Headlines are the single most important part of any ad. And one of the most powerful ways to grab someone's attention with your headline is if it applies directly to them and their problems.
What is a niche? For our purposes, a niche is anything that makes us part of a group and special.
For example, being the World's Strongest Man is special, but not a niche, since there is only one.
Being a human being makes us part of a group, but it includes...well...everyone… and for our marketing purposes, not very useful.
How about being a Fireman?
If your headline starts off; "Attention Firemen"
That would work to grab attention...but only to a very small group of people (firemen).
When would you use the "fireman"" niche? When you are trying to select firemen. And where would be the only place you would do that? In a Firemen's Magazine (I'm sure there is at least one.)
The idea here is to attract a niche that sounds very selective...but really applies to most of us.
For example; "Pet hair problems?"
At least half of us have pets...and 99% of them shed. And it's always a problem.
"Too many bills?"
"Pay too much in taxes?"
"Do you work hard for a boss that doesn't give you credit for your efforts?"
"Are your customers too cheap to see the value in what you sell?"
"Are your health insurance costs insanely high?"
"Have you ever hung up on a tele-marketer?"
"Ever get severe headaches...and you can't figure out why?"
"Have you ever thought something bad was going to happen...and then it did?"
These are all examples of niche headlines. They read like the author is talking to you (if you are part of the group), but they include a huge number of people.
Here is something you may find interesting……
As a test, author James Randi, went to a college classroom to conduct an experiment.
He had everyone in the class fill out a form so that he could do an "individual horoscope" for everyone in the class.
The class handed in their questionnaires. The next day, Randi handed out everyone's customized...individual horoscope. The student's name was at the top of the horoscope sheet.
He then asked everyone to read their horoscope (to themselves).
He then had the students rate their horoscope according to how accurate it was in describing the individual student. Most were rated very highly. "That is me...exactly" was a common statement.
Then Randi had the students pass their horoscope to the person next to them.
All the horoscopes were the same.
What does this prove? That horoscopes are rubbish? Maybe.
But for our purposes, it proves that individuals are far more similar than they are different. You can describe a niche that will make a reader feel that you are talking directly to them...about their specific problem.
For example, my headline that I currently use is "Dust Allergies? Pet hair problems? Have we got a vacuum cleaner for you!"
Now, if you have dust allergies or pets that shed...this ad will grab your attention. And in audiences, I'll ask how many have dust allergies….40% of the room raises their hand.
"Pets that shed?"….50% raises their hand.
So 90% of the room fits into the niche (actually 2 niches) that the headline targets.
Did you get the last thing? You can create appeals to two or more niches in a headline.
That may actually double your readership.
Because here is the truth about headlines……..People always read the headline first.
And if your headline doesn't force the reader to read the rest of the ad...you lost that reader...or listener, in the case of radio.
Appealing to a specific niche in your headline is called "Flagging".
And 80% of what determines if your advertising is successful, is the choice of headline.
Author Resource:
Small Business Marketing and Local Advertising expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can purchase the book for $19.95 at http://www.claudewhitacre.com. You can also download your Free copy of the complete book at http://local-small-business-advertising-marketing-book.com
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