The headline should catch the attention of
the eye at the first glance. Words in headlines should act as tags for the
advertisement. It should say it all about the content that follows. If a
company is selling reasonably priced furniture, the headline of their
advertisement should be ‘Durable furniture for less’. This headline will attract the right customers
who are on a look out for durable furniture as well as low cost furniture. If
the customers to be reached belong to a category that are interested in
decorating their house with beautiful furniture and aren’t concerned about the
price to get the right look, then the headline can be ‘Change how your house
looks by our oriental furniture’.
Anything other than the prospects should not be included in the
headline. If both men and women can use a product, both of them should be
referred to in the title, missing out even one of the category is like losing a
huge number of potential customers.
The title should be instant product seller.
According to a research, five times more readers read just the headline when
compared to those who read the complete advertisement. So the investment is of
no use, if the title isn’t good enough to sell the product. There can be a
possibility that the content of the ad isn’t strong enough. All the harm can be
undone by having a powerful headline.
The headline should be centered on the
product and not the company that is selling the product. The customer’s
interest should be reflected and he should feel that he is directly addressed. Start with ‘you’ and not ‘we’. So if
the client specified on mentioning the company’s name, don’t start the sentence
with it. For example, instead of writing ‘Tylenol – solution for sever cold ’,
write ‘Have a severe cold? Try Tylenol’.
Never forget to mention the name of the product in the headline. The product
name should NOT be of top priority.
A snapshot of the benefits of the product
should be given in the headline. This is an important quality of a well-phrased
headline. The customers look out for advantages when he thinks of buying a
product. Keywords like whiter teeth, nutritious cereals, or miraculous growth
should be incorporated in the title.
If
inculcating all these factors have made the headline long, it should be
remembered to write the product advantages in bold. If a visual is placed in
the advertisement, it will be a good complement. As a picture can speak
thousands of words. But care should be
taken that the headline should say some part of the story and the visual should
say the rest. Don’t repeat the headline or the picture.
Too much cleverness should not be applied
to design a headline. There are nearly five hundred advertisements in a local
newspaper on weekends and thousands of headlines on when viewing the internet. A regular reader scans the headings of many of
them. He will be able to classify between a false heading and a genuine
heading. No false promises or information should be included in the headline.
Over smart headlines are good for award competitions, but don’t really work
with the savvy customers.
The headline should give out a positive
feeling to the reader. Negativity should be totally excluded as it not only
creates a negative impression but the mind will also be not be receptive
friendly. It sometimes confuses the mind
and it interprets a negative meaning of the message being delivered. Confidence should be reflected in the
headline. Don’t include any doubtful words like if and but. Conditional
phrases are a strict no. The sentence should be in present tense, instead of
past or future.
AdBayUSA.com is a great
place to test your headline and start your advertising campaign whether with
our paid or FREE ads you can also submit NATIONWIDE ADVERTISING by going to:
www.AdBayUSA.com
