Advertising Headlines and How to Write Them

1. Attract prospects with your headline
Use your headline as a flag to attract readers who are interested in your product. If you are selling a solution to premature hair loss, put PREMATURE HAIR LOSS in your headline. Your headline will catch the eye of everyone who suffers from this predicament. If you want teenagers to read your ad, put TEENAGERS in your ad. Be careful that you do not put anything in your ad that excludes prospects. For example, if you are selling a cellular phone that can be used by men and women alike, do not slant your headline toward men alone. That will only cause women to think that your ad does not apply to them.

2. Appeal to your reader's self-interest with your headline
Make every headline you write appeal to the interests of your prospect and not those of the company that is selling the product. Instead of saying SPIRITOL WILL CURE YOUR HEADACHE, say GOT A HEADACHE? CURE IT WITH SPIRITOL. Begin your headlines with YOU rather than WE.

3. Sell your product in your headline
David Ogilvy, an advertising pioneer of the 1960s and 1970s says that, on average, five times as many people read your headline as read your copy. So it follows that unless your headline sells your product, you have wasted 90% of your money. So your headline should do some selling whenever possible.

4. Include your selling promise in your headline
The best headlines promise readers a benefit, such as fewer cavities, cheaper gas, whiter clothes. Your selling promise is simply the greatest benefit that you are advertising about your product, so include it in your headline. This often makes for headlines of at least 12 words. People read long headlines as long as they (1) promise a benefit, (2) complement an intriguing visual, and (3) are part of an attractive ad design. Don't shy away from long headlines. A headline is too long only when it uses one word more than is needed to sell its message.

5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role in advertising - keeping your product's name at the top of the consumer's mind.

6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don't necessarily sell your product. In the average newspaper, your headline competes with 350 others for your reader's attention. Readers skim fast through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines, while they may win awards at advertising galas, often serve to draw attention to themselves and away from the product. Don't write clever headlines just for the sake of it.

7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while positive statements leave a positive impression. SPRINTAB CURES YOUR HEADACHE is a positive way of saying SPRINTAB WILL NOT LET YOUR HEADACHE STAY FOR LONG. Stick with the positive.

Secondly, statements phrased in a negative way often mislead readers. They think your negative way of phrasing a positive thing says the opposite of what it actually says. Thus, some readers will see the headline OUR BEEF CONTAINS NO ADDITIVES, but will mistake it to have said OUR BEEF CONTAINS ADDITIVES. This headline is better re-written as OUR BEEF IS 100% PURE.

8. Avoid "IF" headlines
Be declarative in your headlines. Avoid conditional phrases, such as IF YOU BUY THIS LAMP, YOU'LL SAVE MONEY ON YOUR ELECTRIC BILL, and IF YOU NEED A PLUMBER, CALL JOE'S PLUMBING. Conditional phrases drain the power from your headlines.

You are better off: (1) putting the prospect right into your headlines, (2) assuming that your prospect has the need that you are addressing and (3) speaking as though the prospect is already satisfied with your product. For example: WATCH YOUR ELECTRIC BILL SHRINK WITH THIS ELECTRIC LAMP, or "JOE'S PLUMBING SAVED MY HOUSE FROM FLOODING."

9. Say things in the present tense in your headlines
Put vigour and drama into your headlines by saying things in the present tense instead of in the past or future tense. The present tense is stronger and more immediate than the past tense: "I SAVED $1,000 WITH MY MIDLAND BANK MORTGAGE" is weaker than "I AM SAVING $1,000 WITH MY MIDLAND BANK MORTGAGE."

The present tense is stronger than the future tense: T.E.S.T. COMPUTERS WILL MAKE YOU MORE PRODUCTIVE is weaker than T.E.S.T. COMPUTERS MAKE YOU MORE PRODUCTIVE.

10. Make headlines work with the visual, not the body copy
Make your headline tell one part of the story and have your visual tell the other part. Don't use a headline to repeat what the visual is saying. And don't simply illustrate the headline. Let the headline and the visual work together. Avoid blind headlines that make no sense unless the reader reads the body copy underneath them. The majority of readers only read headlines, so you must write headlines that are complete in themselves.

Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.

---

Google News Updated : Sun, 07 Sep 2008 20:08:19 GMT 'Wrestler' takes top honors at Venice - Variety Variety 'Wrestler' takes top honors at Venice Variety - 1 hour ago By NICK VIVARELLI Darren Aronofsky drama “The Wrestler,” starring Mickey Rourke as washed out pro wrestler Randy (the Ram) Robinson, in comeback mode both on and off the screen, pinned down the Venice Film Festival’s Golden Lion. Is Evan Rachel Wood dropkicking Marilyn Manson for Mickey Rourke? Los Angeles Times A Glance at 'The Wrestler' Cinematical Washington Post - Hollywood Reporter - eFluxMedia - San Jose Mercury News all 671 news articles Publ.Date : Sun, 07 Sep 2008 18:55:44 GMT Health Highlights: Sept. 6, 2008 - Washington Post Seattle Post Intelligencer Health Highlights: Sept. 6, 2008 Washington Post - 3 hours ago On the heels of the huge nationwide salmonella outbreak that caused more than 1400 illnesses from Mexican peppers, a regional Oregon alfalfa sprout distributor has recalled its product in Oregon and Washington state after the sprouts were linked to 13 ... Salmonellosis outbreak prompts sprout recall Forbes Salmonella outbreak traced to alfalfa sprouts Seattle Post Intelligencer TheMedGuru - Seattle Times - eFluxMedia - HeraldNet all 81 news articles Publ.Date : Sun, 07 Sep 2008 16:31:13 GMT Michigan spared sting of West Nile - Detroit Free Press LAist Michigan spared sting of West Nile Detroit Free Press - 12 hours ago BY SHERI McWHIRTER • RECORD-EAGLE • September 7, 2008 TRAVERSE CITY -- West Nile virus hasn't seriously bitten Michigan this year and seems to have spared the state's northern reaches. Yes, the mosquitoes were nasty this summer Yakima Herald-Republic Aerial survey being conducted to find mosquito breeding grounds San Jose Mercury News Lower Hudson Journal news - San Francisco Chronicle - Shelbyville News - Los Angeles Times all 361 news articles Publ.Date : Sun, 07 Sep 2008 07:53:44 GMT Hurricane, at Category 4, Heads Toward Cuba - New York Times Canada.com Hurricane, at Category 4, Heads Toward Cuba New York Times - 3 hours ago By MARIA NEWMAN Hurricane Ike grew into a bigger threat to Florida and the Gulf Coast Sunday as it roared through the Bahamas mid-morning, with forecasters expecting it to gain in strength as it approaches Cuba. Video: Raw Video: Ike Pounds Turks and Caicos AssociatedPress Powerful Hurricane Ike looms as trouble for Gulf The Associated Press AFP - Forbes - Los Angeles Times - Reiten Television KXMB Bismarck all 4,192 news articles Publ.Date : Sun, 07 Sep 2008 16:52:07 GMT India a step closer to nuclear trade - Christian Science Monitor Washington Post India a step closer to nuclear trade Christian Science Monitor - 3 hours ago The Nuclear Suppliers Group agreed Saturday to lift a 34-year ban on selling nuclear technology to India, even though it hasn't signed the Non-Proliferation Treaty. India secures controversial access to nuclear technology Telegraph.co.uk US Congress signals it will clear N-deal Times of India Hindu - Reuters South Africa - Washington Post - BBC News all 2,295 news articles Publ.Date : Sun, 07 Sep 2008 17:01:15 GMT Side events bring out celebs in advance of VMAs - The Associated Press Washington Post Side events bring out celebs in advance of VMAs The Associated Press - 57 minutes ago LOS ANGELES (AP) - Though the MTV Video Music Awards are the main event in town this weekend, some celebrities are satisfied enough with the side activities connected to the extravaganza. Britney 'Getting an Opportunity to Start Over' at VMAs People Magazine Brand and Spears have been promoting the awards on MTV BBC News Access Hollywood - Hollywood Today Newsmagazine - eFluxMedia - Los Angeles Times all 1,761 news articles Publ.Date : Sun, 07 Sep 2008 19:10:38 GMT Spa Update: Hamilton Penalty Hands Win to Massa - AutoWeek Times Online Spa Update: Hamilton Penalty Hands Win to Massa AutoWeek - 1 hour ago By NIGEL ROEBUCK A drive-through penalty is the punishment for almost causing a collision in the pits. We know this because Bruno Senna was thus punished in the GP2 Series race at Spa-Francorchamps, and it cost him the race. Massa declared winner of Belgian GP The Associated Press Raikkonen's title hopes doused by Hamilton at Spa Motorsport.com International Herald Tribune - The Canadian Press - BBC Sport - CNN International all 2,193 news articles Publ.Date : Sun, 07 Sep 2008 18:46:22 GMT RSS to HTML Increase Traffic

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

What?s the Score?

You may be aware that in a basketball game the... Read More

If You Want To Get More Customers, Heres 10 Powerful Stories To Improve Your Ads

Remember, as a child lying in bed and listening to... Read More

The Power of...

You certainly must know that Many Big Marketers consider COPYWRITING... Read More

The Man With The Grasshopper Mind

The title of this article also happens to be one... Read More

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

Not Another Calendar! - Choose Advertising Specialties That Sell

As I was searching through a kitchen drawer the other... Read More

Using Flyers to Advertise Your Online Business

Using flyers is one commonly overlooked method of advertising offline.... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

The Graphic Problem

Digital printing has revolutionized the sign industry. Current printers can... Read More

7 Unique Ways To Get FREE Advertising

1. Give Testimonials When you purchase a product or service... Read More

Cable TV Advertising; Mobile Detailing Customers

If you own a mobile detailing business or mobile car... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

Offline Advertising Tips

Since most of us are always online and our business... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

The SKINNY on Newspaper Advertising

The SKINNY on NewspapersUsing the paper is considered gospel by... Read More

Outdoor Sign

Many business organizations that needs to disseminate late-breaking information to... Read More

A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!

FACT: Most people don't spend anywhere near enough time on... Read More

What Do Your Ads Say?

Make a list of everything you think should be included... Read More

Radio and Television Ads: Clever Vs. Annoying

Ever heard or seen a radio or television commercial that... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

Forgot The Ad Budget? Dont Panic!

Bob is excited about his new business. He secured funding.... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More