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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 Thu. December / 13 / 2018

Denver online retailers caught in advertising sweep  The Denver Channel

A growing number of online retailers in Denver are accused of using misleading advertising practices, according to Denver's chapter of the Better Business ...


How Alexa Is Changing The Future Of Advertising  Forbes

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The Future of Video Advertising Is Artificial Intelligence  Entrepreneur

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How to Craft an Influencer Marketing Strategy That Will Outperform Traditional Advertising  Adweek

The rise of influencer marketing can be credited to the fact that the most impactful advertising comes from the people in our lives. With reports like Nielsen's ...


Interactive ads will be the new face of display advertising  Nieman Journalism Lab at Harvard

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Amazon’s Holiday Toy Catalog Is Advertising Parents Actually Want  WIRED

With Toys R Us gone, those sales are up for grabs, and Amazon wants them. The digital-first company was already beating Toys R Us in market share.


Hogan communications director joins advertising and strategy firm that worked on Maryland governor's campaigns  Baltimore Sun

Maryland Gov. Larry Hogan's former communications director and deputy campaign manager is joining an Annapolis-based advertising and strategy firm that ...


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In recent weeks, Facebook confronted yet another privacy scandal, in light of leaked court documents suggesting that its staff discussed the idea of selling user ...


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Want to develop a relevant, sustainable, and scalable advertising strategy that prioritizes customer experience? Focus on these five key areas.


Media, advertising and technology: Most-clicked stories  SmartBrief

The summer brought plenty of refreshes for some of media, technology and advertising's biggest names. Uber rebranded its properties, including its mobile app ...


Panama City Beach Advertising for Bids for New Fire Station  My Panhandle

Panama City Beach has started advertising for bids for the construction of a new fire station. It will be located off nautilus street north of panama city beach ...


Advertising news today: CBS lawsuit, Verizon writes down Oath  Business Insider

Everything that you need to know in advertising today, from CBS News settling a case involving Charlie Rose to Verizon's write-down of Oath.


Camp Fire lawsuits target PG&E for advertising about its safety work  San Francisco Chronicle

Pacific Gas and Electric Co. misled the public about its efforts to maintain power equipment in a way that helps prevent wildfires, Camp Fire victims allege in a ...


The state of advertising has never been better  Campaign US

How about all that doom and gloom casting an ugly shadow over adland? The negativity is real. But don't be fooled. The industry is not in any roller coaster-style ...


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A restaurant near the campus of Clemson University has upset students. Their grave error? Naming one of its sandwiches the “Tijuana Chicken Sandwich.”


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As I mentioned last week, Apple's present iPhone Xs billboard advertising campaign is ubiquitous at the moment, especially this image, totally flooding the ...


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Award-winning British artist Gillian Wearing created a deep fake video of herself as part of her exhibition at the Cincinnati art Museum.


What this advertising agency learned by opening a coffee shop in Locust Point  Technical.ly Brooklyn

Planit president and cofounder Matt Doud on why the company opened Order & Chaos Coffee as a part of its new office. What this advertising agency learned by ...


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Saying the issue was moot, the Arkansas Court of Appeals today dismissed a TV station's appeal of a court decision enjoining the airing of advertising critical of ...


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Tech giants need to take more responsibility for the advertising that make them billions  Delano.lu

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How blockchain could change the advertising industry  The Enterprisers Project

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4 Ways Agencies Can Be More Transparent in Their Advertising  Adweek

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In-Feed Native Ads: Measuring Native Advertising  Forbes

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Global eSports Market Market Outlook 2024 By Revenue Stream-Sponsorship & Advertising, Ticket Sales, Merchadising & Others - ResearchAndMarkets.com  Associated Press

DUBLIN--(BUSINESS WIRE)--Dec 12, 2018--The “Global eSports Market (By Revenue Stream-Sponsorship & Advertising, Ticket Sales, Merchadising & Others; ...


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AAF Amarillo accepting entries for 2019 American Advertising Awards  abc7amarillo.com

The Amarillo chapter of the American Advertising Federation is now accepting entries for the 2019 American Advertising Awards. Entries will be accepted ...


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CHINA. Airport Authority Hong Kong (AAHK) and JCDecaux have partnered to launch a new digital advertising platform on AAHK's mobile app at Hong Kong ...


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Looking at the universe of stocks we cover at Dividend Channel , on 12/14/18, Hanover Insurance Group Inc (Symbol: THG), Lamar Advertising Co.


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The bus advertising program could generate up to $100000 in new revenue, city staff said.


Diageo under fire for 'deceptive' Cîroc vodka influencer advertising on Instagram  The Drinks Business

Drinks giant Diageo is under fire for “deceptive” advertising after social media influencers published thousands of promotional posts for Cîroc vodka without ...


Advertisers' body opposes proposed media policy - Newspaper  DAWN.com

KARACHI: The Pakistan Advertising Association (PAA) has said that it is in favour of meaningful changes, or reforms, aimed at improving transparency and ...


WPP advertising group to cut 3,500 jobs in £300m restructuring  The Guardian

WPP is to cut 3,500 jobs worldwide and shut or merge almost 200 offices as the embattled advertising group seeks to restructure after a torrid year that included ...


The State Of Advertising Has Never Been Worse  Forbes

While in-house agencies and consultancies are on the rise, the former lack agency-grade talent and the latter lack creative or media capabilities for marketing ...


Open Measurement Software Development Kit for Mobile In-App Advertising Gains Global Adoption, Enabling Viewability Measurement on 2 Billion Devices Globally  Business Wire

The IAB Technology Laboratory's Open Measurement Software Development Kit (OM SDK) has achieved tremendous support by measurement companies, ...


Rideshare advertising startup Firefly launches with $21.5M in funding  TechCrunch

Firefly, a startup that allows rideshare drivers to make money through digital advertising, is officially launching today. It's also announced that it has raised $21.5 ...


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When it comes to the movie box office, bright spots like Ralph Breaks the Internet, Creed II and A Star Is Born are lifting the spirits and fortunes of Hollywood ...


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Amazon Advertising Options Guide: What Marketers Need to Know  Search Engine Journal

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KARACHI: The Pakistan Advertising Association (PAA) held its Central Executive Committee (CEC) meeting on 10′ December, 2018. The participants ...


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Executive Summary | Key Findings | Introduction | Review of ads | Advertising's influence on news | Ads on social | The turn against advertising | Ads on search ...


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The panel governing medical cannabis in Maryland has imposed strict regulations that effectively ban advertising by marijuana companies. News outlets report ...


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Are Facebook's advertising policies sexist? I examine one case where an employer included the phrase "equal pay" in a job advertisement, only to have the ad ...


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Disney's growing digital video portfolio is going all-in on Google.


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Last week, I noticed a giant Red Bull display in the Frist Campus Center C-Store that included the message: “Shaping up your GPA? Red Bull gives you wings.


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London Mayor Sadiq Khan said Friday that junk food advertising will be banned on the city's entire public transportation network from February, as part of a plan ...


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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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