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80% of All Advertising Is Wasted Due To This Common Mistake


You're flipping through this publication as you wait for your latte, 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 scientifically 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.

The headline is the first thing that your reader or prospect sees when they open your letter, browse a magazine, 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 reader 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 Results Introducing

At Last Guarantee Bargain Easy Quick Sale Why How To

Just Arrived Now Announcing

Start of by writing some headlines that clearly communicate your promise, benefit or USP. 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.

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing coach and creator of the Duct Tape Marketing System. You can get more information about the Duct Tape System and download your free copy of "How To Create the Ultimate Small Business Marketing System in 7 Simple Steps" by visiting http://www.DuctTapeMarketing.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. December / 14 / 2019

In advertising, the ‘gamer’ demographic is useless - VentureBeat
In advertising, the ‘gamer’ demographic is useless  VentureBeat

German doctor fined again over abortion advertising ban - Hartford Courant
German doctor fined again over abortion advertising ban  Hartford Courant

Richards Group founder Stan Richards names advertising agency's Glenn Dady his successor - The Dallas Morning News
Richards Group founder Stan Richards names advertising agency's Glenn Dady his successor  The Dallas Morning News

Let's get back to the human at the center of TV advertising - AdAge.com
Let's get back to the human at the center of TV advertising  AdAge.com

CTA to nearly triple digital advertising network under new agreement - MassTransitMag.com
CTA to nearly triple digital advertising network under new agreement  MassTransitMag.com

Facebook Getting Too Expensive For Advertisers? Costs Jumped 90% Year-Over-Year - Forbes
Facebook Getting Too Expensive For Advertisers? Costs Jumped 90% Year-Over-Year  Forbes

Are Deepfakes The Future Of Advertising? - Grit Daily
Are Deepfakes The Future Of Advertising?  Grit Daily

2020 Vision: Getting Back to the Fundamentals of Connected TV Advertising - Broadcasting & Cable
2020 Vision: Getting Back to the Fundamentals of Connected TV Advertising  Broadcasting & Cable

Dailymotion Taps Adam Irlando to Advance its Vision for Programmatic Advertising Offerings - MarTech Series
Dailymotion Taps Adam Irlando to Advance its Vision for Programmatic Advertising Offerings  MarTech Series

University of Phoenix Settles Deceptive Advertising Claims for $191 Million - The Wall Street Journal
University of Phoenix Settles Deceptive Advertising Claims for $191 Million  The Wall Street Journal

US Advertising: 'Past the Tipping Point' - Radio & Television Business Report
US Advertising: 'Past the Tipping Point'  Radio & Television Business Report

11 Often-Overlooked Ways To Leverage Machine Learning For Advertising - Forbes
11 Often-Overlooked Ways To Leverage Machine Learning For Advertising  Forbes

Econometer: Will a bad advertisement really hurt companies like Peloton? - The San Diego Union-Tribune
Econometer: Will a bad advertisement really hurt companies like Peloton?  The San Diego Union-Tribune

Mobiquity Technologies and Source Digita Video Advertising Partnership - AiThority
Mobiquity Technologies and Source Digita Video Advertising Partnership  AiThority

Think Advertising Is A Requirement? These Companies Might Make You Think Again - Forbes
Think Advertising Is A Requirement? These Companies Might Make You Think Again  Forbes

Panera Pans Suit Over ‘100% Clean’ Bagel Advertising - Law360
Panera Pans Suit Over ‘100% Clean’ Bagel Advertising  Law360

Vodafone Matures To Rely Less On Online Advertising 12/13/2019 - MediaPost Communications
Vodafone Matures To Rely Less On Online Advertising 12/13/2019  MediaPost Communications

Proposed rule changes could loosen up advertising, marketing for Ohio marijuana companies - Crain's Cleveland Business
Proposed rule changes could loosen up advertising, marketing for Ohio marijuana companies  Crain's Cleveland Business

Core Local TV Advertising Could Sink Over 3% In 2020 12/16/2019 - MediaPost Communications
Core Local TV Advertising Could Sink Over 3% In 2020 12/16/2019  MediaPost Communications

2020 Candidates Shell Out Big Bucks for Advertising - Cheddar
2020 Candidates Shell Out Big Bucks for Advertising  Cheddar

CMA to release digital advertising market study report - Global Competition Review
CMA to release digital advertising market study report  Global Competition Review

TikTok's surging popularity has lured advertisers, but some aren't following the rules - CNBC
TikTok's surging popularity has lured advertisers, but some aren't following the rules  CNBC

D & V LEGAL ADVERTISING LLC-legals - Ad from 2019-12-13 - Glens Falls Post-Star
D & V LEGAL ADVERTISING LLC-legals - Ad from 2019-12-13  Glens Falls Post-Star

Tom Reilly: Hop back on that bike, advertising industry - The Sun Chronicle
Tom Reilly: Hop back on that bike, advertising industry  The Sun Chronicle

It's not just Peloton — here are some of the biggest advertising whiffs from major brands - CNBC
It's not just Peloton — here are some of the biggest advertising whiffs from major brands  CNBC

How a Former Advertising Exec Found Purpose in Leather-Making - Popular Mechanics
How a Former Advertising Exec Found Purpose in Leather-Making  Popular Mechanics

Quick Tip: Writing Treatments that Win Advertising Jobs - PDN Pulse
Quick Tip: Writing Treatments that Win Advertising Jobs  PDN Pulse

What's next for podcast advertising - AdAge.com
What's next for podcast advertising  AdAge.com

The advertising industry is re-evaluating its core purpose, expert says - CNBC
The advertising industry is re-evaluating its core purpose, expert says  CNBC

The advertising barrage begins less than two months before the Iowa caucuses - CNN
The advertising barrage begins less than two months before the Iowa caucuses  CNN

YouTube Introduces Shopping Ads To Increase Visual Advertising - Forbes
YouTube Introduces Shopping Ads To Increase Visual Advertising  Forbes

Tokyo 2020 Olympics already at over $1B in TV advertising revenue - Fox Business
Tokyo 2020 Olympics already at over $1B in TV advertising revenue  Fox Business

Maurice Saatchi quits advertising firm he co-founded - BBC News
Maurice Saatchi quits advertising firm he co-founded  BBC News

Bloomberg pours $100 million into 2020 advertising blitz - Fox Business
Bloomberg pours $100 million into 2020 advertising blitz  Fox Business

Illinois A.G. Files Lawsuit Against JUUL Over Advertising - NBC Chicago
Illinois A.G. Files Lawsuit Against JUUL Over Advertising  NBC Chicago

Legal Marketing and Advertising Ethics for Attorneys - The National Law Review
Legal Marketing and Advertising Ethics for Attorneys  The National Law Review

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Sacrificing our health  Coeur d'Alene Press

The Chicago Transit Authority (CTA) Awards Intersection a New Contract to Sell Static & Digital Advertising and Expand Customer Communications - Digital Signage Connection
The Chicago Transit Authority (CTA) Awards Intersection a New Contract to Sell Static & Digital Advertising and Expand Customer Communications  Digital Signage Connection

Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising - AL.com
Kim Kardashian West suing Alabama doctor over ‘vampire facial’ advertising  AL.com

Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students - Nonprofit Quarterly
Univ. of Phoenix Must Pay $191M for Deceptive Advertising—Mostly to Students  Nonprofit Quarterly

Chanel Spent Most on Print Media in China in October And More - Jing Daily
Chanel Spent Most on Print Media in China in October And More  Jing Daily

PlaceIQ and FourthWall Media® Partner to Connect TV Advertising with In-Store Visits - Multichannel News
PlaceIQ and FourthWall Media® Partner to Connect TV Advertising with In-Store Visits  Multichannel News

Woof in Advertising: Are dogs the solution to distracted driving, or just another cause of it? - ohmidog!
Woof in Advertising: Are dogs the solution to distracted driving, or just another cause of it?  ohmidog!

Bias Disguised As Neutrality Gives Rise To False Advertising Claims - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Bias Disguised As Neutrality Gives Rise To False Advertising Claims - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

VIZIO Launches Direct Advertising Business - MarTech Series
VIZIO Launches Direct Advertising Business  MarTech Series

Will the 2020s be online advertising's holistic decade? - TechCrunch
Will the 2020s be online advertising's holistic decade?  TechCrunch

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Here's what you need to know in advertising and media this week - Business Insider
Here's what you need to know in advertising and media this week  Business Insider

Rail News - CTA to triple digital advertising network. For Railroad Career Professionals - Progressive Rail Roading
Rail News - CTA to triple digital advertising network. For Railroad Career Professionals  Progressive Rail Roading

Advertising and communications company Lindsay, Stone & Briggs to close - Madison.com
Advertising and communications company Lindsay, Stone & Briggs to close  Madison.com

What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts - AdExchanger
What to Watch For: 2020 Trends, Predicted by Video Advertising's Leading Experts  AdExchanger

Cooper Smith Advertising | Ads - Southgate News Herald
Cooper Smith Advertising | Ads  Southgate News Herald

Political advertising has embraced the memefication of everything, including Love Actually - New Statesman
Political advertising has embraced the memefication of everything, including Love Actually  New Statesman

NBCU Claims $1B in Olympic Advertising Sales - Broadcasting & Cable
NBCU Claims $1B in Olympic Advertising Sales  Broadcasting & Cable

A 'massive false advertising scheme' is alleged in lawsuit against Old Navy - Legal News Line
A 'massive false advertising scheme' is alleged in lawsuit against Old Navy  Legal News Line

Q&A: Cadent Is The OG Addressable Pioneer - TVRev
Q&A: Cadent Is The OG Addressable Pioneer  TVRev

How successful retail advertisers stand out - Retail Customer Experience
How successful retail advertisers stand out  Retail Customer Experience

How Alibaba Quietly Leads China's Digital Advertising Market - Motley Fool
How Alibaba Quietly Leads China's Digital Advertising Market  Motley Fool

Four Companies Enter a Primary Partnership for “LIVE BOARD MARKETPLACE” - Business Wire
Four Companies Enter a Primary Partnership for “LIVE BOARD MARKETPLACE”  Business Wire

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Tara Sinha: Remembering the doyenne of Indian advertising - BusinessLine
Tara Sinha: Remembering the doyenne of Indian advertising  BusinessLine

Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms - CNBC
Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms  CNBC

Email Advertising: The Key to Unlocking Hotel Guest Engagement | - Hotel Technology News
Email Advertising: The Key to Unlocking Hotel Guest Engagement |  Hotel Technology News

Classifieds - Chicago Reader
Classifieds  Chicago Reader

Donald J. DeBona Sr., who sold advertising for a medical publisher, dies - Baltimore Sun
Donald J. DeBona Sr., who sold advertising for a medical publisher, dies  Baltimore Sun

Holovision – the future of advertising has arrived - The FINANCIAL
Holovision – the future of advertising has arrived  The FINANCIAL

Advertising Agencies Market to Grow Massively by 2019-2026 with Profiling Players AccountAbility, AdPlugg, AD-IN-ONE, Wrike, FunctionFox - Market Expert
Advertising Agencies Market to Grow Massively by 2019-2026 with Profiling Players AccountAbility, AdPlugg, AD-IN-ONE, Wrike, FunctionFox  Market Expert

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The Pitch: Advertising and marketing news for 12.11.19  RichmondBizSense

Keep your LinkedIn advertising strategy focused in 2020 - Marketing Land
Keep your LinkedIn advertising strategy focused in 2020  Marketing Land

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

[Webinar] Advertising Litigation Monthly Highlights Webinar - January 28th, 12:30 pm ET - JD Supra
[Webinar] Advertising Litigation Monthly Highlights Webinar - January 28th, 12:30 pm ET  JD Supra

Are Ad Placements Hitting the Mark? - WWD
Are Ad Placements Hitting the Mark?  WWD

Oracle Launches CX Unity to Unify Advertising and Marketing Worlds - MarTech Series
Oracle Launches CX Unity to Unify Advertising and Marketing Worlds  MarTech Series

How to be the Best at Drive-to-Store Advertising - ExchangeWire
How to be the Best at Drive-to-Store Advertising  ExchangeWire

Objective Based Advertising Market Research Report 2019 with Leading Players, Revenue Growth, Industry Share and Forecasts to 2026 - Market Report Gazette
Objective Based Advertising Market Research Report 2019 with Leading Players, Revenue Growth, Industry Share and Forecasts to 2026  Market Report Gazette

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Advertising Analysis Market: 2019 Global Opportunities, Share, Key Players, Size, Competitive Analysis and Regional Forecast To 2024 - The Florida Morning post
Advertising Analysis Market: 2019 Global Opportunities, Share, Key Players, Size, Competitive Analysis and Regional Forecast To 2024  The Florida Morning post

2020 & beyond: What's next for video advertising? - The Drum
2020 & beyond: What's next for video advertising?  The Drum

Facebook is experimenting with augmented reality advertising - Business Insider
Facebook is experimenting with augmented reality advertising  Business Insider

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Stephen Woodford: What a Conservative election win means for British advertising - The Drum
Stephen Woodford: What a Conservative election win means for British advertising  The Drum

Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising - Forbes
Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising  Forbes

2020 and beyond: What's next for mobile advertising? - MobileMarketing Magazine
2020 and beyond: What's next for mobile advertising?  MobileMarketing Magazine

Brands brave Brexit in bold advertising play - Financial Times
Brands brave Brexit in bold advertising play  Financial Times

Anne Fine: Story on hospital expansion read like free advertising - GazetteNET
Anne Fine: Story on hospital expansion read like free advertising  GazetteNET

CBS joins OpenAP advanced TV advertising company - FierceVideo
CBS joins OpenAP advanced TV advertising company  FierceVideo

FTC Reaches Historic Settlement with University of Phoenix over False Advertising - Democracy Now!
FTC Reaches Historic Settlement with University of Phoenix over False Advertising  Democracy Now!

When Must a Travel Advisor Disclose Supplier Identity in Advertising? - Travel Market Report
When Must a Travel Advisor Disclose Supplier Identity in Advertising?  Travel Market Report

Meghan Markle's designer pal ordered to stop advertising with royal's photos: report - Fox News
Meghan Markle's designer pal ordered to stop advertising with royal's photos: report  Fox News

Online Advertising Market Is Booming Worldwide | Amazon, Aol, Baidu, Facebook, Google, IAC, Linkedin - Techi Labs
Online Advertising Market Is Booming Worldwide | Amazon, Aol, Baidu, Facebook, Google, IAC, Linkedin  Techi Labs

NBC Sports' Tokyo 2020 advertising sales top US$1bn - SportsPro Media
NBC Sports' Tokyo 2020 advertising sales top US$1bn  SportsPro Media

Snapchat enjoys a bump in political advertising - Financial Times
Snapchat enjoys a bump in political advertising  Financial Times

How to police political advertising - The Economist
How to police political advertising  The Economist

Facebook launches new safety tools for advertisers as criticism continues over false political ads - CNBC
Facebook launches new safety tools for advertisers as criticism continues over false political ads  CNBC

Advertisers Information | American Veterinary Medical Association - American Veterinary Medical Association
Advertisers Information | American Veterinary Medical Association  American Veterinary Medical Association

BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences - Digiday
BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences  Digiday

Advertising + alcohol: An examination of modern agency culture - Campaign US
Advertising + alcohol: An examination of modern agency culture  Campaign US

FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug - FDA.gov
FDA issues warning letter for not including the most serious risks in advertisement for medication-assisted treatment drug  FDA.gov

Bloomberg places at least $37 million in television advertising over next two weeks - CNN
Bloomberg places at least $37 million in television advertising over next two weeks  CNN

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