Sep 01 2007
Nobody Is Ever Bored Into Buying Anything…
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Millions of restaurants are trying to sell exactly the same things you do…
Read that sentence again and let it sink in for a moment…
With so many other restaurants offering “great food” and “great service”, (regardless of whether it’s true or not) how are you going to DIFFERENTIATE your restaurant from all the rest?
How can you come up with new and interesting angles that will capture the attention and imagination of potential customers?
If you don’t mind being just like every other restaurant you can stop reading now, just continue to copy and keep talking about the same thing they do.
However, if you want to be really successful you must find ways to get noticed. You must make sure you stand out from the crowd, not follow, copy or emulate it.
How do you get noticed? You MUST BE BOLD, you must seek and find ways to be different. There’s no other way.
Just think about it a moment: I’m a regular “Diner Dan”, I’m looking for a new and exciting dining experience, I consider I work hard for my money, and I deserve a great dining experience in exchange for my hard earned dollars. On looking through the local newspaper, or whatever, I see two headlines:
Headline 1. says: Great Food and friendly service (YAWN)
Headline 2. says: The 6 reasons 2003 diners returned to eat at …your restaurants name… last week.
Recently. we tested this, the first headline got 3 responses, and the second got well over 60.
The difference? Well, the first one is a totally bland headline, and the second one is bold, and makes a very specific claim. It has an implied promise in it, that is, if all these people enjoyed themselves, you will too…
Before you spend any of your money on expensive Advertising, as you write your headline, ask yourself these three questions:
1. If a reader saw this headline as they skimmed through the newspaper, would it grab their attention because it was DIFFERENT from all the others?
2. If you were to see this headline would you be interested?
3. If you were looking for somewhere new to dine, would the words you have chosen, convince you?
If the answer to these questions is No, go back and rethink your headline.
Merely writing a headline that people have read a million times before is a waste of your time and Advertising money.
Be absolutely assured, If they don’t read your headline, they wont read your add, they won’t know who you are, and they won’t know where you are.
