“LOSE HALF YOUR WEIGHT IN LESS THAN SEVEN MINUTES!”
“CLAIM YOUR FREE WORLD CRUISE BY FILLING OUT THIS QUICK SURVEY!”
“I’M GIVING AWAY A MILLION DOLLARS TO EVERYONE TODAY! CLICK HERE TO FIND OUT MORE! TERMS AND CONDITIONS MAY APPLY.”
I’m pretty sure that most sensible people would be instinctively repelled by such crude attempts to capture your attention. We can almost smell the odour of rotting spam emanating from every word and exclamation mark.
It’s taken just a couple of seconds for us to pass judgement on the companies that throw this type of headline in our faces;
They’re crass, they’re sensationalist, they’re not to be trusted, and we wouldn’t ever dream of conducting business with such a dubious outfit.
But can even a perfectly responsible and intelligent business owner fall into the trap of delivering a misleading headline to an innocent audience?
Just how do we know for sure when we’ve crossed the line with a damaging headline?
I recently had an unfortunate experience of my own with a slice of marketing content from a fellow business owner.
I was initially very interested and in great need of the services on offer. But I was immediately puzzled by the baffling dramatic headline which suggested that I could take full advantage of these professional services for just a tiny, tiny fraction of the amount that I was reasonably expecting to pay.
Could this be true? How would that work? The business must surely lose a fortune on every deal it makes! That couldn’t be right.