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Why Most Advertisements Stink!


Question: What do you think the most important part of any ad is?

Your company name?  Your telephone number?  Your offer?

Look at your own advertising.  What stands out?  What is in the largest print?  If it's your company name or logo hold out your wrist so I can whack it with a stick.

What's the answer?  THE HEADLINE!!

You see, without a good compelling headline it won't matter much how great your copy or you offer is, because few will ever read it.

REMEMBER: The Only Job Of A Headline Is To Get The Reader To Read The First Paragraph.

It should be big, bold, dark and easy to read.  But more importantly, it must force the reader to read on.

"HEADLINE TEST"

How do you know you have a powerful, effective headline? 

Here's a great acid test: separate the headline from everything else, out of context, and treat it as a classified ad; nothing but the headline and a response instruction....then ask yourself if people would respond.

So if your headline is, say, the name of your company, the classified ad would read:

"Acme Mortgage, No. 1 in service
and reliability.  For more info,
call 1-800-000-0000."

Trust me, that does NOT work. 

But if the headline is;

"6 Things You Must Know Before Getting
A Home Mortgage.  Free Report Tells All.
Call 1-800-000-0000".

That does work.

Put every headline you use in your ads, letters, flyers, brochures to this test.

Tips For Stronger Headlines

1. Telegraph a dynamic benefit or promise.

 (You want to evoke emotion in every advertisement, always answering the reader's questions, "What's in it for me?  And why should I continue reading this?")

Example:  "You Can Laugh At Money Worries -- If You Follow This Simple Plan"


2. Add "How To" to the beginning.

Example:    "How To Escape the Debt Rat-Race And Get Debt-Free, Fast....."


3. "Flag" your targeted prospects.  Let them know who the ad is talking too. 

Example:  "Credit Card Payment Sufferers: How To End The Pain In 3 Days!"


4. Arouse curiosity. 

Example:  "What Your Banker Doesn't Want You To Know"


5. Use meaningful specifics.

(3 days is more "specific" than "in days").

Example:  "I Instantly Saved $103,239.83 and Never Took The TV Remote Out Of My Hand"


6. Use powerful attention-grabbing words.

(Like "Warning", "Guaranteed", "New", "Now.")

Example:   "WARNING: Credit Card Users May Be Paying To Much"

For a free instant reference guide that reveals time tested formulas to create dynamite, attention-getting headlines visit: http://www.leadgenerationadvertising.com/

Shawn Meldrum has spent the last two decades marketing everything from almonds to landscape lighting.  He currently specializes in marketing for mortgage brokers, loan officers and real estate agents.  For free mortgage marketing articles and much more visit: http://www.mortgagemarketingtips.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 02 / 2021

Roku to Buy Nielsen's Advanced Video Advertising Business - Hollywood Reporter
  1. Roku to Buy Nielsen's Advanced Video Advertising Business  Hollywood Reporter
  2. Roku's advertising ambitions just got even bigger with new Nielsen deal  The Verge
  3. Roku to Acquire Nielsen’s Addressable TV Advertising Business  Variety
  4. Roku to acquire Nielsen's advanced video-advertising business  MarketWatch
  5. Roku to acquire Nielsen's advanced TV advertising division  Axios
  6. View Full Coverage on Google News

FTC asks five e-cigarette firms, including Juul, to turn over more sales and advertising data - CNBC
FTC asks five e-cigarette firms, including Juul, to turn over more sales and advertising data  CNBC

Carriers quarrel over 5G advertising - RCR Wireless News
Carriers quarrel over 5G advertising  RCR Wireless News

Sourcepoint Launches 'Privacy Lens,' to Drive Privacy-First Advertising Transactions - Argus Press
Sourcepoint Launches 'Privacy Lens,' to Drive Privacy-First Advertising Transactions  Argus Press

China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China - Yahoo Finance
China Advertising Association and Trustworthy Accountability Group Launch New Standards to Fight Criminal Activity and Promote Brand Safety in Digital Advertising in China  Yahoo Finance

Texas sues power provider Griddy, alleging deceptive advertising and marketing | TheHill - The Hill
Texas sues power provider Griddy, alleging deceptive advertising and marketing | TheHill  The Hill

Cardlytics To Acquire Dosh To Bolster Digital Advertising Offering - MarTech Series
Cardlytics To Acquire Dosh To Bolster Digital Advertising Offering  MarTech Series

What is programmatic advertising and how does it work? - Kenosha News
What is programmatic advertising and how does it work?  Kenosha News

Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers - healthaffairs.org
Online Advertising Increased New Hampshire Residents' Use Of Provider Price Tool But Not Use Of Lower-Price Providers  healthaffairs.org

AC media students capture American Advertising Awards - KAMR - MyHighPlains.com
AC media students capture American Advertising Awards  KAMR - MyHighPlains.com

TV Advertising Is Usually Not Worth It - Kellogg Insight
TV Advertising Is Usually Not Worth It  Kellogg Insight

Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee - Milwaukee Business Journal
Leading Milwaukee advertising creative Rich Kohnke dies at age 60 - Milwaukee  Milwaukee Business Journal

Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com - Manchestertimes
Two Day Online Seminar: Ensuring Compliance with Advertising and Promotional Requirements for Drugs and Medical Devices - March 18-19, 2021 - ResearchAndMarkets.com  Manchestertimes

Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra - JD Supra
Maryland's Controversial Tax on Digital Advertising Explained | Kelley Drye & Warren LLP - JDSupra  JD Supra

AC Students Earn American Advertising Awards — The Amarillo Pioneer - The Amarillo Pioneer
AC Students Earn American Advertising Awards — The Amarillo Pioneer  The Amarillo Pioneer

How Online Privacy Issues Will Shape Future Use Of Artificial Intelligence In Advertising - Forbes
How Online Privacy Issues Will Shape Future Use Of Artificial Intelligence In Advertising  Forbes

DraftKings is reportedly eyeing sports betting acquisitions - Business Insider
DraftKings is reportedly eyeing sports betting acquisitions  Business Insider

Walmart is looking for a new ad agency - Business Insider
Walmart is looking for a new ad agency  Business Insider

Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge - JD Supra
Maryland Becomes First U.S. State to Enact Controversial Digital Advertising Tax to Immediate Challenge  JD Supra

Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters - Adweek
Meet the Man Whose Advertising Firm Helped Joe Biden Appeal to Black Voters  Adweek

Search Engine Advertising to Hit $171.6B Worldwide in 2021 - Portada-online.com
Search Engine Advertising to Hit $171.6B Worldwide in 2021  Portada-online.com

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Black-owned Chicago advertising agency reflects on popular 70s TV commercials - WLS-TV
Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

Digital advertising rules to be updated - Mirage News
Digital advertising rules to be updated  Mirage News

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Latest Update 2021: Inflight Advertising Market by COVID-19 Impact Analysis by MRS – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Latest Update 2021: Inflight Advertising Market by COVID-19 Impact Analysis by MRS – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertisement Regulator In India Moves To Rein In Social Media Influencers - tntribune.com
Advertisement Regulator In India Moves To Rein In Social Media Influencers  tntribune.com

Klarna establishes Influencer Council after falling foul of advertising watchdog - Finextra
Klarna establishes Influencer Council after falling foul of advertising watchdog  Finextra

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

Aerial Advertising Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2021 – 2028 | Growth Strategies | Market Research Inc Report with Expert Review – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Aerial Advertising Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2021 – 2028 | Growth Strategies | Market Research Inc Report with Expert Review – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertising to Cardboard: COVID's Impact on Sponsorship Agreements in Sports - Sports Agent Blog
Advertising to Cardboard: COVID's Impact on Sponsorship Agreements in Sports  Sports Agent Blog

The Next Era of Digital Marketing: IBM Watson's Stipes on AI Advertising – Beet.TV - BeetTV
The Next Era of Digital Marketing: IBM Watson's Stipes on AI Advertising – Beet.TV  BeetTV

Digital Out of Home (OOH) Advertising Market Is Booming Across the Globe Explored in Latest Report 2021-2026 | JCDecaux Group, Clear Channel Outdoor Holdings Inc., Lama Advertising Company – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Out of Home (OOH) Advertising Market Is Booming Across the Globe Explored in Latest Report 2021-2026 | JCDecaux Group, Clear Channel Outdoor Holdings Inc., Lama Advertising Company – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Diamond Balloon combines aerial digital advertising with high impact tourism attraction - InPark Magazine
Diamond Balloon combines aerial digital advertising with high impact tourism attraction  InPark Magazine

Experiential Advertising Agency Services Market Study Report (2021-2026), Competitive Analysis, Proposal Strategy, Potential Targets|Deutsch, Televerde, Ansira, Antianti, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Experiential Advertising Agency Services Market Study Report (2021-2026), Competitive Analysis, Proposal Strategy, Potential Targets|Deutsch, Televerde, Ansira, Antianti, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Motive trumps incentive advertising in persuading consumers - Mirage News
Motive trumps incentive advertising in persuading consumers  Mirage News

Huskers take home 12 Nebraska advertising awards - Nebraska Today
Huskers take home 12 Nebraska advertising awards  Nebraska Today

Global Traditional Advertising Agency Services Market Future Aspect Analysis 2021-2026 | Epsilon, Televerde, 360I, COX Media, MDC Partners – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Traditional Advertising Agency Services Market Future Aspect Analysis 2021-2026 | Epsilon, Televerde, 360I, COX Media, MDC Partners – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Case: False Advertising/Pleadings (5th Cir.) - Bloomberg Law
Case: False Advertising/Pleadings (5th Cir.)  Bloomberg Law

Dissecting Daft Punk's influence on advertising 'Around the World': Opinion - AdAge.com
Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

J. Scott Franks, charismatic advertising executive, dies at 68 - The Philadelphia Inquirer
J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

Facebook’s New Campaign Defends Targeted Advertising Business - Yahoo Finance
Facebook’s New Campaign Defends Targeted Advertising Business  Yahoo Finance

Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript - Motley Fool
Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

Lakes Region Summer Fun Guide 2021: Book now | Advertising | laconiadailysun.com - The Laconia Daily Sun
Lakes Region Summer Fun Guide 2021: Book now | Advertising | laconiadailysun.com  The Laconia Daily Sun

The Paper Planes creative advertising competition launches - Mumbrella
The Paper Planes creative advertising competition launches  Mumbrella

Advertising Sales Representative (Brookings) | Other Jobs - The Chief News
Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

MOBE PRESENTS FEMALE EXECUTIVES IN ADVERTISING WEEK SERIES TO KICK OFF WOMEN'S HISTORY MONTH - Radio Facts
MOBE PRESENTS FEMALE EXECUTIVES IN ADVERTISING WEEK SERIES TO KICK OFF WOMEN'S HISTORY MONTH  Radio Facts

Reach new customers with The Laconia Daily Sun Tax Tips Directory - The Laconia Daily Sun
Reach new customers with The Laconia Daily Sun Tax Tips Directory  The Laconia Daily Sun

Dealing with bloody taboos in advertising - Sydney Morning Herald
Dealing with bloody taboos in advertising  Sydney Morning Herald

Pinterest discusses advertising and why it's different - MobileMarketing Magazine
Pinterest discusses advertising and why it's different  MobileMarketing Magazine

Daily News wins numerous honors in editorial, advertising contests - Bowling Green Daily News
Daily News wins numerous honors in editorial, advertising contests  Bowling Green Daily News

New Sponsorship, Naming Rights and Advertising Program launched by City - 620 CKRM.com
New Sponsorship, Naming Rights and Advertising Program launched by City  620 CKRM.com

Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce - Forbes
Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

EDPS opinion puts targeted advertising in crosshairs | Article - Compliance Week
EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

The 6th Wave of Advertising Technology: Privacy - AdExchanger
The 6th Wave of Advertising Technology: Privacy  AdExchanger

Self-care is all inclusive, and advertisements should reflect this - Highlander Newspaper
Self-care is all inclusive, and advertisements should reflect this  Highlander Newspaper

Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies - GlobeNewswire
Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  GlobeNewswire

Tv Advertising Market Revenue To Witness Humongous Elevation By 2027 – MRS – The Courier - The Courier
Tv Advertising Market Revenue To Witness Humongous Elevation By 2027 – MRS – The Courier  The Courier

Global Cloud Advertising Market Statistics, Size & Forecast 2023 By Players – Amazon Web Services, Oracle Corporation, Google, Rackspace Hostings, IBM Corporation, Adobe Systems Incorporated, Viant Technology LLC, Salesforce.com, Marin Software, Imagine Communications Corp. - The Bisouv Network
Global Cloud Advertising Market Statistics, Size & Forecast 2023 By Players – Amazon Web Services, Oracle Corporation, Google, Rackspace Hostings, IBM Corporation, Adobe Systems Incorporated, Viant Technology LLC, Salesforce.com, Marin Software, Imagine Communications Corp.  The Bisouv Network

Lamar Advertising Co. Q4 adjusted earnings Beat Estimates - Nasdaq
Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

Advertising on Social Media Regulation: Comments from an FTC Official - JD Supra
Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

Are you utilizing YouTube to advertise your business? - KARK
Are you utilizing YouTube to advertise your business?  KARK

17 big advertisers that are looking for new agencies right now - Business Insider
17 big advertisers that are looking for new agencies right now  Business Insider

This Mentorship Program Wants to Help Women of Color Succeed in Advertising - Adweek
This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

Traditional Advertising Service Market 2021 Industry Growth Analysis, Future Predictions, SWOT Analysis, By Top Players- Traditional Advertising Service are: Epsilon Data Management FRED & FARID TOAD BBDO DDB Worldwide Televerde Goodby Silverstein & Partners Cox Media 360i Fuse Martin Agency MullenLowe MediaCom MONDAY - The Bisouv Network
Traditional Advertising Service Market 2021 Industry Growth Analysis, Future Predictions, SWOT Analysis, By Top Players- Traditional Advertising Service are: Epsilon Data Management FRED & FARID TOAD BBDO DDB Worldwide Televerde Goodby Silverstein & Partners Cox Media 360i Fuse Martin Agency MullenLowe MediaCom MONDAY  The Bisouv Network

Horizon LA Head Serena Duff Dies - Radio & Television Business Report
Horizon LA Head Serena Duff Dies  Radio & Television Business Report

What advertising's biggest industry events will look like in 2021 - AdAge.com
What advertising's biggest industry events will look like in 2021  AdAge.com

Italy: Ministry of Health – Surgical masks are not subject to authorization for health advertising - GlobalComplianceNews
Italy: Ministry of Health – Surgical masks are not subject to authorization for health advertising  GlobalComplianceNews

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Doom advert depicting black person not racist: Advertising Regulatory Board - SowetanLIVE
Doom advert depicting black person not racist: Advertising Regulatory Board  SowetanLIVE

Cigarette advertising could bring in big dollars, but it crosses a line. - Monterey County Weekly
Cigarette advertising could bring in big dollars, but it crosses a line.  Monterey County Weekly

Amazon and Advertising: Watch out Facebook (and Amazon's sellers) - CEOWORLD magazine
Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - Yahoo Finance
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  Yahoo Finance

Alphabet revenue up 23% as core advertising business shows strong growth - CNBC
Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost? - Bloomberg
Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times
Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

Unsealed court document claims Facebook 'knew for years' that a metric was inflated and ignored an employee warning to avoid a revenue hit - Yahoo News
Unsealed court document claims Facebook 'knew for years' that a metric was inflated and ignored an employee warning to avoid a revenue hit  Yahoo News

New Democratic Ad Campaign Ties G.O.P. to QAnon - The New York Times
New Democratic Ad Campaign Ties G.O.P. to QAnon  The New York Times

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

Why small, indie, and creative is the 2021 advertising trend to watch - Fast Company
Why small, indie, and creative is the 2021 advertising trend to watch  Fast Company

What Big Tech’s scrutiny means for luxury advertising - Vogue Business
What Big Tech’s scrutiny means for luxury advertising  Vogue Business

The future of advertising: 9 things marketers should expect to see in a world of ad blockers - AdAge.com
The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

Podcast Advertising Is About Quality Over Quantity - Built In
Podcast Advertising Is About Quality Over Quantity  Built In

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic - Digiday
How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads - NPR
Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

6 essential steps to an effective advertising pitch - AdAge.com
6 essential steps to an effective advertising pitch  AdAge.com

2020: A Record Year for Political Advertising - Bowdoin News
2020: A Record Year for Political Advertising  Bowdoin News

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

College advertising during COVID-19 draws criticism - Inside Higher Ed
College advertising during COVID-19 draws criticism  Inside Higher Ed

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