Palm Springs, CALIFORNIA – “STOP! Go back, I want a photo!”

When you’re traveling at 70 miles an hour and in the ‘groove’, you don’t want to stop. You want to just keep going.

I stopped of course. And turned around. Drove back.

It’s not like there was any traffic. Because there was none. I mean – zero. The highway was dry. The sun was out. It felt warm and there was no wind. So, there were no excuses for not stopping.

The reason?

There, in the middle of another huge, dry basin, banked by tall, snow-capped mountains on either side was a simple sign.

“Pony Express Trail – 1860-1861”
 

​​​​​​​How cool is that?! So, we took multiple photos, naturally.

(For those new to this thread, my wife and I have been traveling Mexico and Ecuador and are currently on a 2-month sojourn in the USA. You can find those back issues here.)

After skiing Crested Butte, CO, we drove 2 long days across Utah and southern Nevada to get to another ski area, called Heavenly, located in South Lake Tahoe, California. The route we chose takes you along empty roads, through huge, empty spaces.

Deep canyons, twisted geography and massive basins – the remains of long dried up seas.

Even more impressive are the names. Black Dragon Canyon. Great Basin. Outlaw Country. Where Butch Cassidy, Kid Curry and their gang eluded lawmen in the late 1800s.

Even, unofficial names, like “Nowhere, Nevada”, painted on a large garbage can in the middle of another, unnamed basin, made me look.

I hope you can see how important a name can be. It can literally stop you in your tracks and send you onto another path.

That’s exactly what the headline of your ad is supposed to do. Or the header on your website. The signage above your business.

I wrote about this last week. Did you make any changes to your ad copy? Business signage? Or at least, get started on making the changes?

This “Headline” thing is important. Many of the best copywriters on planet will tell you that your headline can account for 80% of the success of your promotion, sign, letter, email etc. So, you want to spend time on it.

To be clear however, I am not talking about the ‘name’ of your business; although naming it well, will help you. I am asking if you have a headline that Interrupts your prospect, so they do the next thing you want them to do. Which is read the next part of your ad. Or website. Or stop and walk into your store.

Here’s the link again where you can rate your own promotional copy:
->  https://hughtafel.com/evaluator

To your health and success!

- Hugh
The “Profit Accelerator” Expert

P.S. Did you know that even tiny improvements of 1-3%, in just 12 fundamental areas of your business could give you 50% and more improvement to your bottom-line? Test out brand-new Profit Acceleration Simulator^TM  and discover the true impact of a conservative estimate of Profit Acceleration initiatives on your business and see for yourself. Head to: https://hughtafel.com/simulator/

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