Two words: killer copywriting.
What makes the difference between an uninspired headline and a great one? Emotional connection. If you can evoke emotion from a reader, that means you’ve captured their attention. If you’ve captured attention, you’re much more likely to get the type of reaction or response you’re going for.
The thing is, lots of clients hesitate to use emotion in their marketing messages. Maybe they think it lacks polish, is too “out there” or risky. There are lots of ways to say the same thing, but changing the words can make all the difference.
If your copy doesn’t evoke an emotion, it fails to really connect with the reader. So many ads and marketing messages miss the boat by simply stating the obvious. (Like, “I’m blind.” versus “It’s a beautiful day and I can’t see it.”) Sometimes a client will argue that we’re speaking to engineers or contractors or some other narrowly defined demographic where emotion doesn’t ‘apply’. But we always say, engineers (or whomever) are people too. We all have hearts, we all feel things and the best brand advertising and marketing makes you feel something because of great writing. No matter what you’re selling.