Competitors' Lessons Introduction Graphics Headlines Other Elements ----Type ----Logo ----Prices ----Ad Size ----Run Dates ----Coupons ----Overall feel Take our ad effectiveness course. Learn what you need to know to get a great response the first time you run. Just $59 • Get more readers seeing your ad • Get more readers reading your ad • Get more readers responding

Our online course offers a reliable approach to creating headlines that will maximize the number of target customers seeing and reading your ad. Again, if you're "lucky" enough to have major competitors who have already analyzed their target customers, then looking at what their headline contains can provide some insight into what to include in your own.

"But my business isn't really like my competitors," is a concern we occasionally hear voiced when we discuss this topic during our live strategy sessions. "Sure, we sell the same things, but I'm good at service while their advantage is clearly price. So shouldn't I be taking the opposite approach with my headlines?"

This is a common misconception. Even if your major competitors sell their products differently, you shouldn't make the mistake of thinking that your advertising must be dramatically different, too.

As long as you and your competitors are trying to attract the same customers, then their headlines can offer expert insight into what makes these target customers respond to one ad over another.

This means if their headline discusses savings and selection, it's a pretty good bet that's what their research has found motivates target customers to respond. Logically, then, your ad would do better to address these issues in the headline. This would be the case even if these aren't your top two strengths.

To illustrate and take this a step further, let's say you outshine your competition in the service area. Traditional advertising approaches would tell you to lead with that in your headline. But after examining your successful competitors, it may become clear that while your target customers appreciate good service, most don't appreciate it enough to pay significantly more for it or to settle for poor selection.

We would recommend a headline that presents the benefits in the order that the target customer cares about. So instead of communicating that you are nothing like the big discount chains, consider saying you are just like them--you have great prices and selection--and you offer superior service, too. This is often the case for many businesses for which we develop strategies, and is one effective way of competing with large chain stores.

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