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10 Ways to
Write More Effective Ads
The Headline
Page 1 of 2
If you’re going to make a single change to boost
your response rate the most, focus on your headline (you do
have one, don’t you?).
Why? Because five times as many people
read your headline than your copy. Quite simply, a headline
is…an ad for your ad. People won’t stop their busy lives to read
your copy unless you give them a good reason to do so. So a good
headline promises some news and a benefit.
Perhaps you’re thinking, “What’s this about news,
you say?”
Think about the last time you browsed through
your local newspaper. You checked out the articles, one by one,
and occasionally an ad may have caught your eye. Which ads were
the ones most likely to catch your eye?
The ones that looked like an article, of course.
The ones with the headline that promised news.
The ones with fonts and type that closely
resembled the fonts and type used in articles.
The ones that were placed where articles were
placed (as opposed to being placed on a full page of ads, for
example).
And the ones with the most compelling headlines
that convinced you it’s worth a few minutes to read the copy.
The
headline is that powerful and that
important.
I’ve seen many ads over the years that didn’t
even have a headline. And that’s just silly. It’s the
equivalent of flushing good money spent on advertising right
down the toilet.
Why? Because your response can increase
dramatically by not only adding a headline, but by making that
headline almost impossible to resist for your target market.
And those last three words are important.
Your target market.
For example, take a look at the following
headline:
Announcing…New High-Tech Gloves Protect Wearer Against Hazardous
Waste
News, and a benefit.
Will that headline appeal to everyone?
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