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High Impact Ads: Powerful Headline


Advertising headlines are designed to be the first thing potential customers read.  The title should be an instant product-seller.  According to a research, five out of six readers read just the headline compared to those who read the complete advertisement.  A well-written headline is one of the secrets of an effective advertisement.  According to John Caples, “If the headline is poor, the copy will not be read. And copy that is not read does not sell goods.”

As a general guide, advertisement headlines should:

1.  Catch attention of the eyes at first glance
Words in headlines should act as tags for the advertisement. It should deliver the complete message of the content both for human and search engines like Google.  Below are some tricks that you can use to write catchy headlines

  • Use numbers
    • Look 10 Years Younger Naturally
    • Get Fit in 30 Minutes, only 50 Cents a Day!
    • 32GB iPhone 5s only $88 with contract
    • 32GB Samsung Galaxy Note only $88 when you trade-in
  • Use what, why, how, or when
    • How Would You Like to Lower Your Mortgage Payment?
    • How Would You Like to Win a Free Vacation to the Bali?
    • What You Need To Know To Become Successful Selling On Ebay
    • Where You Can Go In A Good User Car
    • Why Phillips Bulbs Give More Light This Year?

2. Attract reader and make him read the rest of the Ad
Headlines should be attractive enough that readers would want to go through the details of the advertisement.

3. Carefully select audience
Specific audience should be properly addressed by the ad headline.

  • If both men and women can use your product, both of them should be referred to in the title, missing out even one of the categories is like losing a huge number of potential customers.
  • If you attempt to reach everyone, you’ll come across as vague and impress no one. If you have a remedy for kidney stones, then mention kidney stones in your headline.

4. Do not use strange characters or All CAPS
Using strange characters like “&[email protected]#$+&++” or all capitals will reduce your ad’s credibility and discourage readers to read through ad

5. Use positive words
Headlines should always give out a positive feeling to the reader. Negativity should be totally excluded, as it not only creates a negative impression but may confuse the mind and would send a false meaning of the message being delivered

6. Reflect confidence
Confidence should be reflected in the headline. Do not include any doubtful words like “if” and “but” as conditional phrases are a big NO.

7. Never forget to mention the name of the product in the headline
Product name, model should be mentioned in a headline whenever possible

8. Reflect the customer’s interest and he should feel that he is directly being addressed
Headlines should prioritize readers and should start with ‘you’ instead of ‘we’.  For example, instead of writing “Biogesic – solution for severe headache”, write “Got severe headache? Try Biogesic”

9. Give a snapshot of the benefits of the product
This is an important quality of a well-phrased headline.  Customers look out for advantages when they think of buying a product.  Keywords like whiter teeth, nutritious cereals or miraculous growth should be incorporated in the title.  For example “Get whiter teeth in a month!” or “Change how your house looks by our oriental furniture’”

10. Never use false promises or information
Overly smart headlines are good for award competitions, but they don’t really work with savvy customers.

11. Use bold characters in Ad content for long headline
If applying all these tips will make the headline very long, it may be considered to write the product advantages in bold.  Images could be used to enhance the message but care should be taken so that the headline would say some part of the story and the image will say the rest.

4 Responses to “High Impact Ads: Powerful Headline”

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    Your headlines should be catchy to attract your viewers or subscribers or customers. The best headlines can attract your customers and the good headlines writing can also effect on the advertisement. And thus improve your customers base and may impact positively on ROI.

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