Tags |
|
|
Links |
|
|
Member You - Advertising Headlines and How to Write Them
Perhaps the greatest obstacle to good advertising is excess. Ads can end up so crammed with ideas and features that they appear dense and uninviting. If over-designed, they can become more artistic than motivational, obscuring the sales message. If over-written, they can become over-subtle or over-cute. Certainly, some of the best ads ever created are clever and visually arresting; but good ads must also sell. Similarly, selling points may over-promise. Use "largest," "best" and other superlatives only if you can back them up. Avoid any claim that could be construed as deceptive. In addition, make sure the overall
7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while posi
The DMADV methodology can not be better explained than by comparing it with DMAIC methodology despite their fundamental differences. Take for example, the case of a traveling salesman who convinces a customer to buy at the best price. After invoicing and collecting the shipping details, he discovers that there is a problem with the packaging department which is unable to reduce the shipping volume as desired by the customer. The salesman now remembers that nowadays, more and more customers are demanding that their shipments volumes be reduced when packaged.Now, the packaging department has a problem on their hands which they are unable to reso
Use your headline as a flag to attract readers who are interested in your product. If you are selling a solution to premature hair loss, put PREMATURE HAIR LOSS in your headline. Your headline will catch the eye of everyone who suffers from this predicament. If you want teenagers to read your ad, put TEENAGERS in your ad. Be careful that you do not put anything in your ad that excludes prospects. For example, if you are selling a cellular phone that can be used by men and women alike, do not slant your headline toward men alone. That will only cause women to think that your ad does not apply to them.
2. Appeal to your reader’s self-interest with your headline
Make every headline you write appeal to the interests of your prospect and not those of the company that is selling the product. Instead of saying SPIRITOL WILL CURE YOUR HEADACHE, say GOT A HEADACHE? CURE IT WITH SPIRITOL. Begin your headlines with YOU rather than WE.
3. Sell your product in your headline
David Ogilvy, an advertising pioneer of the 1960s and 1970s says that, on average, five times as many people read your headline as read your copy. So it follows that unless your headline sells your product, you have wasted 90% of your money. So your headline should do some selling whenever possible.
4. Include your selling promise in your headline
The best headlines promise readers a benefit, such as fewer cavities, cheaper gas, whiter clothes. Your selling promise is simply the greatest benefit that you are advertising about your product, so include it in your headline. This often makes for headlines of at least 12 words. People read long headlines as long as they (1) promise a benefit, (2) complement an intriguing visual, and (3) are part of an attractive ad design. Don’t shy away from long headlines. A headline is too long only when it uses one word more than is needed to sell its message.
5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role in advertising — keeping your product’s name at the top of the consumer’s mind.
6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don’t necessarily sell your product. In the average newspaper, your headline competes with 350 others for your reader’s attention. Readers skim fast through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines, while they may win awards at advertising galas, often serve to draw attention to themselves and away from the product. Don’t write clever headlines just for the sake of it.
7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while posit
Have you ever wondered as a business-person why print advertising in the local newspaper key of such dismal results? Have you ever wondered why the advertising sales representatives and account executives as they are called continually tell you that it is about exposures and repetition? They tell you this as you give them a check each month for the advertising that never really pulls for you.Of course as they say Yellow Page Advertising is not much better and that bill comes every month also and often if it is the phone company, the actual phone book you will find that they may shut off your phone if you don't pay them. Of course they have
2. Appeal to your reader’s self-interest with your headline
Make every headline you write appeal to the interests of your prospect and not those of the company that is selling the product. Instead of saying SPIRITOL WILL CURE YOUR HEADACHE, say GOT A HEADACHE? CURE IT WITH SPIRITOL. Begin your headlines with YOU rather than WE.
3. Sell your product in your headline
David Ogilvy, an advertising pioneer of the 1960s and 1970s says that, on average, five times as many people read your headline as read your copy. So it follows that unless your headline sells your product, you have wasted 90% of your money. So your headline should do some selling whenever possible.
4. Include your selling promise in your headline
The best headlines promise readers a benefit, such as fewer cavities, cheaper gas, whiter clothes. Your selling promise is simply the greatest benefit that you are advertising about your product, so include it in your headline. This often makes for headlines of at least 12 words. People read long headlines as long as they (1) promise a benefit, (2) complement an intriguing visual, and (3) are part of an attractive ad design. Don’t shy away from long headlines. A headline is too long only when it uses one word more than is needed to sell its message.
5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role in advertising — keeping your product’s name at the top of the consumer’s mind.
6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don’t necessarily sell your product. In the average newspaper, your headline competes with 350 others for your reader’s attention. Readers skim fast through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines, while they may win awards at advertising galas, often serve to draw attention to themselves and away from the product. Don’t write clever headlines just for the sake of it.
7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while posi
Harry Truman stated, "The only new thing in the world is the history that you don't know." Truman spent many years studying the history of those who preceded him. His study paid off. Truman today is regarded as one of America's greatest Presidents. The reason history is important is because we live in a cause-and-effect universe. Similar choices produce similar results at the individual (micro) level and at the national (macro) level. History is the story of choices made, and the results of those choices. LESSON ONE: Look For What Worked And What Didn't Work, And Why You can use history like a case
4. Include your selling promise in your headline
The best headlines promise readers a benefit, such as fewer cavities, cheaper gas, whiter clothes. Your selling promise is simply the greatest benefit that you are advertising about your product, so include it in your headline. This often makes for headlines of at least 12 words. People read long headlines as long as they (1) promise a benefit, (2) complement an intriguing visual, and (3) are part of an attractive ad design. Don’t shy away from long headlines. A headline is too long only when it uses one word more than is needed to sell its message.
5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role in advertising — keeping your product’s name at the top of the consumer’s mind.
6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don’t necessarily sell your product. In the average newspaper, your headline competes with 350 others for your reader’s attention. Readers skim fast through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines, while they may win awards at advertising galas, often serve to draw attention to themselves and away from the product. Don’t write clever headlines just for the sake of it.
7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while posi
First some answers on a not so serious note:1. Make an estimate, then multiply by 2, divide by 0.134263 and take the square root after adding Pi times the estimate times 12.3452. Use a dart board and get some friends together to change the numbers to very high 8 figures. The one person that hits the same estimate range on the dart board 3 times is the closest to the estimate.3. Take a wild swing and at the end of the report, cite the analyst firm IMTSU 2006 (I Made This Stuff Up).There are 3 portions to the cost of resolving the options backdating issue:1. Tangible costs - Regulatory fines and expenses - Internal
5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role in advertising — keeping your product’s name at the top of the consumer’s mind.
6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don’t necessarily sell your product. In the average newspaper, your headline competes with 350 others for your reader’s attention. Readers skim fast through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines, while they may win awards at advertising galas, often serve to draw attention to themselves and away from the product. Don’t write clever headlines just for the sake of it.
7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while posi
The Past, The Present And The Future, A Compulsive Gambler’s Thoughts Part 3 is a collection of poems that express what I was going through during the last ten years of my life. Through this experience I was able to better understand what I was going through before, during and after with my compulsive gambling addiction. You learn an awful lot about your self when you are able to put it into words. In part 3 there are two more poems Peaceful Feelings Came Over Me and Living Life To The Fullest.Peaceful Feelings Came Over MeRetrieving emotions bottled up for yearsBalanced biological needsRemoved the fearsGr
7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while positive statements leave a positive impression. SPRINTAB CURES YOUR HEADACHE is a positive way of saying SPRINTAB WILL NOT LET YOUR HEADACHE STAY FOR LONG. Stick with the positive.
Secondly, statements phrased in a negative way often mislead readers. They think your negative way of phrasing a positive thing says the opposite of what it actually says. Thus, some readers will see the headline OUR BEEF CONTAINS NO ADDITIVES, but will mistake it to have said OUR BEEF CONTAINS ADDITIVES. This headline is better re-written as OUR BEEF IS 100% PURE.
8. Avoid “IF” headlines
Be declarative in your headlines. Avoid conditional phrases, such as IF YOU BUY THIS LAMP, YOU’LL SAVE MONEY ON YOUR ELECTRIC BILL, and IF YOU NEED A PLUMBER, CALL JOE’S PLUMBING. Conditional phrases drain the power from your headlines.
You are better off: (1) putting the prospect right into your headlines, (2) assuming that your prospect has the need that you are addressing and (3) speaking as though the prospect is already satisfied with your product. For example: WATCH YOUR ELECTRIC BILL SHRINK WITH THIS ELECTRIC LAMP, or “JOE’S PLUMBING SAVED MY HOUSE FROM FLOODING.”
9. Say things in the present tense in your headlines
Put vigour and drama into your headlines by saying things in the present tense instead of in the past or future tense. The present tense is stronger and more immediate than the past tense: “I SAVED $1,000 WITH MY MIDLAND BANK MORTGAGE” is weaker than “I AM SAVING $1,000 WITH MY MIDLAND BANK MORTGAGE.”
The present tense is stronger than the future tense: T.E.S.T. COMPUTERS WILL MAKE YOU MORE PRODUCTIVE is weaker than T.E.S.T. COMPUTERS MAKE YOU MORE PRODUCTIVE.
10. Make headlines work with the visual, not the body copy
Make your headline tell one part of the story and have your visual tell the other part. Don’t use a headline to repeat what the visual is saying. And don’t simply illustrate the headline. Let the headline and the visual work together. Avoid blind headlines that make no sense unless the reader reads the body copy underneath them. The majority of readers only read headlines, so you must write headlines that are complete in themselves.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.memberyou.net/article/7205/memberyou-Advertising-Headlines-and-How-to-Write-Them.html">Advertising Headlines and How to Write Them</a>
BB link (for phorums):
[url=http://www.memberyou.net/article/7205/memberyou-Advertising-Headlines-and-How-to-Write-Them.html]Advertising Headlines and How to Write Them[/url]
Related Articles:
IT Consulting: Sell Services, Not Products
FileNet and Other Collaborative Solutions
Businesses may choose other collaborative software, or groupware that covers more informal, or ad hoc, processes that FileNet cannot cover. The important thing is that businesses find collaborative software which meets its specific needs.
Bookmark it:
|