Question

Topic: Advertising/PR

Compelling Headline & Sub-headi For Training Promo

Posted by Anonymous on 2/8/2010 at 12:55 PM ET 250 Points
I need help coming up with new ideas for advertising/marketing/promoting professional education self-study courses to service, parts rental and branch operations managers at dealers of heavy construction equipment. I am the Foundation fundraiser who is also charged with selling this trade association's educational programs, particularly the self-study online and by video/print materials. An advantage is we do have complete tracks resulting in certification. Self-study programs are a big part of that, along with supplemental seminars. These managers are not exactly "early adapters" and thus not many have achieved certification or are interested in training. The key for management seems to be "decrease expenses, improve asset utilization and increase the bottom line. I've beaten that to death over the past 6 years. Help please!!
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  • Posted on 2/8/2010 at 3:22 PM Moderator
    Why would your target audience be interested in certification? What's in it for them? If you are not providing something that they see as a benefit, there is no headline or sub-head that's likely to get them to spend money for your training program.

    Let's start by identifying the customer need and whether you satisfy that need. Then we'll move on to the copy and the headline.
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