Sell with Powerful Headlines

Advertising legend David Ogilvy once said that the headline is the most important part of any ad. Estimates are that five times as many people will read the headline as the lead and body copy. What’s more, you have only five seconds to catch your reader’s interest in your headline before you lose her.

Whether you are creating a flyer, a newspaper ad or a sales brochure, your headline should attract interest, curiosity and a desire to read on. Here are some ways to do that:

• Create a sense of urgency and/or curiosity in your readers. Make them want to know more, to want what you are offering now.

Example: An all-time profit-generating headline from Bottom Line Personal, an information-based subscription newsletter, simply said:

“What never…ever to eat on an airplane!”
(Aren’t you curious about what not to eat on an airplane, and just a little nervous that if you don’t find out, you may be in trouble next time you fly?)

• If your main headline doesn’t list the benefit to the reader, clarify in your sub-head. Your sub-head should make the customer benefit clear.

In the example above, “What never…ever to eat on an airplane!” was directly followed by:

“The dirtiest, deadliest airline in the whole world…and other surprising secrets you’re not supposed to know.”
(Now I’m really interested. What are the other secrets and what will happen if I don’t know about them?)

• Focus on a benefit by using a “how to” headline. Or try “3 Steps to…” or “7 Ways to…” The reader will continue if he or she thinks they are going to learn something new.

Example: A CPA might say:

“How to Save Up to 30% on Your Tax Bill”

• Ask a question you know your target market is concerned about. Often successful “question” headlines are constructed with the goal of getting your reader to say “yes.”

Example: A carpet cleaning company might ask:

Are You Tired of Having to Clean Your Rugs 3-4 Times a Year?

Try some of these strategies to power up your headlines—and get a stronger customer response.

© Marketing Hotspots 2008 - Vol. 1, Issue 3