Writing Headlines for Advertisements

Writing Headlines for AdvertisementsWriting Headlines for AdvertisementsA headline is one of the most important pieces of communication in advertising. Whether its a print ad, a billboard, an online banner, or a brochure, this is your chance to grab the consumers attention, and entice them to read on. Do it well, and youll start a conversation that ends in a sale. Do it poorly, and youll never have the chance...theyll look elsewhere before you can give them any more information. But what makes a good headline. Where do you even begin? Its time to do a little research. Look At The Headlines That Entice You Before you start writing headlines for advertisements, take a quick test. Flip through a magazine, newspaper or even visit a website and read a few stories. How did you make your decision on which stories to select? It wasnt the fancy opening sentence or the little picture that went along with the article. The headline and maybe even the subhead made you want to read or even ign ore the story. The same rule applies to print advertising. Consumers scan headlines before committing to reading the entire ad. If you havent written a powerful headline, your print ad copy might as well say, blah, blah, blah, because its bedrngnis going to be read. Writing your headline is one of the most important factors in writing your print ad. An effective headline doesnt just pique your readers curiosity. It hooks them. They are drawn into the ad, compelled to read more. There are many approaches you can take to write a solid headline. Explore these various methods for every print ad you create. Its OK to Be Direct with an Offer or Guarantee If you have a special offer that will lure customers in, dont think you have to spend hours trying to create a witty, humorous headline to go along with your ad copy. Sample headlines from existing print ads 30 Free Digital Camera Prints from SnapfishPrint ad for SnapfishLifeStyle PartyTime Kitchen $159.99Print ad for Step 2Take a 30- day test drive and decide for yourself.Print ad for Escort Radar Make a Memorable Statement These are the popular type of headlines you usually see in print ads zustromning in national magazines. Sometimes theyre creative and catchy. Sometimes theyre just a couple of short words. Sometimes theyre a sentence or two. Magazines are loaded with these headlines. This is why a lot of people think you must write this type of headline in buchen for your ad to be a success. That isnt always the case, of course. Knowing your market, your products and what exactly it is youre trying to sell will help you determine if using a statement as your headline is right for your ad. Sample headlines from existing print ads Be One in a Million, Not One of a MillionPrint ad for Pantene Pro-VEasier MacPrint ad for Chef Boyardee Mac CheeseStop. Rinse. Play.Print ad for Mr. Clean AutoDry CarwashViruses can live on surfaces for days.Print ad for LysolThe Gorilla Has Evolved. Now It Gets Stronger, Faster. Print ad for Gorilla Glue Use News in Your Headline If your ad is introducing a new product to the market or an improvement on one of your existing products, you can use that news in your headline. Introducing, Finally, Announcing, Now and New are popular choice words youll find in these types of headlines. Sample headlines from existing print ads Introducing Freschetta Pizzamore. For Take-Out Taste at Your Place.Print ad for Freschetta PizzamoreWeve Always Helped You Rock. Now We Help You Roll.Print ad for XM NavTrafficNew Southwestern Style Veggie CakesPrint ad for MorningStar FarmsIntroducing a World of Healthy FlavorsPrint ad for Pilgrims Pride EatWellStayHealthy The Question (and Sometimes Answer) Headline The question and answer format can easily be overdone in advertising. A questions wording can also run the risk that your potential customer can answer the question with a no and theyll skip reading your ad. Carefully choose your question so you dont lose your reader right from the start. Sample headlines from existing print ads Need Curb Appeal? Go With a ProPrint ad for Classic Gardens and Landscapes Inc.Do your plans include having another baby in the next five years?Print ad for MirenaHow do you heal dry skin? Use a lotion thats actually attracted to it.Print ad for Curel besonderes Healing Intensive LotionUncomfortable? Comfortable.Print ad for Dulcolax Stool SoftenerWant to Know How to Make Kids Happy? Look Inside.Print ad for Kraft Singles Note that not all question headlines have the answer in the headline and they dont have to be straightforward questions that rely on a yes or no answer. You can be creative with your questions and this can also help you avoid the question headline that allows your potential customers to easily answer no and move on to the next ad. Sample headlines from existing print ads From scratch? Itll take 15 minutes to find out if youre out of garlic.Print ad for Ore-Ida Roasted PotatoesHow do you redesign the mos t beloved small SUV? Very carefully.Print ad for Subaru ForesterWhy use fake flavors and additives when you can use lemongrass and coconut?Print ad for KashiAre the hairs on the back of your neck begging for exercise?Print ad for Ford FlexWhat will you keepsake?Print ad for HallmarkIs it a vacuum cleaner that kills germs? Or a germ-killer that vacuums?Print ad for Halo Vacuum Cleaner Show the Benefits You know theres a benefit for customers choosing your product over your competitors. Putting the benefit(s) right into your headline can immediately capture the readers attention. It all comes down to that dont say it, prove it mentality. Sample headlines from existing print ads Spread Endorsed by Cardiologists. And Taste Buds.Print ad for PromiseWe have twice the antioxidant power of orange juice and we help protect your immune system.Print ad for Welchs 100% Grape JuiceIve got 60% less fat than regular potato chips and the killer abs to prove it.Print ad for Chex MixValvoline Sy nPower Offers 4X Better Wear Protection Than Mobil 1Print ad for ValvolineOnce-monthly Boniva builds bone density to help keep my bones strong and healthy.Print ad for BonivaMy, What Strong Teeth You Have. Orbit Extra Helps Fight Cavities, Strengthens Teeth.Print ad for Orbit Gum Testimonials Are Powerful Persuaders Your headline can be straight from your customers mouth. Testimonials arent as popular as other types of headlines but they can be very convincing for a potential customer to keep reading. Sample headlines from existing print ads Ive relied on Lexol products for 30 years.Print ad for LexolI learned about Little Remedies from experience...my cousins.Print ad for Little RemediesMy Ultra is 9 years old and still looks and works as good as new.Print ad for Ultra wet GrindersI Use usaa.com to Manage My Accounts Every Day.Print ad for USAAA 14 on a Scale of One to Ten. Its That Good.Print ad for Zon Create a How-To Using a how-to headline is found more in newspaper ad s these days as opposed to print ads in magazines. Using a how-to headline like, How to Stop Smoking in 2 Weeks, can give your ad a lot more mileage than, Quitting Smoking is Hard. This can be a very easy headline to write if your product is right. These headlines dont have to sound like a how-to instructional book either. They can be creative too. Sample headlines from existing print ads How to Get Results Super Fast with New XomaxPrint ad for XomaxHow to Destroy Canadas Ancient Boreal Foreset, in 3 Easy Steps.Print ad for Greenpeace Share the Reasons Reasons are another quick way you can come up with a good headline. In fact, a headline that states the reasons can help jump-start your entire ad. Simply state that there are so many reasons why your company is this or your product is better than that, and then the body of your ad copy backs up those numbered reasons. Sample headlines from existing print ads Here are 200 Reasons Why Coldwell Banker Properties is 1Print ad for Col dwell BankerThe List of Reasons to Use the Body Journal is Endless. But It Starts Here.Print ad for Body Journal6 Ways Chevrolet is BetterPrint ad for Chevrolet Used Cars Try writing your headline from a variety of these approaches. You dont have to narrow your list all the way down to just one headline. You can always run an A/B test to see which headline is pulling in more consumers. Run one ad in one magazine with your first headline and change the headline for the second magazine. An easy way to track your A/B test results is by using a different URL in each of the ads. Create two identical pages you want your customers to visit. Put one URL in one ad and the other in the second ad. That way, youll know exactly which headline is attracting the most customers and generating the most sales for your company.