Learn to Sell Apparel Like a Pro!

I got an email the other day with “Scared Shirtless?” as the headline from a supplier in the promotional products industry.

After a quick chuckle surrounding the play on words, I found myself more than a little curious so I clicked through. I opened the email and was invited to a webinar where I could “Learn to Sell Apparel Like a Pro!” Now I’m thinking, ‘well since I get paid to sell apparel, that makes me a pro…I’d better check it out to make sure the other “pros” know what they’re talking about’. In any event, the value proposition was there, I would get FREE tips for apparel sales.

With a simple headline I was “pulled” in, I wanted to find out more, I was curious, I was engaged and I couldn’t help myself. The headline didn’t try to “push” me to buy anything…there would be plenty of time for that, an abundance of opportunities for me to buy something once they got me to the site…books, cds, mp3, videos, etc.

If the headline had just offered me “10% Off This Great CD Set To Sell More Shirts”, I would have deleted that email in about a half-a-second.

It can be argued that headlines may be more important than the content itself because if they never click through there is no chance of conversion. So the goal should always be to get them to click through, but then make sure you can deliver or they won’t be coming back.

John Zalepka