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Advertising Headlines and How to Write Them


1. Attract prospects with your headline
Use your headline as a flag to attract readers who are interested in your product. If you are selling a solution to premature hair loss, put PREMATURE HAIR LOSS in your headline. Your headline will catch the eye of everyone who suffers from this predicament. If you want teenagers to read your ad, put TEENAGERS in your ad. Be careful that you do not put anything in your ad that excludes prospects. For example, if you are selling a cellular phone that can be used by men and women alike, do not slant your headline toward men alone. That will only cause women to think that your ad does not apply to them.

2. Appeal to your reader's self-interest with your headline
Make every headline you write appeal to the interests of your prospect and not those of the company that is selling the product. Instead of saying SPIRITOL WILL CURE YOUR HEADACHE, say GOT A HEADACHE? CURE IT WITH SPIRITOL. Begin your headlines with YOU rather than WE.

3. Sell your product in your headline
David Ogilvy, an advertising pioneer of the 1960s and 1970s says that, on average, five times as many people read your headline as read your copy. So it follows that unless your headline sells your product, you have wasted 90% of your money. So your headline should do some selling whenever possible.

4. Include your selling promise in your headline
The best headlines promise readers a benefit, such as fewer cavities, cheaper gas, whiter clothes. Your selling promise is simply the greatest benefit that you are advertising about your product, so include it in your headline. This often makes for headlines of at least 12 words. People read long headlines as long as they (1) promise a benefit, (2) complement an intriguing visual, and (3) are part of an attractive ad design. Don't shy away from long headlines. A headline is too long only when it uses one word more than is needed to sell its message.

5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role in advertising - keeping your product's name at the top of the consumer's mind.

6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don't necessarily sell your product. In the average newspaper, your headline competes with 350 others for your reader's attention. Readers skim fast through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines, while they may win awards at advertising galas, often serve to draw attention to themselves and away from the product. Don't write clever headlines just for the sake of it.

7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative impression, while positive statements leave a positive impression. SPRINTAB CURES YOUR HEADACHE is a positive way of saying SPRINTAB WILL NOT LET YOUR HEADACHE STAY FOR LONG. Stick with the positive.

Secondly, statements phrased in a negative way often mislead readers. They think your negative way of phrasing a positive thing says the opposite of what it actually says. Thus, some readers will see the headline OUR BEEF CONTAINS NO ADDITIVES, but will mistake it to have said OUR BEEF CONTAINS ADDITIVES. This headline is better re-written as OUR BEEF IS 100% PURE.

8. Avoid "IF" headlines
Be declarative in your headlines. Avoid conditional phrases, such as IF YOU BUY THIS LAMP, YOU'LL SAVE MONEY ON YOUR ELECTRIC BILL, and IF YOU NEED A PLUMBER, CALL JOE'S PLUMBING. Conditional phrases drain the power from your headlines.

You are better off: (1) putting the prospect right into your headlines, (2) assuming that your prospect has the need that you are addressing and (3) speaking as though the prospect is already satisfied with your product. For example: WATCH YOUR ELECTRIC BILL SHRINK WITH THIS ELECTRIC LAMP, or "JOE'S PLUMBING SAVED MY HOUSE FROM FLOODING."

9. Say things in the present tense in your headlines
Put vigour and drama into your headlines by saying things in the present tense instead of in the past or future tense. The present tense is stronger and more immediate than the past tense: "I SAVED $1,000 WITH MY MIDLAND BANK MORTGAGE" is weaker than "I AM SAVING $1,000 WITH MY MIDLAND BANK MORTGAGE."

The present tense is stronger than the future tense: T.E.S.T. COMPUTERS WILL MAKE YOU MORE PRODUCTIVE is weaker than T.E.S.T. COMPUTERS MAKE YOU MORE PRODUCTIVE.

10. Make headlines work with the visual, not the body copy
Make your headline tell one part of the story and have your visual tell the other part. Don't use a headline to repeat what the visual is saying. And don't simply illustrate the headline. Let the headline and the visual work together. Avoid blind headlines that make no sense unless the reader reads the body copy underneath them. The majority of readers only read headlines, so you must write headlines that are complete in themselves.

Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.


Todays News by officejax free advertising and ad exchange solutionsAdvertising news reports resources updated Sat. March / 23 / 2019


My House: What Rules? IP Implications of Augmented Reality Advertising | New York Law Journal  Law.com

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A Brazilian lawsuit filed against YouTube's owner Google is raising questions about whether toy unboxing videos are manipulating kids — and whether similar ...


Clever Advertising Creatively Encourages Denver to Conserve Water  My Modern Met

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Clorox is suing the maker of Lysol for false advertising and telling its competitor to come clean on its ads.


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Facebook settles 5 advertising discrimination lawsuits  Marketplace APM

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U.S. lawsuit on hotels' internet advertising moves forward  Reuters

A federal judge on Thursday rebuffed a request by hotel chains including Hyatt Hotels Corp, Marriott International Inc and Wyndham Hotel Group to throw out a ...


How measurable is online advertising?  Science Daily

New research sheds light on whether common approaches for online advertising measurement are as reliable and accurate as the 'gold standard' of large-scale ...


Advertising Week Europe Briefing: Audio’s coming of age  Digiday

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Sam Ehlinger noticed maroon advertising at Austin airport  NewsWest9.com

Texas Longhorns quarterback Sam Ehlinger made an interesting observation upon returning from Spring Break.


MillerCoors sues Anheuser-Busch InBev, claiming false advertising  The Washington Post

A fight between beer giants escalated Thursday when MillerCoors filed a lawsuit against Anheuser-Busch InBev, claiming the maker of Bud Light spent more ...


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Learn how to effectively market and advertise your business. Do you own a business or make the advertising and marketing decisions for your company?


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Re: No more infant formula advertising in The BMJ  The BMJ

This comes across as an arbitrary, irrational and knee-jerk action. Why exactly have these adverts been banned? I agree that the use of formula milk should be ...


EU regulators fine Google $1.7 billion in online advertising case  Kennebec Journal & Morning Sentinel

BRUSSELS — European Union regulators have fined Google $1.7 billion for abusing its dominant role in online advertising, the third big antitrust penalty they've ...


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For many restaurants like mine across the South Walton area, a fully funded VISIT FLORIDA could make the difference between shuttering the doors and growth.


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Chatter among advertisers, publishers, agencies and influencers at Advertising Week Europe indicated that influencer marketing is finally growing up and ...


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Data Privacy Backlash: Is Facebook Advertising Truly Evolving?  MarTech Series

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Fox News' Tucker Carlson Continues to Lose Advertisers  Rolling Stone

On Wednesday morning, Fox News hosted advertisers at its New York headquarters for the first “upfronts” meeting in the network's history. The goal was to ...


Advertising watchdog rules fake autism 'cure' adverts must stop  BBC News

Advertising watchdog the Advertising Standards Authority (ASA) has ordered 150 homeopaths operating in the UK to stop claiming they can cure autism.


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Advertising Week Europe is here and with it comes four days of panels, parties and networking. To preview all the comings and goings, Digiday has compiled a ...


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At Advertising Week Europe, it seems broadcasters may be showing a more collective front against platform threats.


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The Securities and Exchange Commission is on the verge of proposing reforms to rules governing advertising, a regulation that tends to vex investment advisers ...


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To win big pharmaceutical advertisers, Snap is positioning itself as a friendlier social network than Facebook and Twitter.


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For the past decade, publishers have referred to addressable as the “holy grail” of TV advertising. And now many of the industry's biggest media ...


MedShadow Foundation Advertising Guidelines  MedShadow

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Some businesses told CNBC they decided to stop advertising with Facebook and Instagram due to the company's user data and privacy scandals.


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No more infant formula advertising in The BMJ  The BMJ

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NCS Chief Research Officer to Be Honored for Her Contribution to Elevating the Science of Advertising and Marketing  Associated Press

This *content* is a press release from our partner Business Wire. The AP newsroom and editorial departments were not involved in its creation.


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WHO urges governments to enforce bans on tobacco advertising, promotion and sponsorship, including in motor sport  World Health Organization

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Top television networks have teamed up to create watermark technology designed to help programmers send targeted ads to people with smart TV sets.


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If you're interested in advertising on Above the Law or any other site in the Breaking Media network, please download our media kits or email ...


You're being used to steal $50 billion in digital advertising  Fast Company

A new report says digital ad fraud is bigger–and more sophisticated–than the industry is prepared to deal with.


Blockchain for the Advertising Industry  Law.com

While inflated expectations abound the advertising industry is emerging as one of the more immediate substantive and compelling use cases for blockchain ...


What Makes Flo From Progressive Effective? Lessons For Using Humor In Advertising.  Forbes

The article offers insights into what makes humor in advertising work. Sean McBride or Arnold Worldwide and Professor Marc Weinberger are interviewed.


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This clever scam lets advertisers make money by draining your Android phone  The Verge

Remember when we learned it was theoretically possible for a webpage — or app — to steal your processor cycles to mine cryptocurrency, potentially draining ...


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NEW BEDFORD — The Athletics Department will handle all its own advertising initiatives, a first at Greater New Bedford Regional Vocational Technical School.


Google Stock Gains Despite EU Fine On Advertising Power Abuse  Investor's Business Daily

European antitrust regulators on Wednesday hit Google-parent Alphabet with a $1.7 billion fine for harming competition. Google stock climbed despite the latest ...


Tucker Carlson Vows ‘We Will Never Bow to the Mob,’ but Some Big Advertisers Have  Variety

Fox News' broadcast of "Tucker Carlson Tonight" Monday featured four ad breaks and few national commercials as a new controversy swirled.


Amazon’s Advertising Business Could Reach $33 Billion in Revenue by 2022  Barron's

Amazon can grow advertising at an annualized rate of 35%, without cutting into Facebook or Google's business.


VideoAmp Granted Patents For Advanced Advertising  Broadcasting & Cable

VideoAmp said it has been granted four patents covering important aspects of advanced advertising.


Digital advertising in 2019 to surpass print, TV for the first time, report says  The Seattle Times

This year, the money spent on digital advertising in the United States will surpass that on traditional ads for the first time, according to forecasts by eMarketer, ...


Film Financing From Advertisers And Distributors  Forbes

Advertisers. One source of film financing is equity from advertisers. The large advertisers each spend hundreds of millions of dollars per year advertising their ...


New Cañon City business contest offers free advertising campaigns, website and more  Canon City Daily Record

A new business contest that aims to help owners thrive with their marketing is underway. The Cañon City Daily Record and Shopper and the City of Cañon City ...


The Lion's Share Fund partners with JCDecaux, the number one outdoor advertising company worldwide  UNDP

JCDecaux, the number one outdoor advertising company worldwide, is to join The Lion's Share Fund, a unique initiative raising much-needed funds to support ...


Facebook Is Now Pitching Advertisers on TV-Style Upfront Buys for Premium Video  Variety

Facebook has long wanted to siphon off TV ad spending into its coffers. Now it's going to Madison Avenue to try to book video-advertising revenue by pushing ...


YouTube pulls advertising from anti-vaxxer videos  Mashable

YouTube said Friday that it would pull advertising from videos that espouse anti-vaccination conspiracy theories, according to BuzzFeed. The action contributes ...


Soros matters: A closer look at corporate boardrooms that pulled advertising from Tucker Carlson  World Tribune

Special to WorldTribune, March 21, 2019. By Joe Schaeffer. A scrappy media watchdog organization uncovers a shocking truth about a popular TV news host, ...


How streaming impacts digital advertising and consumer entertainment  TechRepublic

Streaming opens up new marketing avenues and revenue potential and is reshaping consumer entertainment in the process.


Snap shares surge 10% after longtime skeptic upgrades to buy  CNBC

Shares of social media company Snap rallied more than 10 percent Thursday after one longtime skeptic upgraded the stock and told clients that it's set for ...


Modi government advertising blitz dries up as Indian poll rules kick in  Reuters

NEW DELHI (Reuters) - An advertising blitz by Indian Prime Minister Narendra Modi's administration, which saw more than 150 newspaper ads in the past 10 ...


Walmart Wants a Piece of Amazon's Blockbuster Advertising Growth  Motley Fool

Trying to follow the e-commerce giant's lead, the retail giant is reorienting strategy to build its digital ad business.


FTC finalizes settlement with student loan refinancer SoFi over deceptive advertising  TechCrunch

The FTC announced this morning it has approved the final consent order with online student loan refinancer SoFi, which resolves the allegations around SoFi's ...


Advertiser Risk Failure to Participate in NAD Proceedings  The National Law Review

Highlighting the benefits of appearing in front of NAD board, and abiding by self-regulatory standards under NAD, for violations of advertising materials.


Best practices for targeted advertising: success factors for TV operations in the GDPR era  Videonet

With advertising revenues under pressure, TV channels see targeted advertising as an exciting new opportunity. According to eMarketer, by 2019, personalized ...


Fox News Host Jeanine Pirro Loses Advertisers Amid Backlash  Hollywood Reporter

Fox News host Jeanine Pirro's Saturday night show has already lost at least four corporate advertisers after she said on her March 9 broadcast that Muslim ...


Big Business Spent $1.4 Billion On PR, Advertising Over The Last Decade  HuffPost

Fossil fuel and other corporate trade groups paid public relations and advertising firms at least $1.4 billion from 2008 to 2017 to help them win over the American ...


The push and pull of travel advertising  PhocusWire

The travel industry is no stranger to the ebb and flow of change. Consumer travel behavior has seen massive shifts with technological developments. Travelers ...


Battling Bans, China’s Huawei Goes on an Advertising Offensive  The Wall Street Journal

As a challenge to key U.S. allies seeking to block it from rollouts of 5G networks, China's Huawei Technologies Co. unleashed an edgy ad campaign. The ads ...


For The First Time, Digital Advertising Will Surpass Traditional Ad Spending  WBUR

Total digital spending on advertising will surpass traditional ad spending for the first time. Here & Now media analyst John Carroll assesses the impact.


Sons rent billboard advertising dad’s birthday and phone number: report  Fox News

A South Jersey man's phone has been ringing off the hook since last week when his two sons rented a billboard reading “Wish My Dad Happy Birthday. Love ...


3 ways to lower your Amazon advertising ACoS  Search Engine Land

Amazon's advertising revenue topped $10B in 2018, creeping up right behind Facebook and Google, as the third largest ad platform in the U.S. The analysts ...


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Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix.


The TV Shoot, The Spoiled Brat, And A Painful Lesson
It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign.


When Times Get Tough... or When to Really Advertise
The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.


The Skinny on Billboards
Several years back the billboard people put a big picture of "Sharlene Wells, Miss America" on billboards all over town. She was everywhere.


Advertising Costs Getting Too High?
Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing.


5 Tips for Hot Yellow Pages Ads
Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.


The ONLY Type Of Advertising People LOVE!!
Can it be? Is there advertising that people actually love? You bet there is! And you are already very aware of it. The type of advertising I'm referring to is promotional items, also known as advertising specialties.


If You Want To Get More Customers, Here's 10 Powerful Stories To Improve Your Ads
Remember, as a child lying in bed and listening to stories. Remember how engaged you were.

 

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