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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

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 21 / 2023

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

Joy Robins Named Global Chief Advertising Officer of The New York Times Company - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York Times Company  The New York Times Company

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

Amazon to lay off 9,000 more employees, mostly in AWS, advertising and Twitch: CEO - Business Today
Amazon to lay off 9,000 more employees, mostly in AWS, advertising and Twitch: CEO  Business Today

Amazon Will Lay Off 9,000 More Employees - Hollywood Reporter
Amazon Will Lay Off 9,000 More Employees  Hollywood Reporter

Amazon to cut 9,000 jobs in its cloud services, advertising and Twitch units - Sky News
Amazon to cut 9,000 jobs in its cloud services, advertising and Twitch units  Sky News

Coca-Cola's Artistic Journey: How AI is Redefining the Future of Advertising - Analytics India Magazine
Coca-Cola's Artistic Journey: How AI is Redefining the Future of Advertising  Analytics India Magazine

Michelle Yeoh’s Oscar Win Triggers Argument Among Malaysian Advertising Firms - The Rakyat Post
Michelle Yeoh’s Oscar Win Triggers Argument Among Malaysian Advertising Firms  The Rakyat Post

Sticker Advertising End of 50th Anniversary Pressed Penny Designs Added to Machines at Magic Kingdom - WDW News Today
Sticker Advertising End of 50th Anniversary Pressed Penny Designs Added to Machines at Magic Kingdom  WDW News Today

Beyond ‘Where’s the beef?’ Older people, especially women, have economic power. - MarketWatch
Beyond ‘Where’s the beef?’ Older people, especially women, have economic power.  MarketWatch

Republican Shreve expands mayoral campaign advertising to TV – Indianapolis Business Journal - Indianapolis Business Journal
Republican Shreve expands mayoral campaign advertising to TV – Indianapolis Business Journal  Indianapolis Business Journal

Justin Timberlake Appears in First Louis Vuitton Advertisement - WWD
Justin Timberlake Appears in First Louis Vuitton Advertisement  WWD

The Lost Art of Storytelling - How Advertisers Forgot to Generate ... - Branding in Asia Magazine
The Lost Art of Storytelling - How Advertisers Forgot to Generate ...  Branding in Asia Magazine

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Ottawa still advertising on TikTok despite banning it on government devices due to security concerns - CBC.ca
Ottawa still advertising on TikTok despite banning it on government devices due to security concerns  CBC.ca

How AI chat search could disrupt online advertising - Marketplace
How AI chat search could disrupt online advertising  Marketplace

NJ Lawmakers To Operators: Scale Back On Advertising - Sports Handle
NJ Lawmakers To Operators: Scale Back On Advertising  Sports Handle

Cup Noodles maker cleared of false advertising claim - Courthouse News Service
Cup Noodles maker cleared of false advertising claim  Courthouse News Service

Opinion: Could Sports Betting Advertising Be Shackled? - Legal Sports Report
Opinion: Could Sports Betting Advertising Be Shackled?  Legal Sports Report

FTC's 2023 Focus is on Consumer Protection and Honest Advertising - The National Law Review
FTC's 2023 Focus is on Consumer Protection and Honest Advertising  The National Law Review

StarHub introduces innovative digital TV advertising using Hoppr's rich media solution - Benzinga
StarHub introduces innovative digital TV advertising using Hoppr's rich media solution  Benzinga

Why Gaming May Change All Aspects of Advertising and Media ... - BeetTV
Why Gaming May Change All Aspects of Advertising and Media ...  BeetTV

How Twitter’s New Cannabis Advertising Policy is Reshaping the ... - Retail TouchPoints
How Twitter’s New Cannabis Advertising Policy is Reshaping the ...  Retail TouchPoints

Netflix fortifies advertising guarantees with help from DoubleVerify, IAS - Marketing Dive
Netflix fortifies advertising guarantees with help from DoubleVerify, IAS  Marketing Dive

Ad Industry Begins Drafting New Standard Terms And Conditions ... - Inside Radio
Ad Industry Begins Drafting New Standard Terms And Conditions ...  Inside Radio

Outdoor Advertising Market To Make Great Impact In Near Future by 2033 - EIN News
Outdoor Advertising Market To Make Great Impact In Near Future by 2033  EIN News

Letter: Free political advertising? | Opinion | hudsonstarobserver.com - Hudson Star Observer
Letter: Free political advertising? | Opinion | hudsonstarobserver.com  Hudson Star Observer

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

Kan. community college trustee questions use of TikTok advertising - Hays Post
Kan. community college trustee questions use of TikTok advertising  Hays Post

Uber's next advertising venture is self-serve, out-of-home ads - Insider Intelligence
Uber's next advertising venture is self-serve, out-of-home ads  Insider Intelligence

Channel 4 teams up with Microsoft’s Xandr for programmatic ... - Digital TV Europe
Channel 4 teams up with Microsoft’s Xandr for programmatic ...  Digital TV Europe

Bank of New York Mellon Corp Decreases Stock Holdings in Lamar ... - MarketBeat
Bank of New York Mellon Corp Decreases Stock Holdings in Lamar ...  MarketBeat

MediaRadar: Gambling Advertisers Boosted Ad Spend 40% In 2022 ... - Inside Radio
MediaRadar: Gambling Advertisers Boosted Ad Spend 40% In 2022 ...  Inside Radio

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

Five Things Marketers Should Know About Generative AI in ... - The Wall Street Journal
Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Amazon to cut 9,000 jobs at AWS, advertising, Twitch and PXT ... - StreetInsider.com
Amazon to cut 9,000 jobs at AWS, advertising, Twitch and PXT ...  StreetInsider.com

Programmatic Advertising Platform Market Research Report 2023 ... - Los Alamos Monitor
Programmatic Advertising Platform Market Research Report 2023 ...  Los Alamos Monitor

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Pitt-Bradford receives eight national educational advertising awards - The Courier-Express
Pitt-Bradford receives eight national educational advertising awards  The Courier-Express

Relook at the descriptor, 'advertising', Marketing & Advertising News ... - ETBrandEquity
Relook at the descriptor, 'advertising', Marketing & Advertising News ...  ETBrandEquity

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Advertising firms urged to support country in times of crisis - Graphic Online
Advertising firms urged to support country in times of crisis  Graphic Online

Changes to advertising contact - Fort McMurray Today
Changes to advertising contact  Fort McMurray Today

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Thinking in Sound: Making Advertising Music to a Hollywood Quality  Little Black Book - LBBonline

Print Advertising Distribution Market Size, Share, Revenue, Trends And Drivers For 2023-2032 - EIN News
Print Advertising Distribution Market Size, Share, Revenue, Trends And Drivers For 2023-2032  EIN News

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Popular AI marketing tools for advertising professionals to make ...  Social Samosa

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

Hello Sunshine Launches In-House Social Agency - Helping Brands Connect With Women Through Story-Driven Advertising - Yahoo Finance
Hello Sunshine Launches In-House Social Agency - Helping Brands Connect With Women Through Story-Driven Advertising  Yahoo Finance

Pennsylvania Sports Betting Operators Ordered to Alter Marketing ... - Casino.Org News
Pennsylvania Sports Betting Operators Ordered to Alter Marketing ...  Casino.Org News

Local TV Sales Use AI To Recruit New Advertisers - TVNewsCheck
Local TV Sales Use AI To Recruit New Advertisers  TVNewsCheck

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In-game advertising: A marketer's guide  MarTech

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Vivaldi Browser CEO wants to fix web advertising  Android Police

Social Advertising and Social Media Marketing Market is Expected ... - Digital Journal
Social Advertising and Social Media Marketing Market is Expected ...  Digital Journal

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Marketers need to build effective, full-funnel advertising propositions: Taranjeet Singh  Exchange4Media

Pablo plugs Icelandair's stopovers - More About Advertising
Pablo plugs Icelandair's stopovers  More About Advertising

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

Barstool Sports Cited for Possibly Violating Massachusetts ... - Lexology
Barstool Sports Cited for Possibly Violating Massachusetts ...  Lexology

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

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Glacier joins forces with USA-based NextGrad to offer post secondary institutions across North America an expanded and unrivaled full-funnel solution to higher education advertising  Yahoo Finance

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Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

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AI, Web3, purpose and SVB: Takeaways for marketers from SXSW ...  Campaign Asia

Rule 8.3 - Mirriad Advertising Plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

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Man sues Buffalo Wild Wings for false advertising over ‘boneless ...  Chattanooga Times Free Press

Notorious Russian Mercenaries Wagner Are Advertising on Pornhub - VICE
Notorious Russian Mercenaries Wagner Are Advertising on Pornhub  VICE

Trust is essential when advertising to nurses - Wolters Kluwer
Trust is essential when advertising to nurses  Wolters Kluwer

Belgium bans gambling advertising from July 1 - Reuters
Belgium bans gambling advertising from July 1  Reuters

Roundup of FTC Consumer Protection Matters of Interest to Digital ... - JD Supra
Roundup of FTC Consumer Protection Matters of Interest to Digital ...  JD Supra

Advertising Non-Discrimination Certification - Harrisonburg - WHSV
Advertising Non-Discrimination Certification - Harrisonburg  WHSV

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Finding Success with In-Game Advertising Research  IAB

Etsy to Advertise More on TV, Social Media, Podcasts, and ... - EcommerceBytes
Etsy to Advertise More on TV, Social Media, Podcasts, and ...  EcommerceBytes

Emirates Fined For Misleading Business Class Advertising - One Mile at a Time
Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

Roku partners with Best Buy and its advertising business to get first-party shopper data - TechCrunch
Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

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Advertising & Marketing - Managing your risk when advertising to ...  Lexology

Your Dumb Little Advertising Tricks Won't Work on Me - The New Yorker
Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

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DMS & DIVISION join Forces to Tap into the Growing Potential of ...  Campaign Middle East

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Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

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Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Creative Advertising Veterans Open Los Angeles Agency Major Major - Variety
Creative Advertising Veterans Open Los Angeles Agency Major Major  Variety

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Abortion legal in New York City say Georgia billboards funded by city  The Augusta Chronicle

Competition Bureau wants crackdown on 'false or misleading ... - Western Standard
Competition Bureau wants crackdown on 'false or misleading ...  Western Standard

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Rinck Advertising and MaineGeneral Health recognized with ...  Lewiston Sun Journal

Infectious Advertising appoints Ashish Naik as ECD - ET BrandEquity - ETBrandEquity
Infectious Advertising appoints Ashish Naik as ECD - ET BrandEquity  ETBrandEquity

Twitter's premium advertisers flee as interest in the platform evaporates - Boing Boing
Twitter's premium advertisers flee as interest in the platform evaporates  Boing Boing

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The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

Senators Introduce Bill to Prevent Tobacco & Vaping Companies ... - halfwheel.com
Senators Introduce Bill to Prevent Tobacco & Vaping Companies ...  halfwheel.com

Advantage! Magazine advertising opportunities - Barrow Raiders
Advantage! Magazine advertising opportunities  Barrow Raiders

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Spot 10: 'Let's Start A Coup!' Debuts Among Top National Advertisers.  Inside Radio

DOJ Sues Google for Monopolizing Digital Advertising Markets - Mintz
DOJ Sues Google for Monopolizing Digital Advertising Markets  Mintz

Increase Your Digital ROI in 2023 with These Advertising Trends - Entrepreneur
Increase Your Digital ROI in 2023 with These Advertising Trends  Entrepreneur

US judge rules against Google, keeps DOJ advertising case in Virginia - Reuters
US judge rules against Google, keeps DOJ advertising case in Virginia  Reuters

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WMU advertising students win over Michigan dairy industry with ...  WMU News

4 tips to get the most out of CTV advertising - MarTech
4 tips to get the most out of CTV advertising  MarTech

PubMatic Is Ready for an Advertising Slump - The Motley Fool
PubMatic Is Ready for an Advertising Slump  The Motley Fool

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Fake ChatGPT Chrome Extension Hijacking Facebook Accounts for ...  The Hacker News

National Advertising Review Board Recommends American ... - Lexology
National Advertising Review Board Recommends American ...  Lexology

Digital Advertising Continues to Steal TV's Thunder - Variety
Digital Advertising Continues to Steal TV's Thunder  Variety

15 Biggest Advertising Companies In The World - Yahoo Finance
15 Biggest Advertising Companies In The World  Yahoo Finance

Major Companies Are Using AI to Avoid Bias and Cliches in ... - Bloomberg
Major Companies Are Using AI to Avoid Bias and Cliches in ...  Bloomberg

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