The One Thing ALL Effective Advertising Has in Common

Mark Hale ‐ January 31, 2014

The answer, a targeted and well stated HEADLINE, which contains or implies a benefit to the reader.

It does not matter what type of marketing you do, from postcards to billboards, if you want to get prospective customers interested and excited about doing business with your company, creating eye-stopping, attention-grabbing headlines is the first and most important step.

While the content of your advertisement is important for relaying information and nurturing along the interest into a reach for service, it is the headline that creates the initial interest with the reader, and entices them to read more about what your company has to offer.

The headline can be compared to the bait in fishing. The proper bait gets noticed while the incorrect bait gets ignored.

Knowing the six basic types of headlines will help you boost the response to your advertising:

1. The problem/solution headline. Readers are looking for products and services that will make their lives easier. By writing a headline that poses a problem many readers may have and offers the solution your company can provide, you have created a situation that will most likely encourage the reader to take a look at the remainder of your advertisement.

TOO BUSY to cook a hot, balanced meal for your family?

Al’s diner specializes in nutritious food served ready to go so the ones you love can eat well, especially when you don’t have time to cook.

2. The historical event headline. If there is something newsworthy about your product or service, such as it is the world-premiere, or a limited-time offer, it can prove to be an effective draw.

Hey! You Can Participate!

Our new program is being launched and you can have a part in a world premiere event.

3. The testimonial. Providing a testimony from a person that has used your product or service encourages prospective customers to think, “If it worked for him, it can work for me, too!” People are also skeptical and wary of making a mistake when purchasing. Using a testimonial is a way to add credibility to your advertising.

“I have used the STEAK-O-MATIC meat processing system for three months and cooking has never been faster or easier.” Rhett Jones

4. Product claims. Include statistics and percentages in your headline to increase a product’s credibility. It is important to credit the source of the information you use because it gives your prospective customers a piece of mind about using your product. Even if the source is not well-known by the public, it should be included.

NINE out of TEN mothers agree, do-do free Pampers are the most revolutionary product since the toaster.

Source: Modern Mother Magazine

5. Outrageous statements. The purpose of writing a headline is to provoke curiosity in your readers – making an outrageous statement relating to your product or service will almost force your readers to see what you have to say.

Are our blades good?… No… They are damn good!

Become a member of shave club today.

6. Questions. Posing a question to your readers allows them to take an active role in your advertisement. The key is asking a question that most people will feel compelled to answer because it is relevant to their lives. People will naturally want to know what their answer to the question has to do with your products or services, and will continue reading your ad to discover what your company can do for them.

Does the end of your day mean…the beginning of housework?

Headlines are a key component to all successful advertising. The most effective headlines are the ones that contain a benefit to the reader. Headlines must be targeted to a specific audience. To create an effective piece of advertising, sum up the main benefit of your product or service into a concise statement from the point of view of the target audience.

If the headline of your ad misses the point with the target audience, your ad will fail. The importance of a good headline carries over to all forms of advertising, postcards, brochures to billboards, newspaper ads to television and radio advertising.

For your next advertising campaign spend a little time developing the headline and see your returns soar. The next most important element is the call to action which will be covered in an upcoming article. I hope this information makes marketing your business easier. If there is anything we can do to help please give us a call at 727-536-4173.