Tips for Creating GREAT Ads that Increase Sales
The difference between a good ad headline and a bad ad headline is the difference between success and failure at getting your message to your target market. Your headline is the key to your entire ad’s success. Below are examples of various types of headlines to help grab prospects’ attention:
• The Testimonial Headline. The testimonial headline is just what it says—it uses a customer testimonial for a headline. With this headline, you get your customers to sell for you by talking about the benefits they received.
“How I Retired On A Guaranteed Income For Life”
“I Was Tired Of Living On Low Pay—So I Started Reading The Wall Street Journal. By A Subscriber”
• The Command Headline. The command headline tells your customer what to do. Your command should encourage action by offering your prospect a benefit that will help them. Effective command headlines start out with action verbs.
“Stop Dreaming And Start Making Money”
“Throw Your Wax Can In The Trash Can—The New No-Wax Floor Is Here”
“Order Christmas Cards Now—Pay After January 20”
• The News Headline. If your product or service offers something newsworthy, announce it in your headline. Newsworthy is usually the introduction of a new product or the improvement of an existing product. Effective words to use in the headline include “new,” “announcing,” “introducing,” “finally,” “just released” and “now, at last.”
“Now! Own Florida Land This Easy Way... $20.00 Down And $20.00 A Month”
“New Diet Burns Off More Fat Than If You Ran 98 Miles A Week”
“Announcing... The New Edition Of The Encyclopedia That Makes It Fun To Learn Things”
In addition, here are 10 general tips to follow for creating great headlines:
1. First and foremost, your headline must appeal to your reader’s self interest. Communicate the strongest benefit (or benefits) to your prospect. Everyone’s favorite radio station is WIIFM (What’s In It For Me). Your headline should answer this important question.