---
title: "How to Write Eye-Catching Promotional POP?"
description: "This article explains how to create effective promotional POP, flyers, and sales letters by answering six key questions: grabbing attention with a strong headline, educating customers on benefits, offering guarantees, providing proof, attacking competitors' weaknesses, and creating urgency. It emphasizes that headlines determine 80% of results and provides numerous examples and strategies."
author: "郑翔洲"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-01-05"
language: "en"
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---

# How to Write Eye-Catching Promotional POP?

> This article explains how to create effective promotional POP, flyers, and sales letters by answering six key questions: grabbing attention with a strong headline, educating customers on benefits, offering guarantees, providing proof, attacking competitors' weaknesses, and creating urgency. It emphasizes that headlines determine 80% of results and provides numerous examples and strategies.

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Sales letters, flyers, or promotional POP must answer these questions:
1. Why should I listen to you? (Use an eye-catching headline to grab customers.)
2. Why should I buy your product? (Educate customers, list at least five benefits, and shape selling points.)
3. Add a guarantee (reverse customer risk).
4. How to prove what you say is true? (Best methods: celebrity endorsements, customer testimonials, success cases, physical demonstrations, expert opinions, visual proof, statistics, media coverage, etc.)
5. Attack competitors' weaknesses? (Peak performance guru Tony Robbins promotes a 30-day success rule, while hypnotist Matthew Sveh says success can be achieved in one minute, not 30 days.)
6. Why buy today? (Provide immediate action strategies and consequences of inaction.)

1. Why should I listen to you? (Headline strategy: Use eye-catching headlines to grab customers. Subheadlines, greetings.)
You must craft headlines that attract attention and stimulate reading desire. So, create headlines that clearly and accurately tell consumers what product or service you offer.
Almost all copy, ads, promotional POP, flyers, posters, newspaper ads, magazine ads, franchise ads, emails, exhibitions, press releases, website homepages, and book titles use headline strategies.
Folks, 80% of the results of a flyer or sales letter are determined by the headline; the remaining 20% success rate is determined by your content.
Slight modifications to headlines can generate more responses from potential customers; advertising gurus say that five times as many people read headlines as read the body copy.
What is a headline? It's the biggest benefit to the customer.
What is a subheadline? It's the second biggest benefit.
Powerful words produce powerful effects.
The two most valuable words in ad headlines are "free" and "new."
Advertising peers have summarized a set of attention-grabbing words, such as:
"Free" (free trial, free sample, free if not satisfied);
"New" (new business strategy, new whitening effect).
"Announcing..." (announcing a new program, announcing Virgin Cola's launch),
"New" (new professionalism, new thick black theory, new calcium, new Contac),
"Now," "Finally" (Chinese astronauts finally went to space),
"Sale" (30% off), (another 25% off)
"How to..." (how to keep your skin more hydrated, how to sleep better),
"How" (how to succeed and get rich, how to improve your standard of living, how to attract more pretty girls),
"Why" (why are his teeth whiter than yours, why is this neighborhood so clean),
"King" (Pikang King, Little霸王, Jin霸王), etc.
Don't dismiss these clichés; they are indeed effective.
What's most popular? On the street, many stores have signs saying: "Free!!", "Clearance Sale", "Buy Two Get One Free", "Special Purchase"—these words immediately grab your attention. These are powerful headlines.
For details, refer to: Zheng Xiangzhou's "New Secrets to SME Profitability—Alternative Low-Cost Marketing Strategies" VCD [Time Glorious].

2. Why should I buy your product? (Unique selling proposition, positioning strategy, law of division, focus principle, "first is better than better" principle, educate customers, list at least five benefits, and also list three drawbacks of not buying.)
Common unique selling points:
1) Many choices, product width and depth (Dangdang.com bookstore, Walmart, Toys "R" Us);
2) Low-cost advantage (Galanz, Virgin Atlantic, China Spring Airlines);
3) Convenience, such as location, ample stock, fast delivery, 24-hour service (convenience stores, Seven-Eleven, HP promotes 7x24 fast service);
4) Provide advice and assistance (Sweden's Tetra Pak, which makes dairy packaging, relies on its superior service to help dairy companies succeed, making its own success inevitable);
5) First-class product quality (Japanese and German cars are perceived as better quality, gaining consumer favor and outselling American cars);
6) Distinctive origin or heritage (Chanel from France, Swatch from Switzerland, Mercedes-Benz and BMW from Germany; French perfume, Swiss watches, and German cars are world-famous);
7) Value-added services (Germany's Schindlerhof, a conference hotel company, created over 100 customer-pleasing services; Marriott offers express checkout; Virgin Atlantic provides free limousine transfers for business class passengers);
8) Longer or more extensive guarantees or warranties than normal (many white goods; Motorola once offered a 7-day free trial, which sold like hotcakes);
9) Historical advantage (Guojiao 1573, Yunnan Baiyao, Tongrentang, Zhang Yu wine);
10) Immediate availability or always in stock (instant photo developing; Domino's Pizza offers immediate service);
11) Speed of product launch (Toyota gets customers into new cars within 8 days; McDonald's guarantees wait times under 10 minutes; Intel is always two steps ahead of competitors);
12) Innovation (3M, Intel, Gillette, Apple, Sony are known for innovation, leading the market with superior technology);
13) Excellent brand image (FedEx, McDonald's, Disney);
For details, refer to "Zheng Xiangzhou: How to Shape a Brand's Unique Selling Point."

3. Guarantee (Risk reversal strategy)
Many people are reluctant to offer guarantees, fearing customer exploitation—folks, don't think that way. Of course, you may occasionally have to honor your guarantee, but it's precisely because of your guarantee that more people will buy your product. For example:
FedEx: If your package doesn't arrive on time, they don't charge you.
Motorola once offered a 7-day free trial for phones, with payment only if satisfied; it sold very well.
McDonald's: If customers wait more than 10 minutes, they don't charge you.
Walmart promises that if any store within 5 kilometers is cheaper, they'll give you the item free.
Domino's Pizza guarantees delivery within 30 minutes, or you don't pay.
Germany's Aldi guarantees unconditional returns if unsatisfied, without asking any questions.
Remember: Adding guarantees increases profits.
If you can't guarantee quality, can you guarantee service or delivery time?
For example, a fast-food restaurant guarantees that if you wait more than 10 minutes, you pay only half; if you wait more than 15 minutes, you pay nothing. It was a huge success.
With these guarantees, people still wonder: Is this true or false? That's when you need celebrity endorsements, media coverage, physical demonstrations, etc.

4. How to prove what you say is true? (Best methods: celebrity endorsements, customer testimonials, success cases, physical demonstrations, expert opinions, visual proof, statistics, media coverage, etc.)
These can all verify your authenticity and give consumers a sense of trust, but this process requires accumulation; accumulation isn't the key—accumulating more is. All SMEs need time to succeed. This accumulation may take 1-2 years.

5. Attack competitors' weaknesses? (Peak performance guru Tony Robbins promotes a 30-day success rule, while hypnotist Matthew Sveh says success can be achieved in one minute, not 30 days; he attacks Robbins' weakness. But attacking must be artistic, like Nongfu Spring attacking competitors: Nongfu Spring stopped producing purified water.)
So some say business requires ruthlessness, accuracy, and speed: ruthless heart, accurate vision, fast methods.
Business is competition; any product or service a company sells is its招牌. Making money isn't enough; to truly succeed, you must make others breathless; while making money, you might as well step on others. Liu Bei was thick but not black; Cao Cao was black but not thick; Sun Quan had both but not enough, so the world was divided into three kingdoms... Finally Sima Zhao... If you have both thickness and blackness, you'll make big money!
So Yi Zhongtian says, "Success needs friends, but greater success needs enemies!"
So you should appropriately attack competitors' weaknesses, but do it artistically.

6. Why buy today? (Provide immediate action strategies and consequences of inaction.)
For example, visit your store immediately, call to order now, or order by check or credit card. We'll give you a certain discount. Many companies skip this step; the water is boiled to 99 degrees, but this step is missing. Adding it can boost performance by 30%-60% or more. Tell customers how to act.
For example, "Buy before [date] and get 20% off," etc. Also, allow credit card payments and mention that 800 is a toll-free ordering line, which can increase feedback by 30%. Many TV shopping shows use this tactic, like Guoguo International.
For example, our restaurant's vouchers are valid until [date]... This stimulates immediate action, or they expire.
For example, a celebrity concert ticket: buy before August 1 for 800 yuan, before July 1 for 600 yuan, before June 1 for 520 yuan. Using time-limited discounts boosts sales immediately.
For example, "Limited quantity, act fast," "Limited edition, while supplies last," "Promotional period, cost price," "Urgent action, New Year's Eve giveaway," "Clearance sale," and hints like "bleeding" or "jumping off a building."
This is the final kick.
Without rewards, few people will be attracted to your product or service.
Remember: The opposite of reward is punishment. That is, reward those who buy, and make those who don't buy pay a price, at least mentally.
Folks, printing flyers (promotional POP) costs the same, but the content differs, so the profits differ.
Change the headline of a flyer (promotional POP), keep the content the same, and profits change.
Daonong recently opened a public account specifically discussing how traditional enterprises can do WeChat marketing. If you're interested, you can follow it. Search the WeChat ID above or scan the QR code below to follow.

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