Is your marketing program losing steam? Is it underperforming? You may not think its a major problem for you right now but if you settle for mediocre results it will be. You need to jumpstart your program and get results quickly. And that can sometimes be done with a simple change to the way you write your headlines. If you are stuck with stale headlines, I’m here to tell you you need to go and watch the A-Team.
The A-Team? Seriously? How does the A-Team relate to writing successful headlines? Well first, let’s not ignore the fact that the A-Team can solve any problems. Remember the intro? “If you have a problem, if no one else can help, and if you can find them, maybe you can hire… The A-Team.”
But the help from this “crack commando unit” goes even deeper. It resides in the personalities of it’s 4 core members (I say 4 because any A-Team diehard knows that Amy Amanda Allen, Tawnia Baker, and that Frankie guy do not count.) This is how the personalities of the A-Team members can help restart your marketing program. Apply these to the way you message your customers and you could be in for a hit.
The Hannibal Strategy
It is important to remember that John “Hannibal” Smith not only always had a plan but that the plan was considered somewhat unorthodox. Remember when Hannibal had the seniors from the “Old People’s Home” fight the Soviets as the “Grey Team” in Season 5? Using the elderly to fight Soviets? That’s unconventional and unorthodox but the unexpected yielded surprising results. Think about ways to serve up your messages in unexpected ways but always have a plan to how to do it. Consider testing negative headlines or ones that employ the laws of reciprocity. Sometimes breaking best practices can work and you won’t know until you test it.
The Face Strategy
Templeton “Faceman” Peck was known for being a smooth talker and a pretty boy who always got what he wanted. Face never really had anything to offer except his good looks and fast cars. Imagine if he had a real value proposition attached to it? Use “pretty” to your advantage and consider testing a headline with a compelling offer set as image against a version with the offer set as HTML text. Convention has showed us image blocking can hurt results but smart use of preheader text and alt tags may make up for it.
The Murdock Strategy
H.M. “Howling Mad” Murdock was declared insane. So insane he was sent to a mental institution. And that type of insanity provided a situation where you never knew what to expect. You can use this strategy to your advantage positioning your offers as if you are crazy to offer it. Try testing ways to make your standard offer appear too good to be true. Or even go as far as to say, “Our finance department thinks we are insane for offering this…”
The B.A. Strategy
Bosco Albert B.A. “Bad Attitude” Baracus was the enforcer and the strong man. He played no games. He asked no questions. He made sure you got the picture or else. And when it comes to certain marketing messages sometimes that’s the best tactic. Try testing being direct. Try testing taking all the conceptual fluff out of the headline and say what you mean in the quickest way possible.
To recap, testing these 4 tactics modeled after the A-Team can jump start your marketing initiatives.
Try being unorthodox, pretty, direct, and a little bit crazy with your messaging and you may be happy with the results.
Do you have any success stories you have seen or produced that utilize these tactics? We would love to hear them! Leave a comment below and tell us about it.