Headlines are the most important part of a print ad.
In fact, David Ogilvy, famous ad man and author of Confessions of an Advertising Man, has said that four out of five people only read headlines. Nothing more.
And if people DO choose to read the rest of the ad, they make that decision based on the headline.
That's a big job to put on the shoulders for what amounts to a few words.
But before you start despiring over your headline-writing skills, take heart. There are several "headline types" that have proven to sell products and services over and over again. Below are four of the most powerful and the easiest to implement.
1. How to. Everyone loves a how to headline. How To Quit Smoking in 30 Days Or Your Money Back. How to Write a Novel in 30 Days. How to Lose Weight Fast.
Why do these headlines work so well? Because they promise a solution to your customers' problems. Why else do so many nonfiction books have how to in the title? If the how to is addressing a need, you feel almost compelled to pick the book up and look at it. Or, in the case of marketing materials or articles, this same natural curiosity can entice you to keep reading to discover the answer.
Keep in mind the better the benefit, the more likely you'll catch your customers' attention. (The benefits in the above headlines are quitting smoking, writing a novel in a month and losing weight.
2. Question. These headlines ask a question (obviously). If you want this headline type to work, it better ask a question that your customers want an answer to. Are you spending too much on your car insurance? Will your marriage fail? Will you know what to do if you're in an accident?
Whatever you do, do not ask a question that only your business cares about. Something like: Do you know what our company has been up to laately? Again, focus on the benefit for the customer.
3. Top ten reasons. Okay, it does not have to be ten reasons or even the top reasons. But just as everyone loves how to headlines, they also love top ten reasons.
Four headlines that work. Five ways to fix a broken toilet. Seven warning signs that your house may be making you sick.
Again, the customers see the benefits immediately. Plus, they know exactly what they're getting – so many reasons for something.
4. Testimonial. This headline uses your customers' words to sell your products or services. This works because people see proof up front that your product or service does what it's supposed to do. If used correctly (meaning people believe it really is a testimonial from a real customer and not something fabricated) then this can be a very effective strategy.
If you choose this headline, put it in quotes so it's obvious it's a testimonial. And use the customers' words as much as you can to …