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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 Thu. March / 28 / 2024

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23 Gen Z advertising and marketing leaders  Ad Age

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SNAP Brings Sponsored AR Filters for Advertisers on Snapchat  Yahoo Finance

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Adobe's new GenStudio platform is an AI factory for advertisers  The Verge

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Comedian Ed Gamble swaps hot dog for cucumber over Tube ad rule  BBC.com

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Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say  Ars Technica

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GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities  GroupM

Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down - Search Engine Land
Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

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New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

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Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising  ExchangeWire

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Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate  JD Supra

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Brands report a rise in imposter advertisers on platforms like Meta & TikTok  Modern Retail

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The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

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Advertising can find its mojo again  The Media Leader

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Sing Tao House to be renovated into new advertising firm  The Post

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CFPB Flags False Advertising Risk For Money Transfer Firms  Law360

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Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood  CoStar Group

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Changing the Game: How Games Advertising Powers Performance  IAB

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Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising  ECOWAS

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Russian media advertising market grows 'fantastically' — RealnoeVremya.com  Realnoe vremya

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Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

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Advertising Agency 2024: Gale  Campaign US

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A robot lawn mower eschews springtime advertising to stand out  The Media Leader

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New IAB Study Reveals Games Advertising Among Top Three Investment Growth Areas Alongside Digital Video  IAB

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HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent  PesaCheck

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Introducing the Rise of Crypto Officer: Pioneering the Future of Digital Advertising  StreetInsider.com

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Measured solves advertising’s walled garden problem  Martechcube

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Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers  PR Newswire

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Advertising giant GroupM pledges to double spending on women’s sports  Awful Announcing

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The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024  DataDrivenInvestor

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HOAX: This poster advertising jobs for drivers at Victory Farms is a scam  PesaCheck

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CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

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Dutch court rules KLM advertising campaign was “greenwashing”  Kennedys Law

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Why the joys of real-world advertising still can't be recreated by AI or screens  The Drum

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Mobile Advertising 2024  eMarketer

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K&L Gates commercial litigator takes advertising expertise to Venable  World Intellectual Property Review

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EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause  PYMNTS.com

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Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

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Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling?  MeTV

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Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers.  Insideradio.com

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'For your consideration': How Janice Min is selling entertainment advertisers on The Ankler  Digiday

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All-conquering Publicis snaffles Pfizer creative from IPG  More About Advertising

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Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

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Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

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SeaWorld unveils major advertising campaign  Travel Weekly

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Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

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Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising  Benzinga

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The most innovative advertising and marketing companies of 2024  Fast Company

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Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

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HOAX: This poster advertising vacancies at KenGen is inauthentic  PesaCheck

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Introducing Ambient Array: A New Era of B2B Advertising  PR Newswire

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EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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Paramount+ sees "pent-up demand" for advertising  AdNews

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Agency Report Card 2023: BBDO | Advertising  Campaign Asia

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Agency Report Card 2023: McCann Worldgroup | Advertising  Campaign Asia

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Environmental group alleges 'greenwashing' by FortisBC in advertising  Vancouver Sun

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Agency Report Card 2023: OMD | Advertising  Campaign Asia

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Interactive In-Stream Video Advertising: Engaging Audiences Through Immersive Experiences  Robotics and Automation News

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Tesla Has Started Advertising On Facebook And Instagram  CarScoops

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Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

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