You may remember, earlier this month, I offered to explain my unique "momentum marketing" strategy in a one-on-one conversation with anyone on my lists. Requests for the 15-minute conferences spanned three continents, giving me an opportunity to speak with business owners from around the globe.

As you might expect, I saw a lot of marketing copy during the conferences. And, in some cases, I gave quick critiques because the same mistakes came up again and again.

Today I'm sharing with you one of those common mistakes that you can quickly correct.

First, think back to the last time you read a newspaper or magazine. Did you quickly scan the publication to find something that piqued your interest? Or did you start in the upper-left corner of the first page and force yourself to read every word until you finished all the articles?

If your habits are similar to most readers, you skimmed until you saw a collection of words that grabbed your eyeballs. In most cases, the "eyeball-grabber" was a headline or title.

Your prospects perform the same evaluation when reading your marketing materials. The only difference it they scan at a much quicker pace.

The mistake I continuously see is marketing materials with headlines or titles that only state a company name, a product/service name or some type of unoriginal "welcome" message. Worst yet is a marketing piece without anything that resembles a headline or title.  

Your marketing piece must clearly explain the biggest benefit your prospects will receive when using your product/service.

If you make this information the first item your prospects see on your website, direct-mail letters, brochures or even e-mails, I promise you will get more responses.

When you don't display the biggest benefit(s) of your product/service, the rest of your marketing copy becomes invisible because your prospects won't read anything that doesn't immediately attract their attention.

Please feel free to share this e-mail with the people in your network.

Sincerely,

Tom Trush

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P.S. As the end of the year draws near, I want to thank you for your support in 2009. Your feedback and success stories are the driving force behind the new articles you see every week.