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Advertising Headlines and How to Write Them


1. Attract prospects with your headline
Use your headline as a flag to attract readers who are interested in your product. If you are selling a solution to premature hair loss, put PREMATURE HAIR LOSS in your headline. Your headline will catch the eye of everyone who suffers from this predicament. If you want teenagers to read your ad, put TEENAGERS in your ad. Be careful that you do not put anything in your ad that excludes prospects. For example, if you are selling a cellular phone that can be used by men and women alike, do not slant your headline toward men alone. That will only cause women to think that your ad does not apply to them.

2. Appeal to your reader's self-interest with your headline
Make every headline you write appeal to the interests of your prospect and not those of the company that is selling the product. Instead of saying SPIRITOL WILL CURE YOUR HEADACHE, say GOT A HEADACHE? CURE IT WITH SPIRITOL. Begin your headlines with YOU rather than WE.

3. Sell your product in your headline
David Ogilvy, an advertising pioneer of the 1960s and 1970s says that, on average, five times as many people read your headline as read your copy. So it follows that unless your headline sells your product, you have wasted 90% of your money. So your headline should do some selling whenever possible.

4. Include your selling promise in your headline
The best headlines promise readers a benefit, such as fewer cavities, cheaper gas, whiter clothes. Your selling promise is simply the greatest benefit that you are advertising about your product, so include it in your headline. This often makes for headlines of at least 12 words. People read long headlines as long as they (1) promise a benefit, (2) complement an intriguing visual, and (3) are part of an attractive ad design. Don't shy away from long headlines. A headline is too long only when it uses one word more than is needed to sell its message.

5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role in advertising - keeping your product's name at the top of the consumer's mind.

6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don't necessarily sell your product. In the average newspaper, your headline competes with 350 others for your reader's attention. Readers skim fast through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines, while they may win awards at advertising galas, often serve to draw attention to themselves and away from the product. Don't write clever headlines just for the sake of it.

7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while positive statements leave a positive impression. SPRINTAB CURES YOUR HEADACHE is a positive way of saying SPRINTAB WILL NOT LET YOUR HEADACHE STAY FOR LONG. Stick with the positive.

Secondly, statements phrased in a negative way often mislead readers. They think your negative way of phrasing a positive thing says the opposite of what it actually says. Thus, some readers will see the headline OUR BEEF CONTAINS NO ADDITIVES, but will mistake it to have said OUR BEEF CONTAINS ADDITIVES. This headline is better re-written as OUR BEEF IS 100% PURE.

8. Avoid "IF" headlines
Be declarative in your headlines. Avoid conditional phrases, such as IF YOU BUY THIS LAMP, YOU'LL SAVE MONEY ON YOUR ELECTRIC BILL, and IF YOU NEED A PLUMBER, CALL JOE'S PLUMBING. Conditional phrases drain the power from your headlines.

You are better off: (1) putting the prospect right into your headlines, (2) assuming that your prospect has the need that you are addressing and (3) speaking as though the prospect is already satisfied with your product. For example: WATCH YOUR ELECTRIC BILL SHRINK WITH THIS ELECTRIC LAMP, or "JOE'S PLUMBING SAVED MY HOUSE FROM FLOODING."

9. Say things in the present tense in your headlines
Put vigour and drama into your headlines by saying things in the present tense instead of in the past or future tense. The present tense is stronger and more immediate than the past tense: "I SAVED $1,000 WITH MY MIDLAND BANK MORTGAGE" is weaker than "I AM SAVING $1,000 WITH MY MIDLAND BANK MORTGAGE."

The present tense is stronger than the future tense: T.E.S.T. COMPUTERS WILL MAKE YOU MORE PRODUCTIVE is weaker than T.E.S.T. COMPUTERS MAKE YOU MORE PRODUCTIVE.

10. Make headlines work with the visual, not the body copy
Make your headline tell one part of the story and have your visual tell the other part. Don't use a headline to repeat what the visual is saying. And don't simply illustrate the headline. Let the headline and the visual work together. Avoid blind headlines that make no sense unless the reader reads the body copy underneath them. The majority of readers only read headlines, so you must write headlines that are complete in themselves.

Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.


Todays News by officejax free advertising and ad exchange solutionsAdvertising news reports resources updated Tue. July / 23 / 2019

Digital news platform Patch pivots away from advertising to payments  Axios

Patch, the hyperlocal (and profitable) digital news platform, is doubling down on digital transactions as it seeks to pull further away from advertising as a sole ...


Amazon Advertising: The 2019 Guide  Search Engine Journal

Amazon Ads has changed a lot since last year. Here's an up-to-date guide with everything you need to know about advertising on Amazon.


LHWH Advertising & PR Wins 36 New National Awards  Yahoo Finance

Myrtle Beach, South Carolina, July 23, 2019 -- LHWH, a nationally recognized advertising, public relations and digital marketing firm headquartered in Myrtle ...


AdTheorent Applauded by Frost & Sullivan for its Transformative Digital Advertising Solutions Delivering Real-World, Measurable Business Outcomes  Yahoo Finance

SANTA CLARA, Calif. , July 23, 2019 /CNW/ -- Based on its recent analysis of the North American digital advertising market, Frost & Sullivan recognizes ...


Internet advertising to grow at slowest rate since 2001 dotcom bust  The Guardian

The internet is about to lose its mantle as the fastest-growing sector of the global advertising market for the first time in two decades, as brands seeking risk-free ...


Microsoft Advertising rolling out experiments A/B testing tool globally  Search Engine Land

You will see a new tab in your Microsoft Advertising account soon if you don't already. Experiments is rolling out globally for testing ad copy, landing pages and ...


Lies, Statistics And Digital Advertising Growth 07/22/2019  MediaPost Communications

Is it just me, or does anyone else want to tell The Guardian a thing or two this morning? It has a huge scare story that internet advertising is slowing down and ...


Amazon is turning advertising into its next huge business — here's how  CNBC

Here's how Amazon sells ads, and why it has a natural edge over Google and Facebook in some areas.


LLC: Advertising Agreement Standard Terms and Conditions for Placement of Print, Digital and Preprint Ads - The San Diego Union-Tribune  The San Diego Union-Tribune

The San Diego Union-Tribune LLC: Advertising Agreement Standard Terms and Conditions for Placement of Print, Digital and Preprint Ads.


MLB Considering Uniform Patch Advertising  The National Law Review

After observing the success of the NBA's uniform patch program, Major League Baseball appears ready to utilize similar uniform advertising. According to MLB's ...


Oman Online Advertising Market Spending is Expected to Reach Close to USD 16 Million by the end of 2023: Ken Research  Yahoo Finance

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Enterprise Sales Director - Advertising / Media Solutions - Numerator  Built In Chicago

Numerator is hiring for a Enterprise Sales Director - Advertising / Media Solutions in Chicago. Find more details about the job and how to apply at Built In ...


A new perspective of the American Advertising Foundation  BYU-I Scroll

The clients that the AAF has pitched for in the past; Snapple, Ocean Spray, Nissan, JCPenny etc. The American Advertising Foundation is a collegiate ...


Online job advertising rises 15%; report lists largest firms  Staffing Industry Analysts

Global revenue from online jobs advertising rose by 15% in 2018 on a constant currency basis to reach $22 billion, according to a report released this month by ...


Digital Advertising Glossary For Marketing Your Local Business  Patch.com

Digital Ad Glossary For Your Local Business - Across America, US - These are all the marketing terms you should know to launch a successful digital ad ...


Google suspends Viagogo from advertising over trust concerns  CNBC

Google took action on Thursday after concluding that the Swiss firm was in breach of its advertising policy, basing its decision on advice from advertising ...


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US Cannabis Pioneers Face Chaotic Advertising Laws | Baker Donelson  JD Supra

Businesses preparing to market a new product nationally must follow the rules of trademark law as well as marketing and advertising claims under state and US ...


Kroger to Get Advertising Revamp With New DDB New York Partnership  Winsight Grocery Business

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MFM joins Radio Advertising Bureau for Management Webinar: Thinking and Budgeting Like an Owner  Broadcasting & Cable

Media Financial Management Association (MFM) is pleased to be collaborating with the Radio Advertising Bureau (RAB) to provide an expert speaker for RAB's.


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Amazon asked some advertisers to increase spend on Prime Day by at least 100%  CNBC

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Amazon Advertising Data Science Pioneer Teikametrics Introduces  AiThority

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Classifieds | Classified advertising  Chicago Reader

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The Other Side Of Outdoor Advertising  Crunchbase News

A few weeks ago we wrote about how established startups like Brex and Eaze are using outdoor advertising to get attention from consumers who are overly ...


The Mixing Circles of Gaming and Advertising: Q&A with James Draper, Bidstack  ExchangeWire

Following an increased presence of gaming developers and publishers at advertising industry events, such as Cannes Lions and DMEXCO, within the previous.


VidCon, seed-stage dilution, advertising, privacy, and building a career in design  TechCrunch

The need-to-know takeaways from VidCon 2019 Extra Crunch media columnist Eric Peckham took part in all the craziness that has become VidCon this past ...


Kroger hires firm to build branding, marketing  Dayton Daily News

This is the largest regional grocery suppliers first ever creative agency of record.


Sid Vicious Misses Raw Reunion Despite Initial Advertising  Comicbook.com

The Raw Reunion special episode of Monday Night Raw featured nearly 40 former WWE Superstars this week, highlighted by 'Stone Cold' Steve Austin, Ric ...


Snap's advertising platform saw a spike in interest in Q2  Yahoo Finance

Snap Inc. reports earnings on July 23 and new numbers from web analytics firm Similarweb show something to encourage investors.


Ethical advertising in crypto  Yahoo Finance

Each morning, when we look at email sent to editor@decrypt.co, we find a handful of messages from sketchy organizations, and possibly fake people, asking ...


Why TV Advertising Is Still Worthwhile for Small Businesses  Footwear News

Media experts and independent retailers share tips for getting deals on television ad space and producing TV spots on a budget.


Why commerce companies are the advertising players to watch in a privacy-centric world  TechCrunch

The unchecked digital land grab for consumers' personal data that has been going on for more than a decade is coming to an end, and the dominoes have ...


Traditional Advertising, A Thing Of The Past? Not According To This Report  Forbes

According to a report by the World Federation of Advertisers, given the statement “Looking ahead five years, I can imagine a world without traditional advertising ...


Disney Beats Antitrust Claim, But Must Face False Advertising Over Movie Download Codes  Hollywood Reporter

As streaming services like Netflix and Hulu have ascended, traditional players in entertainment have done all sorts of crazy things to keep up. Take Disney and ...


10 Agency Pros Share Their Best Podcast Advertising Tips  Forbes

Members of Forbes Agency Council share tips for creating an attention-grabbing podcast ad.


This Transcript Shows How Trump's Border Camps Have Thrown A Top Advertising Firm Into Internal Crisis  BuzzFeed News

On July 9, employees at iconic advertising firm Ogilvy met with CEO John Seifert to demand answers about the company's newly-revealed work with US ...


Advertisers 'completely out of touch' with women, study shows - Bizwomen  The Business Journals

Brands should ditch 'the same tired tropes and empty clichés.'


Advertising Campaign Basics (+ How to Make Yours Successful)  G2

Executing an advertising campaign is no easy task. Learn more about the process behind the project and what it takes to get your advertising campaign to be ...


Debt relief: Companies experiment with new retention, advertising tools  Daily Herald

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Amazon hires for 'stealth advertising innovation' team  Business Insider

Two job postings for a new team promise candidates 'unparalleled' access to Amazon's data, suggesting that advertising is becoming a bigger priority.


Angus McQueen, advertising exec who crafted NRA’s image, dies  San Francisco Chronicle

Angus McQueen, whose Midwest advertising agency was a principal architect of the National Rifle Association's modern image until the firm had a remarkable ...


Report: MLB Considering Adding Dopey Advertising Patches To Uniforms  Deadspin

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It's not always easy to know what's best for measuring advertising effectiveness. Learn more about some of the options from those who know best.


Tyson Sued Over Deceptive Advertising  Dairy Herd Management

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Ford Hit With $1.2 Billion Lawsuit For Reportedly Advertising False F-150 Fuel Economy Ratings  powernationtv.com

Because Ford Motor Co. falsified fuel-economy tests, drivers of America's top-selling vehicle, the 2018 or 2019 Ford F-150 pickup, could be spending an extra ...


How To Make Sense Of Advertising In The Streaming TV Industry  Forbes

It is critical for advertisers and other key players in the industry to stay on top of the changing landscape and to understand the relationship between different ...


Facebook Will Now Show You How To Opt Out Of Targeted Ads  BuzzFeed News

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Microsoft Advertising launches Experiments globally  PPC Land

Microsoft Advertising today launched Experiments globally, enabling advertisers to do clean A/B testings. An Experiment is a duplicate version of a campaign ...


Ashby Street Outdoor in Fayetteville sold to Lamar Advertising  talkbusiness.net

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BBC Global News plans to beef up advertising sales staff in 2019  Digiday

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Century, McDavid, Molino, Walnut Hill Businesses Apply Here For Free NorthEscambia.com Advertising  NorthEscambia.com

Up to 50 locally owned businesses in Molino, Century, McDavid and Walnut Hill can receive $3,250 worth of free advertising on NorthEscambia.com through an ...


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JJ Eastwood previously led the expansion of Rakuten Marketing's programmatic, affiliate, and search businesses across Asia Pacific.


Programmatic Advertising Acting as a Differentiated Marketing Strategy Resulting in Increased Customer Base  Herald Space

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Lamar Advertising has partnered with iGotcha Media to deliver touchscreen kiosk for TransLink, the regional transportation authority for Metro Vancouver.


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In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc.


Lamination of Signs
I suspect that everyone has an idea of what lamination is even if you have only seen it in passing. Restaurant menus are a common example.


The Forgotten Advertising Tip
I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is rarely mentioned: Running more than one ad at a time isn't the greatest idea. While it seems like a good idea to spend your monthly advertising budget all at once at the first of the month, is it really gaining you the best exposure? Even if you are running ads on various websites and networks, there is a pretty good chance many of those that see your ad on one site are going to see them on another.


Understanding Internet Banner Advertising
Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix.


The TV Shoot, The Spoiled Brat, And A Painful Lesson
It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign.


When Times Get Tough... or When to Really Advertise
The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.


The Skinny on Billboards
Several years back the billboard people put a big picture of "Sharlene Wells, Miss America" on billboards all over town. She was everywhere.


Advertising Costs Getting Too High?
Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing.


5 Tips for Hot Yellow Pages Ads
Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.


The ONLY Type Of Advertising People LOVE!!
Can it be? Is there advertising that people actually love? You bet there is! And you are already very aware of it. The type of advertising I'm referring to is promotional items, also known as advertising specialties.


If You Want To Get More Customers, Here's 10 Powerful Stories To Improve Your Ads
Remember, as a child lying in bed and listening to stories. Remember how engaged you were.

 

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