There is no denying the fact that the success of an advertisement lies mostly in the headline. The headline should attract the reader and make him read the rest of the advertisement. The headline should be simply catchy and various key points should be embedded when deciding on the headline for the ad.
At the first glance, the headline should immediately catch the attention. Tags for the advertisement should be embedded in the wording if headline. The difficult is that it need to say about the content that follow. If a furniture company selling reasonable price items, the headline of advertisement should be ‘Durable furniture at affordable price’. This headline will attracted the targeted customer who is looking for ‘durable furniture’ as well as ‘affordable furniture’. If the targeted customer is looking for decorating their house with high quality and good looking furniture and aren’t concern about the price, then the headline should be ‘Change your house to unique looking by our high quality furniture’.
The headline 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 headline 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.
A newbie mistake is centered the headline to the company selling the product instead of the product. The ads should be direct addressed to his or her interests. Start with ‘you’ and not ‘we’. Don’t start to sentence with company name in case the client specified on mentioning of the company name. For example, write ‘Got sever cold – Try Tylenol’ instead of ‘Tylenol – solution for the sever cold’. The product name is top priority to put in the headline, don’t forget that trick.
A well phrased headline should include a short description of the benefits of the products, this is an important quality factor. When a customer think about buying a product, the first point is benefits. Important keywords directly related to the benefits should be included in the headline. If combine all of these factors made the headline long, the product advantage should be marked as bold. A good complement of an advertisement is place a visual element in it. A pictures speaks for thousand words. Taking care is this combination, the headline says some part of the story and the visual should say for the rest. Don’t repeat the headline for picture.
Don’t put so much cleverness in to the headline. There are so many advertisement in a local newspaper or web pages. A regular reader reads the headings of all of them. He or she will be able to classify between a false heading and a winning heading. Don’t include false promises or false information in the headline. For award competition, over smart headlines can be good, but with the savvy customers it don’t really work effectively.
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 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.