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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 Sat. December / 09 / 2023

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Ranked: The Top TV Advertising Spenders in 2023 - Visual Capitalist
Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated - Digiday
Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated  Digiday

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Nextdoor Launches Self-Service Portal for Advertisers - PYMNTS.com
Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Opinion: A thriving education system needs no advertising budget - Kennebec Journal and Morning Sentinel
Opinion: A thriving education system needs no advertising budget  Kennebec Journal and Morning Sentinel

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

Grow News Advertising Revenue With Branded Content - Wisconsin Newspaper Association
Grow News Advertising Revenue With Branded Content  Wisconsin Newspaper Association

Dorothy Knight Burchett | On Sunny Lane: Newspaper advertising as important as ever - New Castle News
Dorothy Knight Burchett | On Sunny Lane: Newspaper advertising as important as ever  New Castle News

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Draftkings facing class action lawsuit over sign-on bonus advertising - NBC10 Boston
Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

Brighton & Hove: Ban on fast food adverts to be introduced - BBC.com
Brighton & Hove: Ban on fast food adverts to be introduced  BBC.com

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

The Renter's Guide to Upgrades | Special-advertising | postandcourier.com - The Post and Courier
The Renter's Guide to Upgrades | Special-advertising | postandcourier.com  The Post and Courier

WWE sold a lot of tickets for Monday's Raw after advertising CM Punk - Wrestling News
WWE sold a lot of tickets for Monday's Raw after advertising CM Punk  Wrestling News

Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023 - MediaPost Communications
Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023  MediaPost Communications

Digital Out-of-Home vs. Traditional Advertising — Which is Best for You? - Entrepreneur
Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend. - JD Supra
ANA Study Finds Over $20 Billion in "Efficiency Gains" Possible in Programmatic Advertising Spend.  JD Supra

10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference - JD Supra
10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference  JD Supra

Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue - Digiday
Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue  Digiday

DigiPlus Fest ‘23: Optimising programmatic advertising outcomes - ETBrandEquity
DigiPlus Fest ‘23: Optimising programmatic advertising outcomes  ETBrandEquity

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Ad Sales Professionals Wish Companies Provided More Software - Spiceworks News and Insights
Ad Sales Professionals Wish Companies Provided More Software  Spiceworks News and Insights

Elon To Advertisers: “Go F**k Yourself!” - 102.9 The Buzz
Elon To Advertisers: “Go F**k Yourself!”  102.9 The Buzz

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands - TV News Check
X Working To Lure Smaller Advertisers As Musk Keeps Alienating Big Brands  TV News Check

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

X discusses using Amazon's ad-buying software - ET BrandEquity - ETBrandEquity
X discusses using Amazon's ad-buying software - ET BrandEquity  ETBrandEquity

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

Record $15.9bn in US political ad spending expected for 2024 - The Guardian US
Record $15.9bn in US political ad spending expected for 2024  The Guardian US

X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report - The Messenger
X Looks to Small Advertisers After Elon Musk Attacks Big Brands: Report  The Messenger

Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN) - TipRanks
Elon Musk Looks to Lure Smaller Advertisers to X Through Amazon (NASDAQ:AMZN)  TipRanks

US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Celebs starting ad agencies, directing ads: 2023 year in review - Ad Age
Celebs starting ad agencies, directing ads: 2023 year in review  Ad Age

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - The Public's Radio
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  The Public's Radio

Popularity of AI apps used to ‘nudify’ women in photos soars amid legal vacuum - South China Morning Post
Popularity of AI apps used to ‘nudify’ women in photos soars amid legal vacuum  South China Morning Post

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Eagle-Tribune
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Eagle-Tribune

Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain - PR Newswire
Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  PR Newswire

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Conoy supervisors approve advertising 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative - Investing.com
Elon Musk Intensifies Feud with Disney CEO Bob Iger Over Advertising Ethics By Quiver Quantitative  Investing.com

Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down' - PR Week
Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down'  PR Week

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Advertising in China – label your advertisements - The Global Legal Post
Advertising in China – label your advertisements  The Global Legal Post

Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report - The Messenger
Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Takeaways from the TGA's annual advertising compliance report - Lexology
Takeaways from the TGA's annual advertising compliance report  Lexology

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - El Paso Inc.
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  El Paso Inc.

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers - Variety
Disney+ Considers Adding Gaming and Shopping Experiences for Advertisers  Variety

Government spends more than €1.1m on social media advertising, new figures show - The Irish Times
Government spends more than €1.1m on social media advertising, new figures show  The Irish Times

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

Scope3 Adds DOOH Advertising to Emissions Measurement Services - Environment+Energy Leader
Scope3 Adds DOOH Advertising to Emissions Measurement Services  Environment+Energy Leader

How Much do Small Businesses Spend on Advertising? - Small Business Trends
How Much do Small Businesses Spend on Advertising?  Small Business Trends

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - The Caledonian-Record
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  The Caledonian-Record

Major advertisers flee X, deepening crisis at Elon Musk’s social media site - CNN
Major advertisers flee X, deepening crisis at Elon Musk’s social media site  CNN

What do hotel guests really want in 2024? You might be surprised. - USA TODAY
What do hotel guests really want in 2024? You might be surprised.  USA TODAY

Elon Musk slams Bob Iger over Disney advertising next to child exploitation material - TweakTown
Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

Mobile Advertising Definition, Types, and Examples - Investopedia
Mobile Advertising Definition, Types, and Examples  Investopedia

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

The 16 Hottest Adtech Companies Solving the Industry's Big Challenges - Business Insider
The 16 Hottest Adtech Companies Solving the Industry's Big Challenges  Business Insider

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... - WDW News Today
Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Advertisers flee X after Musk rant - The Hill
Advertisers flee X after Musk rant  The Hill

Genius Sports launches FanHub ID, the first unified fan identification solution for advertising - Genius Sports News
Genius Sports launches FanHub ID, the first unified fan identification solution for advertising  Genius Sports News

X may be looking at this country to help boost advertising business - Gadgets Now
X may be looking at this country to help boost advertising business  Gadgets Now

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