 Start With A Headline That Contains An Important Consumer Benefit, News, Or Promise A Reward For Reading The Ad....
Headlines have four functions:
1. Getting Attention
Headlines get attention by appealing to the readers' self-interest
Example: "Give Your Kids a Fighting Chance" - Crest
Or headlines can give the reader news. These often include words such as new, discover, introducing, announcing or now.
Other attention-getting words: free, how to, why, sale, quick, easy, guarantee, results, proven and save.
Avoid headlines that are cute, clever and titillating but irrelevant. They may get attention but they do not sell.
2. Selecting The Audience
Don't attempt to be all things to all people. Why target your advertising at anyone but your potential customers? Choose words that select the right audience and screen out others.
Life insurance companies do this all the time:
Example: "To Men and Women Over 65 Who Need Affordable Life Insurance Coverage"
3. Delivering A Complete Message
Make your entire offer in the headline. Here are some examples:
"Buy One Record or Cassette for $3.99 and Take 10 More Records or Cassettes of Your Choice for 1 Penny" - Columbia House
"Own a Leather-Bound Masterpiece for $4.95 -the Price of a Paperback!" - The Easton Press
"How to form your own corporation, by phone, totally legal, in any state in the union, in as little as 8 minutes, as low as $45" - The Company Corporation
That's six consumer benefits, separated by commas packed into one headline. Wow!!
4. Draw The Reader Into The Body Copy
Only a few products - perfumes for example - can be sold with an attractive photo, a powerful headline and a minimum of words. Most items or companies require that the reader be given a lot of information. So the headline must compel the reader to read the whole ad.
To do this, arouse curiosity. Ask a question. Make a provocative statement. Promise a reward or useful information.
The headline for a facial lotion ad reads:
"The $5 Alternative to Costly Plastic Surgery"
A software ad begins:
"If You're Confused About Buying a Personal Computer, Here's Some Help" |
