Real Tax Business Success
Lesson - 29
The Most Important Part of Any Message:
How To Make A “Killer” Marketing Message
Author: Chauncey Hutter Jr.
It’s the headline, and if you don’t get that right…well may as well not even play.

See, the whole point of the headline is to get people INTO the rest of the message. Fail that, and you’re sunk.

When I do ad critiques for Members and personal consulting clients, the headline or headlines they use in their ads start out needing improvement. (But these ads are better than the ones that don’t have a headline all together!) The headline is THE first part of the ad I look at to see if I can help make it better. 

Usually, I’ll email back a couple of different examples of headlines that I would suggest them using. In a lot of cases (I know from talking with them during follow up conversations in the next few weeks or after tax season), my client will say that the headline worked and increased the response of the ad. 

I’ll then say, “What headline did you choose?” And then they will tell me the headline and it’s many times a “shortened down version” of what I told them to do. 

The client complains the headline was just too long. They thought having a headline three lines long (or more) was just too much. They wanted the standard four or five word (maybe a line or a line and a half) headline. 

Let’s get to this point now rather than later. The LENGTH of the headline doesn’t matter. What matters is response. 

If you get better response from a long headline, then use it. Same with the really short ones. (Sometimes one or two WORD headlines can be very effective.) 

The headline you choose could read either way. Both ways would grab attention. 
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Short headlines or long don’t matter. Just make sure you get attention and pull the reader into the copy. (That’s the ONLY job of the headline -- to get you to the next line.) 

Don’t worry if you think a long headline (or short one) “looks” weird. That’s not the point! (If it looks weird to you, it might grab attention that much better!) .

Here’s a great tip about headlines…don’t feel the need to re-invent the wheel!

There are formulas for headlines that have worked over and over through the years, selling millions and millions of dollars worth of different products and services. Everything from soap to major industrial equipment and tax services to stock options. 

And the common denominator with all of these famous promotions is they are all using the same types of formulaic headlines! I’ll say this again, too. Don’t go out and try to get cute. You do not have to re-invent the wheel here. Just take the same style formula that has worked for some other industry and apply it to the tax business like I’ve been doing for years! 

Look at these examples of a headline formula, famous “proven” headline and then application to the tax industry:
1)  WARNING: ______________ . 
Warning: Your “Corporate Shield” May Be Made Of Tissue Paper -- 9 Ways You Can Be Held Personally Liable For Your Business’ Debts, Losses, or Lawsuits! 

WARNING: Your Tax Return May Have Been Filed INCORRECTLY Last Year! Discover The 5 Most Common Errors Taxpayers Made Not Following The New Tax Laws And How To Keep Uncle Sam From Catching Them! 

2)  _________ WAYS TO ____________ . 
99 Ways To Increase New Client Flow! 

17 Ways To Keep The IRS Off Your Back For Good! 

3)  IF YOU ARE ______________, YOU CAN ______________ . 
If You Are A Nondrinker, You Can Save 20% On Life Insurance! 

If You Have A Federal, State or Local Government Job, You Can Get A 25% Discount Off Your Tax Preparation Fees By Coming Into My Office Before 2/28!

By following formulas that have a proven track record, I’m cutting down on my “unknown variables” that sometimes sabotage a marketing campaign. 
Chauncey Hutter Jr.
Tax Marketing Expert
Chauncey Hutter, Jr, is a best-selling author and leading marketing consultant and success coach to the tax industry. Mr. Hutter grew his father’s $50,000 per year tax preparation business to a multi-million dollar empire with 24 locations, 400+ employees and over 27,000 tax clients all coming from his marketing campaigns. 

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