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.
Examples:
“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.
Examples:
“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.”
Examples:
“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.
2. Your headline must reach out to your prospect, grab them by the throat and say, “Hey!!! I’m talking to you!”
3. Your headline must deliver a clear and understandable message. Because most people read only the headlines, they must make complete statements and compel prospects to continue reading the body copy.
4. If you have news, such as a new product, be sure to get that news into your headline in a big way.
5. Don’t try to be clever or humorous; these type of headlines are ineffective and a waste of money.
6. Include the words “quick” and “easy” if they fit what you are communicating.
7. Instead of generalities, use specifics in your headlines—they are more believable. For example, “Make $5,274 In 30 Days” is a better headline than “Make Money Fast.”.
8. Always test two headlines against each other to see which one pulls the best.
9. Use upper and lower case letters for your headlines—this is easier to read than all caps. Also, studies have shown that quotation marks around headlines increase readership.
10. When it’s time for you to write a headline for your ad, write at least 50 headlines. Some direct marketers spend days writing hundreds of headlines in search of the right one. To come up with selling headlines takes more than just a few minutes. You’ve got to commit yourself to sitting down and writing at least 50 headlines!
If you don’t get prospects’ attention, they won’t read your ad. If they don’t read your ad, you’ve wasted your time and money.
Helen Jardine (http://www.helenjardine.com) is co-owner of Cor Productions an audio/video production and marketing coaching company. She helps entrepreneurs and business owners use proven marketing methods mixed with their own unique style to take their business success to a whole new level. To receive additional FREE marketing and communication tips, you can sign up to become an Inner Circle Bronze Marketing Member at: www.corproductions.com or visit www.yourmarketingmagician.com today. You can contact her at (314) 533-0394.