Lure Them In

The dictionary defines the word lure when used as a verb as, “tempt (a person or animal) to do something or to go somewhere, especially by offering some form of reward”.

Lure can be a negative word, but whether it’s fishing, hunting, selling, or advertising, setting the bait is key to alluring or attracting what you are trying to capture.  

In advertising, we are attempting to attract and allure a specific audience.

Since the beginning of time, it’s been known that you only have one opportunity to make a good first impression and regardless of if it’s a fish, wild game, or humans, you don’t have very long to capture their attention. Equally, it doesn’t take much to scare them off.

Your advertising message faces the same challenge. What your ads say, how they sound, and how they are delivered in the first few seconds, dictates whether your potential prospects will tune in or tune out to your message, or continue to read the message. 

Reporters and authors have long known that the headline and the first sentence are what dictate whether the reader tunes in and continues with the rest of the story, or tunes out. In an effort to develop the all-important “creative hook” at the top of your ads on websites, many headlines end up with more “creative” than “hook”.  

In order to get the maximum effect out of your ads, we recommend you carefully consider the first few seconds of every ad, blog, text, email, or post that you create. 

Here’s a bonus tip.  Often, you will find that the best line of any ad or letter, or the best words/sentence, is in the middle.  When you find it, move it to the first line, or use it as the headline.  

To read the 8 power openings you can use to capture more attention for your marketing efforts, click here.