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How To Write Eye-Grabbing Headlines That Catapult Your Prospects Into Your Ads


If you're interested in improving the selling results of your ads, tweaking your headlines is a great place to start. Because your headlines influence the sales results of your ad more than any other element.

A great ad with the wrong headline can bomb, whereas a great headline on an average ad will probably do OK. Let's take a look at a few techniques for coming up with sales-boosting headlines.

First things first: Avoid these proven sales-killing "headlines" like the pox:

Your company name

A generic industry or service category (e.g. "Plumbing Contractor")

Or on a website or brochure, "Welcome to ABC Industries"

The points above sound basic (and they are), but it's surprising how many ads and websites make those mistakes.

So you've avoided those mistakes. What techniques can you use to create great selling headlines that practically catapult your readers into your ad? Here are a few ideas...

1. Call out to your target audience

If your message is aimed at stockbrokers, mention "stockbrokers" in the headline.

2. Mention specific benefits

Face it - consumers are jaded. We all are. Heck, I can hardly get out of bed in the morning :) General statements like "Lose weight fast" or "Save Money on _____" are no longer effective. Specific numbers and images evoke much more potent images in your prospects' minds than generalities. That's why they sell much better.

3. Use vivid, evocative verbs

Especially online, high-energy headlines work very well.

Here's a headline that uses all 3 of the above techniques...

"New Software Boosts Stockbrokers' Income by 34, 43, even 125% - by Slashing Time Spent Chasing "Dead" Accounts and Laser-Focusing Your Energies on the Big Players"

OK, it needs a bit of work, but you get the idea. Some people don't like this type of headline - it's too "hypey". And it's certainly not right for every kind of product or service - but I've had very good success with this type of headline, especially online.

4. Use "cognitive dissonance"

That's a fancy way of saying, make your audience curious. Here's a headline we're testing for a client who sells bumper stickers:

"Do You Wonder How We Can Sell Full-color Stickers At A 1-Color Price, with FREE Artwork?"

This type of headline makes people curious - they feel compelled to find the answer and relieve a sense of "dissonance" with this apparent paradox.

5. Include some challenging or surprising information

Here's a headline that I wrote for a lead-generating website for a rubbish removal contractor, 1300 Rubbish:

"Fast, Professional Rubbish Removal, Sydney-wide...We'll Pay You $1 Per Minute In Cash If We're Late!"

The "hook" is the guarantee. Also bear in mind that most of the people who see this headline will have already searched for the term "rubbish removal sydney" or similar, so they are expecting to see something related to those keywords.

How are your headlines? Can you use any of the above tips to get better response?

For more detailed information on how to improve your ads and written marketing materials, you can sign up free to our monthly newsletter, "Results-Driven Marketing Secrets".To join, just fill in the form below...

William Swayne is a internet marketing consultant based in Brisbane, Australia. He can be contacted at Marketing-Results.com.au.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. September / 20 / 2020

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Republican U.S. House campaign arm cancels $2 million in Houston-area advertising  KPRC Click2Houston

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Republican US House campaign arm cancels $2M in Houston-area advertising  Brownsville Herald

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IBM On Apple, IDFA, Google, Privacy, Advertising ... And AI  Forbes

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Online Display Advertising Services Industry Revenue, Key Players, Supply-demand, COVID 19 Investment Feasibility and Forecast to 2025 – Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  The Daily Chronicle

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Advertise | Site | thefoothillsfocus.com  Foothills Focus

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Demand Side Platforms (DSP) For Programmatic Advertising Market Analysis, Revenue, Share, Growth Rate & Forecast To 2025 | Facebook Ads Manager, Rocket Fuel, MediaMath, Amazon (AAP)  The Daily Chronicle

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Free advertising for local businesses.. - Havre de Grace, MD Patch  Patch.com

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Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

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Artificial Intelligence (AI) in Advertising Market Report 2020 by Key Players, Types, Applications, Countries, Market Size, Forecast to 2026 (Based on 2020 COVID-19 Worldwide Spread)  The Daily Chronicle

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Programmatic Marketing/Advertising Market Outlook, Development Factors, Latest Opportunities and Forecast 2025 | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Programmatic Advertising Spending Market 2020 Global report explores COVID-19 impact, trend, segmentation and opportunities, forecast to 2026  The Daily Chronicle

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Programmatic Display Advertising Platform Market Analysis Highlights the Impact of COVID-19 (2020-2025) | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM, SIZMEK  The Daily Chronicle

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Watch: Advocating for diversity in advertising  AdAge.com

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Book of Lists Newsmaker – Advertising: Carrita Tanner-Cloud  New Orleans CityBusiness

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Video Games Advertising Market Is Booming Worldwide | BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd  The Daily Chronicle

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Roku, NBCUniversal In Stalemate Over Carriage Of App Platforms, Advertising Share 09/21/2020  MediaPost Communications

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Tag: Out-of-Home (OOH) Advertising  Verdant News

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Blockchain in Media, Advertising, and Entertainment Market 2020 Industry Analysis, Opportunities, Segmentation & Forecast To 2028  The Daily Chronicle

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Out-of-home Advertising Market Research Report And Predictive Business Strategy By 2026 | Industry Growth Insights  The Daily Chronicle

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SwagBag VIP Launches, Reawakening Experiential Marketing and Advertising for Consumer Brands  MarTech Series

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AT&T plan for advertising subsidized cellphones hits Senate roadblock  Fox Business

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The pandemic has been disastrous for advertising but political spending will bail it out  Poynter

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Global Location-based Search and Advertising Market Research Report 2015-2027 of Major Types, Applications and Competitive Vendors in Top Regions and Countries  The Daily Chronicle

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In a slew of competitive Senate races, Iowa's draws second-highest advertising spending in the country  Des Moines Register

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SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release  Bitcoin News

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Advertisement for Bids | Legal Announcements | dothaneagle.com  Dothan Eagle

Google Grilled on Anticompetitive Digital Advertising Practices During Senate Subcommittee Hearing - BroadbandBreakfast.com
Google Grilled on Anticompetitive Digital Advertising Practices During Senate Subcommittee Hearing  BroadbandBreakfast.com

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iOS 14: The Destroyer of Online Advertising?  The National Interest

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Online Display Advertising Market COVID 19 Increase Factors Outlook, Key Growth Trends on Key Players and Forecast to 2025 | Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek  Verdant News

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NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets  WFMZ Allentown

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Adventure Advertising purchases Crowning Touch Embroidery  PenBayPilot.com

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Pacvue Brings its Award Winning eCommerce Advertising and Intelligence Platform to Instacart  MarTech Series

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Multi-Screen Advertising Market Future Scope including key players Sky Mobile, Orange Telecom  Verdant News

The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives - Forbes
The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives  Forbes

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Boris Johnson is planning advertising campaign to inform teachers and parents about Covid symptoms  Daily Mail

AT&T considers cellphone plans subsidized by advertising - Fox Business
AT&T considers cellphone plans subsidized by advertising  Fox Business

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Television Advertising (Tv Commercial ) Market Research & Clinical Advancements by 2028 | CBS, Comcast, News, Viacom, Fisher Communication, Comcast  Verdant News

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Georgia accuses stem cell clinic of false advertising  Atlanta Journal Constitution

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TOWN OF BLACKSTONE ADVERTISEMENT FOR BIDS: WATER TREATMENT EQUIPMENT REPLACEMENT, CONTRACT A  Richmond.com

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Programmatic Marketing/Advertising Market Is Thriving Worldwide | FACEBOOK BUSINESS, ADWORDS, WORDSTREAM  Verdant News

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Digest: Court overturns SEPTA ban on political advertising  trains.com

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For the advertising industry, the pandemic means opportunity.  The New York Times

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The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

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Silgan advertising jobs as employees continue strike | Business  News-Press Now

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NBCUniversal tests new measurement program to prove it can push product sales for advertisers  Digiday

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Location-Based Search And Advertising Market Is Booming Worldwide | Foursquare, Xad, Groupon  The Daily Chronicle

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MLive matching advertising program to continue through 2021  MLive.com

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NFL Season Arrives To Help TV Advertising Get Back In The Game  Deadline

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Digital Advertising Management Platform Market Next Big Thing | Major Giants Google, SteelHouse, Mediawide  The Daily Chronicle

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Amazon Advertising Demand Side Platform Agency Clear Ads Dominates DSP Business UK  MarTech Series

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Bedford Schools advertisement for bid 10/1/2020 - News  Sentinel-Standard

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Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

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Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising  The Wall Street Journal

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Internet highest-grossing advertising market in Q2 - report  The First News

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Bucs' strong TV ratings offer opportunities for local businesses, just not all of them  Tampa Bay Business Journal

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Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

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Fashion Advertisers Rediscover Black Models  The New York Times

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Digital Display Advertising Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Starcom Worldwide, SocialHi5, SevenAtoms Inc, Digital Business Development Ltd, Search Engine People  The Daily Chronicle

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Trump goes mostly dark in TV advertising fight with Biden  The Associated Press

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Global Spectacular Outdoor Advertising Market 2020 Recovering From Covid-19 Outbreak | Know About Brand Players: Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, Stroer, etc  The Daily Chronicle

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Online Display Advertising Platforms Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Quantcast Advertise, The Trade Desk, Choozle, MediaMath, Facebook Business  The Daily Chronicle

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Meet Business Insider's 10 execs transforming the advertising and media industries - Business Insider  Business Insider

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Westwood One Selects Placements.io to Power Industry-Leading Podcast Advertising Solutions  MarTech Series

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Advertising comes to Kingston  Wicked Local Kingston

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TikTok can help Walmart take on Amazon, Facebook, and Google  Fast Company

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Verizon and AT&T's billion-dollar bets on advertising and media are falling apart - Business Insider  Business Insider

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Indian Law on advertisement of brand extensions of alcohol and tobacco products and how it poised to become tougher  Lexology

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Outdoor Advertising Market | Insights on the Crisis and the Roadmap to Recovery from COVID-19 Pandemic | Technavio  Citizentribune

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Legal Advertisements: September 20, 2020 | Legal Advertisements  Imperial Valley Press

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Comscore Launches New Brand Suitability Protections for Advertisers  MarTech Series

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Craft beer subscription service pulled up for misleading advertising  The Drinks Business

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What Trump's TikTok Ban Could Mean For Advertisers  AdExchanger

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PAID ADVERTISEMENT “We Cater to | Services | chronicleonline.com  Citrus County Chronicle

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Lisa Scheller advertisement misses mark on Susan Wild's support of campaign finance bill  Morning Call

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LinkedIn Targeting Available for Microsoft Advertisers & This Week’s Digital Marketing News [PODCAST]  Search Engine Journal

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This decade’s most important marketing question: What data rights do advertisers possess?  Search Engine Land

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Where are the measures to prevent advertisers creating racist content in the first place?  IOL

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Local Entities Issue Statement Regarding Misleading Advertisement | thebaynet.com  Bay Net

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September 10, 2020 City of Sugar Hill, Georgia IFB 20-023 | Advertisement For Bids  Gwinnettdailypost.com

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Oracle wins proposed deal with TikTok - Business Insider  Business Insider

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Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season  The Wall Street Journal

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US Advertising Falls 14% In July, Most Moderate Rate Of Erosion Since March 08/21/2020  MediaPost Communications

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Google's advertisers will take the hit from UK digital service tax  The Guardian

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‘Contextual targeting is going to be the new black’: As IDFA restrictions loom, advertisers brace for the fallout  Digiday

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Biden and Trump Unveil Dueling Law-and-Order Ads  The New York Times

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Dunkin' just used the ultimate blink-182 pun for its fall advertisements  Alternative Press

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Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

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Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

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