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Advertising Headlines
80% of All Advertising Is Wasted Due To This Common Mistake ~
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You’re
flipping through a local paper as you take a break at a local cafe, when
suddenly you decide to stop and read an ad. What made you stop? I’ll bet
it was an attention grabbing headline.
It is a
proven fact that 5 times as many people read headlines as read the body
copy of an ad. So with the headline, an advertiser has spent about 80%
of their advertising dollar. It doesn’t take a genius to realize then
the headline is the most important part of any ad. |
Yet, most small business advertising is wasted for lack of an effective
headline or, worse yet, no headline at all. Don’t make this same mistake
when placing an Celebrating Home ad. The headline is the first thing that your reader or
prospect sees when they open your letter, browse a newspaper, or flip your
postcard. In that moment, (about 3 seconds) your reader decides whether or
not to read any farther.
So first and foremost, any advertisement you produce must have a headline
and your headline must grab your reader's attention immediately. If you
don't grab them by the throat and hold them right away, you never will.
Writing powerful headlines takes some hard work but it can be done if you
follow some simple guidelines.
1. Your headline should give the reader a reason to stop and read now
instead of later – a carefully chosen word or two can create urgency
2. Your headline should communicate something the reader considers valuable
– they need to be able to justify the time spent reading your ad.
3. Your headline should scream how you might offer something that is unique
or at least interesting.
4. Your headline should point to something very specific for the reader –
use facts and how to’s .
Using these points as a guide to create your headlines allows you to create
headlines that hook your reader quickly, offers them a benefit they want,
and gives them a reason to read on.
Never use boring, conventional or overused statements and never use a
headline to trick your reader into looking on.
Attention Getting Power Words for Your Headlines
Look at powerful headlines and you will see that many contain one or more of
the following words that sell...
Discover ...Easy ...Free ...New... Proven ...Save ...Introducing ...At
Last... Guarantee... Bargain... Easy ...Quick... Sale ...Why... How To
...Just Arrived ...Now... Announcing
Start of by writing some headlines that clearly communicate what you are
offering them, benefits or opportunities they can take advantage of.
Then look for ways to make them even more powerful by adding a power word or
two and checking if they contain at least 3 of the guidelines provided
above.
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