marketing matters
by Michele Pariza Wacek
Writing Great Ad Headlines
Headlines are the most important part of a print ad. In fact, David Ogilvy, famous ad man and author of Confessions of an Advertising Man, said that four out of five people only read headlines. Nothing more.
And if people DO choose to read the rest of the ad, they make that decision based on the headline.
That's a big job to put on the shoulders for what amounts to a few words. But, before you despair, take heart. There are several headline types that have proven to sell.
HEADLINERS
HOW TO. Everyone loves a howto headline. How To Quit Smoking in 30 Days Or Your Money Back. How to Write a Novel in 30 Days.
These headlines work because they promise a solution to your customers' problems. Why do so many nonfiction books have How To in the title? If it addresses a reader's need, it compels them to check the book out.
Keep in mind the better the benefit, the more likely you'll catch your customers' attention.
TOP 10 REASONS. It doesn't have to be 10 reasons or even the top reasons. But just as everyone loves How To headlines, they also love Top 10 reasons. Customers see the benefits immediately and they know what they're getting.
TESTIMONIAL. This headline uses your customers' words to sell your products or services. This works because people see proof that your product or service does what it's supposed to do.
If you choose this headline, put it in quotes or italics so it's obvious that the text is a testimonial.
Also, use the customers' words as much as you can to sound authentic.
Finally, get permission to use customers' names and photos.
QUESTION. Ask a question that your customers want answered. Don't ask one that only your business cares about, like: Do you know what our company has been up to lately? Focus on the benefit for the customer. EB
Michele Pariza Wacek is the author of Got Ideas? Unleash Your Creativity and Make More Money.
| CREATIVITY EXERCISES |
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| STEP 1 Get a stack of paper, find a couple of (colored) pens, and start brainstorming. STEP 2 Start by making a list of all the benefits of your product, service or business. (Benefits, not features. Benefits are what your customers will get out of your product.) STEP 3 Put that sheet of paper aside. Now pick a headline type and write it on top of the paper. For instance, question headlines. STEP 4 Underneath, start writing as many different types of question headlines you can think of. Come up with at least 50 of them. Don't let your brain or pen stop until you do. No matter how painful. If you get stuck, go back and look at your benefits list and pick a different benefit. By the time you reach headline number 50, you'll have written at the very least one good headline—maybe even a brilliant one. Try this same exercise with all the headline types. |
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