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by Ron Richards, President, ResultsLab
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Grabber Development
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- Key Grabber Questions
- Levels of Grabber Power
- Examples of Grabber Power < Below on this page
- Grabbers Before & After
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Almost all the grabber examples below were developed during ResultsLab research and creative work. They were used as headlines in various contexts. Notice how most of them employ a learning-oriented approach to
getting attention and involvement.
Many produced history-making and record-breaking results. For each, I’ve provided a few notes on the context in a green box.
Notice that the headlines you’re about to see have word sequences and line wraps graphically designed to produce a multiple-grabber effect in the following sense. I always attempt to make all parts of a headline a grabber in its own right -- the top line, the bottom line, the corners, and the left/right edges. No matter how the eye scans across the language, there’s something to grab the eye and mind. This requires a lot of extra work, but it’s worth it.
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Examples of Grabbers
That Embody
Fundamental Issues and Desires
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1.
The following Fedex slogan is the only example here that ResultsLab didn’t write. To me it’s a superb example of a grabber that has it all -- and with extreme brevity.
Although, as we’ll see, winning grabbers need not be brief.
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Absolutely, Positively Overnight
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2.
After the headline shown below, 18 questions were listed, and served as a valuable and objective checklist.
At the same time, the questions reset the standard and served to disqualify the competitors.
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The 18 Simple Questions That
Disqualify 95% of All
Practice Management Software
and Billing Services
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3.
The following very long grabber almost wasn’t used because the client initially viewed the grabber and the document it introduced as too long. But trusting my knowhow, and testing,
prevailed. It beat the sales forecast by four-fold.
To our amazement, of the first 80 callers, none had questions and were ready to refinance their home. 1/3 of callers were disqualified by my client, and the other 2/3 refinanced their home. This is one of two 100% close rate we’ve achieved -- and it was to a cold list, selling a big ticket decision!
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Surprising Home Refinancing Solution...
Mortgage expert will replace the
unfavorable loans on your current home,
even if you thought you couldn’t qualify,
with minimum effort on your part and
pay you back all costs plus $1,000 if it
doesn’t close. Amazingly, he also gets
the lowest rates and fees.
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4.
The following grabber was the centerpiece in a system we build that got CEOs of even billion-dollar companies to assemble 10-20 of their top-most executives for 2-3 hours.
And 60% of the companies we invited accepted the invitation.
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The Speed-to-Market Mindset:
A simple model that sorts out
7 dimension of speed-to-market gains
in a way that will
change how you make decisions
all day, every day
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5.
The following grabber was the heart of a campaign to show there was a lot at stake in choosing a contractor to bus children to and from school. The client, who already had contracts with 50
school districts, genuinely did many things to make the transportation experience psychologically safe for children.
Under this umbrella, a school board’s decision was understood to be less of a commodity purchase of price-sensitive services. Pictures dramatized good and bad bus scenes, and the effect on the classroom and home. The same communication had to resonate with superintendents, school board members, transportation directors, bus drivers, children, parents, and teachers.
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How Children’s Education,
Socialization, and Confidence
Can Be Surprisingly Influenced By
Their Transportation Experiences
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6.
Our client, the worlds largest insurance broker, helps corporations buy the appropriate insurance.
What grabber would cause prospects who were perfectly happy with their local broker to explore if there might be issues that would require an even better capability?
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Why a good insurance broker
is not good enough --
5 Urgent questions that
could destroy your company
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7.
Our client’s collection-techniques seminars could have been stymied during the period after president Clinton announced that a new healthcare system was under development.
Seminar prospects had a wait-and-see attitude. So we developed the following grabber, and the underlying argument to support it:
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How to Use the Confusion
About Health Care Reforms
to Your Advantage,
Making Insurance and Payment Collection
Easier -- Right Now
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8.
Here again is the approach of resetting the standard, by providing valuable learning for a prospect. In this case, our client is a top-quality pre school.
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How to Know
Which Pre-School Is
Best for Your Child
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9.
Advice from peers (who’ve experienced a complex service) is the most powerful persuasion of all.
In the following grabber, we introduced the key questions (objections) that parents had, and offered answers from their peers -- which we obtained from in-depth interviews with past users.
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What Parents Want Other Parents to Know
About Active Learning
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“The single most valuable commodity, it turns out, is human attention, the set of intellectual processes that converts raw data -- the firehose of unfiltered experience bombarding us in everyday life --
into something we can use.”
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