also says 73 % of the buying decision is made with the headline (just look at his website homepage). That’s too significant to ignore, wouldn’t you agree?
Translate this little statistic over to nanotechnology marketing and you could say that 73% of the ‘take the next step towards a sale’ decision is made with the headline.
Yep, headlines are true 80/20 marketing. If you’ve never heard this term before, ‘80/20’ refers to The Pareto Principle which says that 20% of your efforts or tasks give you 80% of your results.
Put another way, you should spend 80% of your time on the critical 20% of tasks that get you the results you want.
And yes, the headline of a marketing piece falls into this 20%.
Writing the headline
Now, as a busy marketing manager responsible for selling cutting-edge nanotech solutions, the time required to practice writing headlines until your fingers are numb is in short supply.
To make things easier, and because I’m such a helpful guy, I’ve put together a little headline ‘cheat sheet’ for you. It includes a table of proven headline words that work well for marketing nanotechnology.
If you use this table and remember to write benefit headlines for your copy, you’ll save yourself a lot of time and frustration.
Regardless of how much time you have, it’s still a great idea to brainstorm a list of potential headlines when writing a marketing piece. Don’t come up with just one and call it quits.
So use the cheat sheet and the words in the table to list several headline ideas (ideally 20-25) and then narrow it down to the best one.
And if you’re ever stuck for a headline idea, consider using the words ‘how to…’ at the beginning. This is pretty much a catch-all phrase that can be used for any headline, especially email subject lines.
Next week, you’ll learn about the 5 things nanotechnology buyers want your content and copy to do. These are the most important points to remember if you want your prospects to seriously consider your solutions instead of your competition.
Look for it next Thursday.
All the best,
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