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Boost Headline Believability With Specifics


Don't use vague generalities in your headlines. Be as specific as possible. For example, you may want to put a date into your headline, or a profit increase of some specific percentage, etc. When you use something specific, like a date, an exact dollar amount, or an exact quantity in a headline, it suddenly becomes more believable.

Using specific numbers makes the reader believe that you really know what you are talking about, you have researched the information, and that you can document what you are saying. Hopefully, that is all true. You never want to lie, it will ruin your credibility and eventually destroy your business.

But, having said the above, you may sometimes want to understate your claim. The truth may seem like hype, so you may want to tone it down.

Which headline is more believable?

"Using This Long Lost Secret, Our Business Grew By Leaps and Bounds!"

"Using This Long Lost Secret, Our Business Really Sky-Rocketed!"

"Using This Long Lost Secret, Our Business Grew by 973% in 65 days!"

The last one is the most believable, isn't it? Why? Because it appears to have been measured and it is very specific. An exact percentage in a very specific number of days.

"Using This Long Lost Secret, Our Business Grew over 900% in a little over two months!" while better than the first two, still is not as believable as the one that is more precise.

Or how about these sub headlines...

Special Price to End Soon, Buy Now!

Special Price Ends at Midnight, 1 April, Get Your Copy Now While It Is On Your Mind!

Only 37 Copies Left, At This Rate We Expect To Be Sold Out In 43 Hours, Get Your Copy Now! Don't Lose Out, When They Are Gone, They Are Gone.

Aren't the last two more believable that the first?

Here is what Brian Keith Voiles, a master copywriter, has to say about being specific in your headlines:

"Using specifics in a headline make it almost irresistible to your prospect to not continue reading. You need to use exact numbers: hours, minutes, # of days, evenings, dollars, ways, types of something.

Specifics always out-pull generalities. They mean more to our prospect, and they create intrigue about what you're going to tell them in your ad or letter. They draw the reader in."

Let's take a look at a couple more comparison examples. The first example is targeted toward marketers who want to grow their mailing list.

"Over 30 Quick and Easy Ways You Can Grow Your List In One Month or Less... Guaranteed!"

"33 Quick and Easy Ways You Can Double Your List In 30 Days, Guaranteed!"

Which one attracts you more? The second one I'll bet.

Now let's look at a comparison that focuses on people who want to lose weight.

"Over 20 Quick and Easy Ways To Lose Weight In Less Than A Month...Guaranteed!"

"21 Quick and Easy Ways To Lose 10 Pounds In 25 Days... Guaranteed!"

Do you see the difference? Specifics create believability.

So, be as specific as possible in your headlines to increase your believability from the very start of your sales letter or ad and draw your readers further into your sales copy.

George Dodge is owner of the http://www.Headline-Creator-Pro.com website where you can download software to save you time and effort required to quickly create powerful headlines with push button ease.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. January / 21 / 2019

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Blowback suggests Gillette is no Nike | Advertising  AdAge.com

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Facebook Advertising Profiles Are a Mystery to Most Users, Survey Says  The New York Times

About three-fourths of the Facebook users in a Pew Research Center survey said they were not aware of the Ad Preferences page, which lists their personal ...


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A Russian start-up wants to use satellites for advertising  Realnoe vremya

A futuristic idea of broadcasting advertisements in the night sky may become real, and a Russian company that is developing the project aims to perform the first ...


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Beyond the Books: Charter schools spend millions on advertising  KUTV 2News

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Gillette has it right: advertisers can't just celebrate masculinity and ignore the #metoo movement - The Conversation AU
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Barbara Gardner Proctor, pioneering advertising executive, dies - Chicago Tribune
Barbara Gardner Proctor, pioneering advertising executive, dies  Chicago Tribune

Barbara Gardner Proctor started an advertising agency in Chicago that was the first to be solely owned by an African-American woman.


Turkey Imposed Withholding Tax on Digital Advertising - Lexology
Turkey Imposed Withholding Tax on Digital Advertising  Lexology

The Presidential Decree No. 476, published in the Official Gazette of 19.12.2018, has imposed 15% withholding tax on internet advertising. The…


What that Gillette ad says about the trend in woke advertising - CNN
What that Gillette ad says about the trend in woke advertising  CNN

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Barbara Proctor, first African American woman to own an advertising agency, dies at 86 - Washington Post
Barbara Proctor, first African American woman to own an advertising agency, dies at 86  Washington Post

The company was called Proctor and Gardner Advertising. But there was only one founder behind it — Barbara Proctor, maiden name Gardner, the first African ...


Pepsi takeover | Coke rival pouring money into Atlanta advertising - 11Alive.com WXIA
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ATLANTA — Pepsi signs are popping up all over Atlanta - the home of Coca-Cola - in what at least one viewer has described as "Cola Wars 2019." A few more ...


Quip Toothbrushes To Stop Advertising With Ben Shapiro Following March For Life Rally - HuffPost
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The NFL's Playoff Advertising Share Has Increased By 19 Percent Since 2014 - Forbes
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The National Football's share of playoff advertising revenue relative to its three main competitors--National Basketball Association, Major League Baseball, ...


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Study: Medicine advertisements may lead to increase in overdosing - News 12 New Jersey
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A new study may have found that there is a dangerous link between opioid abuse and the marketing of opioids.


TRON plans to partner with the well-known mobile advertising company Kiip in the future - Crypto Economy
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Happy Tax sues H&R Block, alleging false advertising - Accounting Today
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Tax prep franchise Happy Tax has filed a lawsuit against H&R Block in a federal district court in New York, accusing the tax prep chain of false advertising.


DoubleVerify Buys Leiki in Effort to Protect Brands From Awkward Advertising Moments - Adweek
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The concept of brand safety is one that members of the public are now largely aware of, with articles in mainstream press publicizing how ad tech can lead to ...


Amazon (AMZN) Q4 Earnings Preview: Revenue, AWS, Advertising & Prime - Zacks.com
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Planters Is Advertising in the Super Bowl for the First Time in Over a Decade  Adweek

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Verizon plans multiple advertising efforts leading up to Super Bowl commercial  Boston Herald

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Pioneering black woman in advertising dies | Agency News - AdAge.com
Pioneering black woman in advertising dies | Agency News  AdAge.com

Barbara Gardner Proctor was best known as the founder, in 1970, of the first ad agency owned by an African-American woman.


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Rouhani: Iran ICT ministry must prevent SMS advertising  Trend News Agency

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Laboratory studies have shown that kids will request and prefer brands they have seen recently advertised on TV. A new naturalistic study bridges the gap ...


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Amazon's Cloud and Advertising Businesses Could Lift Profits  Motley Fool

Don't overlook these two fast-growing and lucrative revenue streams.


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First Midwest Bank Trust Division Sells 180 Shares of Lamar Advertising Co (LAMR)  Fairfield Current

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Rihanna Sues Father Ronald Fenty for False Advertising, Invasion of Privacy  Rolling Stone

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Happy Tax Files False Advertising Lanham Act Lawsuit Against H&R Block  Business Wire

Happy Tax, the fastest growing tax franchise according to Entrepreneur Magazine, has announced that it has filed suit against the nation's largest tax.


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A new report details the troubling practice of minority youth-targeted unhealthy food advertising by dozens of the nation's largest food/beverage companies.


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Amazon's advertising business is a brewing industry force, and ad buyers and competing retailers and platforms are only starting to come to terms with its weight ...


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Hey Advertising! Let's Waive Together  B&T

On 20 June 2018 Australia's Sex Discrimination Commissioner, Kate Jenkins, announced a national inquiry into sexual harassment in Australian workplaces.


Red Lobster Joining The Tucker Carlson Ad Boycott Isn't Good News - Forbes
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Bangert: Demolition uncovers ‘Used Cars,’ a relic of downtown Lafayette advertising  Journal & Courier

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OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT 01/17/2019 - MediaPost Communications
OTA Fastest-Growing Acronym In Premium Video Advertising -- NOT OTT 01/17/2019  MediaPost Communications

Heroes & Icons, Bounce, Escape, Laugh, Grit, Comet and MeTV. Do you know those TV network brands? You should. Millions of viewers across the U.S. are ...


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How A Little Science And A Lot Of Shady Advertising Boosted Yeast's Popularity  NPR

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The Current Applications Of Artificial Intelligence In Mobile Advertising - Forbes
The Current Applications Of Artificial Intelligence In Mobile Advertising  Forbes

One of the biggest selling points of “AI revolution” across multiple industries is the promise to automate and eliminate low-value business processes. Mobile ...


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What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds  Forbes

What do a chef, a basketball player, a tour manager, a carpenter, and an art dealer have in common? Turns out, the early makings of a successful career in ...


Analyst Predicts Amazon, Netflix Will Introduce Advertising Model In 2019 - Forbes
Analyst Predicts Amazon, Netflix Will Introduce Advertising Model In 2019  Forbes

Amazon and Netflix are likely to introduce advertising sometime later next year, driven by the maturity of the streaming-video market and by increasing advertiser ...


Ontario Honda pulls WHEC ads as TV station stands by decision to fire Jeremy Kappell - Rochester Democrat and Chronicle
Ontario Honda pulls WHEC ads as TV station stands by decision to fire Jeremy Kappell  Rochester Democrat and Chronicle

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5G tech to enable smart cities, advertising will pay for it | Special: Consumer Electronics Show - AdAge.com
5G tech to enable smart cities, advertising will pay for it | Special: Consumer Electronics Show  AdAge.com

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SA's advertising regulator is drafting new rules for social media – and they could hit paid social influencers hard  Business Insider South Africa

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Latest Voter Data Confirms TV's Dominance in Political Advertising with Highest Voter Trust and Influence  Business Wire

Today, the Television Bureau of Advertising (TVB) released new polling research from Research Now SSI, demonstrating TV's continued role in political.


Programmatic advertising on course for expansive year as engage:BDR adds further integrations - Small Caps
Programmatic advertising on course for expansive year as engage:BDR adds further integrations  Small Caps

Advertising company engage:BDR (ASX: EN1) has kicked off 2019 with a flurry of new integrations that will further extend the capability of its proprietary ...


Maine media companies come together to form advertising network - Press Herald
Maine media companies come together to form advertising network  Press Herald

Maine media companies under the ownership of Camden entrepreneur Reade Brower have assembled into a single advertising network called Masthead ...


Here are our 10 most popular media and advertising stories of 2018 - INSIDER
Here are our 10 most popular media and advertising stories of 2018  INSIDER

2018 was a tumultuous year in media and advertising, and our biggest Business Insider Prime stories are a reflection of that. There were articles about Verizon ...


CBS’ Ratings Deal With Nielsen Expires, Complicating Network’s Advertising Buys - Adweek
CBS’ Ratings Deal With Nielsen Expires, Complicating Network’s Advertising Buys  Adweek

A day and a half after CBS and Nielsen's contract expired, the companies still haven't agreed on a new deal—and buyers told Adweek they are trying to ...


Sharing Data for Deals? More Like Watching It Go With a Sigh - The New York Times
Sharing Data for Deals? More Like Watching It Go With a Sigh  The New York Times

Tech companies say consumers prefer being shown ads that are relevant to them. But a professor's research shows they trade data for those ads not because of ...


Hulu Will Start Offering ‘Attribution’ Measures for Advertisers - Variety
Hulu Will Start Offering ‘Attribution’ Measures for Advertisers  Variety

Hulu is the latest media outlet to start offering so-called 'attribution' measures that try to gauge whether ads spurred consumer action.


AT&T resumes advertising on YouTube after brand safety crisis - The Drum
AT&T resumes advertising on YouTube after brand safety crisis  The Drum

AT&T is advertising on YouTube again, almost two years after it pulled spend following an exposé of how many of the word's biggest brands were appearing ...


5 things we learned about AT&T’s media and advertising business in 2018 - Digiday
5 things we learned about AT&T’s media and advertising business in 2018  Digiday

When 2018 began, AT&T did not have a massive media and advertising business. But the telecom giant is closing the year with a portfolio of TV networks, ...


How Kiwi edtech Kami gained six million users without any advertising and secured a $1.4 million investment - SmartCompany.com.au
How Kiwi edtech Kami gained six million users without any advertising and secured a $1.4 million investment  SmartCompany.com.au

Kiwi edtech Kami has raised $1.4 million in its Series A round, and with six million users already, it's setting out to disrupt classrooms across the world.


#FairnessFirst: Time to stand for purpose-led marketing and social impact advertising - Bizcommunity.com
#FairnessFirst: Time to stand for purpose-led marketing and social impact advertising  Bizcommunity.com

Barbara Gardner Proctor, the woman who helped introduce the Beatles to America through a deal with Vee-Jay records, was also the first black female to own ...


When Will DigiTrust and LiveRamp Advertising ID Consortium Be Widely Available? - eMarketer
When Will DigiTrust and LiveRamp Advertising ID Consortium Be Widely Available?  eMarketer

The Advertising ID Consortium is getting off the ground after an eventful 2018: MediaMath's co-founder departed the organization, AppNexus vacated its board ...


Audi Is Making A Welcome Return To Super Bowl Advertising To Tout New E-Tron - Forbes
Audi Is Making A Welcome Return To Super Bowl Advertising To Tout New E-Tron  Forbes

Audi, one of the most successful and most entertaining of Super Bowl advertisers over the last decade, is returning to advertising during the game on February 3 ...


Russian company wants to put advertisements in SPACE so they can be seen in the night sky - Daily Mail
Russian company wants to put advertisements in SPACE so they can be seen in the night sky  Daily Mail

StartRocket is a Russian company hoping to use Cubesats - briefcase sized spacecrafts - in low-Earth orbit and arranging them in a particular way based on the ...


Cannes in the Desert: Advertising, media execs head to CES for the industry’s annual kick-off - Digiday
Cannes in the Desert: Advertising, media execs head to CES for the industry’s annual kick-off  Digiday

This article appears in the latest issue of Digiday magazine, a quarterly publication that is part of Digiday+. Members of Digiday+ get access to exclusive *content*, ...


What Amazon Advertising’s big 2018 advancements will mean for 2019 - Marketing Land
What Amazon Advertising’s big 2018 advancements will mean for 2019  Marketing Land

It's easy to over hype things, but 2018 will be remembered as a momentous year for Amazon's advertising business. It is estimated to now be the third-largest ad ...


Tipico launches new advertising campaign to strengthen brand profile - AffiliateINSIDER - AffiliateINSIDER
Tipico launches new advertising campaign to strengthen brand profile - AffiliateINSIDER  AffiliateINSIDER

Tipico Sportwetten, an online bookmaker, has made a bid to enhance its profile and boost coverage for the latter half of the 2018/19 Bundesliga.


This Russian startup wants to put billboards in space. Astronomers ar - Astronomy Magazine
This Russian startup wants to put billboards in space. Astronomers ar  Astronomy Magazine

Orbital Display is a Russian startup's effort to bring billboard advertisements to low-earth orbit using a grid of tissue box-sized satellites called CubeSats.


PS4 News: Sony PlayStation fined MILLIONS for misleading PS Plus advertising | PS4, Xbox, Nintendo Switch News, Reviews and Features - Daily Star - Daily Star
PS4 News: Sony PlayStation fined MILLIONS for misleading PS Plus advertising | PS4, Xbox, Nintendo Switch News, Reviews and Features - Daily Star  Daily Star

SONY is in hot water after a regulatory commission accuses the firm of intentionally misleading customers.


Marketing Day: Expert marketing predictions, voice-based AI, Amazon advertising - Marketing Land
Marketing Day: Expert marketing predictions, voice-based AI, Amazon advertising  Marketing Land

Here's our recap of what happened in online marketing during the past week, as reported on Marketing Land and other places across the web.


5 resolutions for programmatic advertising in 2019 | Opinion - AdAge.com
5 resolutions for programmatic advertising in 2019 | Opinion  AdAge.com

In our industry, the end of the year is a time for R&R — not rest and relaxation (as the digital ad ecosystem never sleeps), but reflection and resolutions. It's a time ...


‘A place of positivity’: How Imgur pitches advertisers - Digiday
‘A place of positivity’: How Imgur pitches advertisers  Digiday

Imgur says it's growing its ad revenue with a simple pitch: A place of positivity is much safer and effective for advertisers than other more stressful parts of the ...


Social media, Content & Online Advertising Junior - Pedestrian TV
Social media, Content & Online Advertising Junior  Pedestrian TV

The Company: Untitled Group is the collective responsible for a number of unique festivals, events, venues, tours and good times enjoyed by our artists and ...


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