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Testing Headlines


A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.

The latter precept, that a headline should actually try to sell something, is not as universally known as it might be. The vast proportion of headlines actually say nothing what'soever about the product and the benefits of owning it. And the reason for this is that good, selling headlines are not easy to write. So the majority of so-called copywriters take the easy route and produce something which they think is humorous or eye-catching and hope that this will do the job. That it won't and doesn't can be witnessed day in and day out in press ads, brochures and websites worldwide.

But I digress.

There is sadly no absolute test that a headline will do the job it is paid to do. If there were, we benighted copywriters would be earning ten times what we are earning now, on the grounds that our work would be foolproof. Every headline we conceived would be irresistible; and products would move off shelves like Spring snow off a dyke.

But there is a test - a very good and worthwhile test - that you can apply to any headline you create. I call it the 'So What?' test.

Allow me to give you an example of 'So What?' in action. If you produce a headline that says: Our Widget works twice as fast as any other Widget, and then ask yourself 'So What?', it immediately becomes clear that the line is bereft of a sales proposition. Because there is no obvious benefit to the potential customer.

On the other hand, if you write: Our Widget works twice as fast, so you do the job in half the time, then the 'So What?' has been answered. Your customer can cut his production time by 50%.

Likewise, were you to write: Our Widget is so small, it fits into the palm of your hand, you simply invoke 'So What?'. Which results in: Our Widget fits into the palm of your hand, so it goes wherever you go. In this case, the benefit is portability. You can use it anywhere.

Over the years, I have found the 'So What?' test to be invaluable. You might care to give it a try yourself.

And on the subject of headlines consider this.

When trying to write a headline many people tend to go off half-cocked. They consider the marketing brief, then bash down a headline or two to satisfy it. After that, they write the body copy.

Experience shows, however, that if you write the body copy first, the odds are that there will be the makings of a headline within it struggling to get out.

Body copy is, or should be, a carefully worked and logical encapsulation of the marketing brief. In other words, the whys, the wherefores and the benefits of owning the product or service. It makes sense, then, that if it is properly written, there is a very real chance of finding an embryo headline lurking within it.

Why not give it a whirl? You may be agreeably surprised.

About The Author

Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh.

He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com

j.p@markethillpublishing.co.uk


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. November / 18 / 2019

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. Twitter says issue ads not part of ban on political advertising  USA TODAY
  5. Twitter details new policy banning political advertising that also limits ads pertaining to 'issues'  Daily Mail
  6. View full coverage on Google News

Getting rid of microtargeting in political advertising is a terrible idea - Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  Washington Post

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

Money spent on beer ads linked to underage drinking - EurekAlert
Money spent on beer ads linked to underage drinking  EurekAlert

TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it - Business Insider
TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it  Business Insider

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Measuring online behavioral advertising: One more step to protect users - EurekAlert
Measuring online behavioral advertising: One more step to protect users  EurekAlert

Hyundai Confirms Super Bowl LIV Advertising - PRNewswire
Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking' - Complex
Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking'  Complex

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture - Food & Environment Reporting Network
Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture  Food & Environment Reporting Network

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Yahoo Finance
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Yahoo Finance

BOB CONFER: Advertising fits the bill for schools - Lockport Union-Sun & Journal
BOB CONFER: Advertising fits the bill for schools  Lockport Union-Sun & Journal

National View Column: Unchecked political advertising on social media a threat to our democracy - Duluth News Tribune
National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune

Opinion Why men's advertising is in crisis - The Drum
Opinion Why men's advertising is in crisis  The Drum

Tesla’s word of mouth strategy in focus: Why Elon Musk’s community-based initiative still works - Teslarati
Tesla’s word of mouth strategy in focus: Why Elon Musk’s community-based initiative still works  Teslarati

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

BAYARD ADVERTISING AGENCY INC - Ad from 2019-11-17 | Office Services - Herald & Review
BAYARD ADVERTISING AGENCY INC - Ad from 2019-11-17 | Office Services  Herald & Review

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R - Business Insider India
Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Advertising Management Platform Market Size, Industry Status and Growth opportunities for Leading Players| Google ,Bannerflow ,RhythmOne - ToplatestDailynews
Advertising Management Platform Market Size, Industry Status and Growth opportunities for Leading Players| Google ,Bannerflow ,RhythmOne  ToplatestDailynews

Iconic Newspapers advertising executive to feature on Pulling With My Parents - Waterford Live
Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

GDPR // A non-technical view of programmatic advertising for brands and publishers - Mediatel News
GDPR // A non-technical view of programmatic advertising for brands and publishers  Mediatel News

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Mobile Advertising Needs More Than Just 5G - MarTech Series
Mobile Advertising Needs More Than Just 5G  MarTech Series

Irish Heart Foundation calls on State to ban e-cigarette advertising - The Irish Times
Irish Heart Foundation calls on State to ban e-cigarette advertising  The Irish Times

Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign - StreetInsider.com
Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign  StreetInsider.com

Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting - The Connect Report
Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting  The Connect Report

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

Facebook Advertising: How to Choose the Best Campaign for Your Goal? - ChartAttack
Facebook Advertising: How to Choose the Best Campaign for Your Goal?  ChartAttack

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Apple's next big thing is advertising - AdNews
Apple's next big thing is advertising  AdNews

SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers - JD Supra
SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers  JD Supra

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

EARLY SMI: October misses an expected lift in advertising spend - AdNews
EARLY SMI: October misses an expected lift in advertising spend  AdNews

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

It's Time For Some Honesty About (Online) Advertising - B&T
It's Time For Some Honesty About (Online) Advertising  B&T

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Professor Barbara Allen receives award for book exploring lies in political advertising - Carleton College News
Professor Barbara Allen receives award for book exploring lies in political advertising  Carleton College News

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Radio to TV, festive advertising volumes in India decline sharply: Report - Business Standard
Radio to TV, festive advertising volumes in India decline sharply: Report  Business Standard

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Konga founder Sim Shagaya's early company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia - Techpoint Africa
Konga founder Sim Shagaya's early company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia  Techpoint Africa

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

Globo Loses Share of Official Advertising Funds under Bolsonaro Administration - The Rio Times
Globo Loses Share of Official Advertising Funds under Bolsonaro Administration  The Rio Times

ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019 - CSRwire.com
ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019  CSRwire.com

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign - MarTech Series
Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign  MarTech Series

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US - News Conduct
Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US  News Conduct

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Data from Facebook Pay will power its advertising - TechHQ
Data from Facebook Pay will power its advertising  TechHQ

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Digital advertising can certainly deliver impact, but it's not the Holy Grail - The Media Online
Digital advertising can certainly deliver impact, but it's not the Holy Grail  The Media Online

UK Advertisement Authority Goes After Misleading Crypto Advertisement - CryptoGlobe
UK Advertisement Authority Goes After Misleading Crypto Advertisement  CryptoGlobe

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

TikTok Is Running Ads Targeting Potential Facebook Advertisers - Adweek
TikTok Is Running Ads Targeting Potential Facebook Advertisers  Adweek

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

Online Advertising Management Software Market 2019-2026 is booming in forthcoming year by Leading Players Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix - Market Expert
Online Advertising Management Software Market 2019-2026 is booming in forthcoming year by Leading Players Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix  Market Expert

Campbell's secures prime real estate at Walmart in deal with Hallmark Channel - AdAge.com
Campbell's secures prime real estate at Walmart in deal with Hallmark Channel  AdAge.com

Tories spend thousands on targeted advertising in Boris Johnson's seat - New Statesman
Tories spend thousands on targeted advertising in Boris Johnson's seat  New Statesman

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Truth in Advertising - Ms. Magazine
Truth in Advertising  Ms. Magazine

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

In- App Advertising Market astonishing growth | AdGate Media LLC, AdGoji, Appness, Epom, Facebook, Go2mobi, Google, GOWIDE, Headwaydigital.com - Market Expert
In- App Advertising Market astonishing growth | AdGate Media LLC, AdGoji, Appness, Epom, Facebook, Go2mobi, Google, GOWIDE, Headwaydigital.com  Market Expert

LED Advertising Board Market Study Uncovers Big Fish acquisition talks, Research reveals - Daily Market Insight
LED Advertising Board Market Study Uncovers Big Fish acquisition talks, Research reveals  Daily Market Insight

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