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Why Most Advertisements Stink!


Question: What do you think the most important part of any ad is?

Your company name?  Your telephone number?  Your offer?

Look at your own advertising.  What stands out?  What is in the largest print?  If it's your company name or logo hold out your wrist so I can whack it with a stick.

What's the answer?  THE HEADLINE!!

You see, without a good compelling headline it won't matter much how great your copy or you offer is, because few will ever read it.

REMEMBER: The Only Job Of A Headline Is To Get The Reader To Read The First Paragraph.

It should be big, bold, dark and easy to read.  But more importantly, it must force the reader to read on.

"HEADLINE TEST"

How do you know you have a powerful, effective headline? 

Here's a great acid test: separate the headline from everything else, out of context, and treat it as a classified ad; nothing but the headline and a response instruction....then ask yourself if people would respond.

So if your headline is, say, the name of your company, the classified ad would read:

"Acme Mortgage, No. 1 in service
and reliability.  For more info,
call 1-800-000-0000."

Trust me, that does NOT work. 

But if the headline is;

"6 Things You Must Know Before Getting
A Home Mortgage.  Free Report Tells All.
Call 1-800-000-0000".

That does work.

Put every headline you use in your ads, letters, flyers, brochures to this test.

Tips For Stronger Headlines

1. Telegraph a dynamic benefit or promise.

 (You want to evoke emotion in every advertisement, always answering the reader's questions, "What's in it for me?  And why should I continue reading this?")

Example:  "You Can Laugh At Money Worries -- If You Follow This Simple Plan"


2. Add "How To" to the beginning.

Example:    "How To Escape the Debt Rat-Race And Get Debt-Free, Fast....."


3. "Flag" your targeted prospects.  Let them know who the ad is talking too. 

Example:  "Credit Card Payment Sufferers: How To End The Pain In 3 Days!"


4. Arouse curiosity. 

Example:  "What Your Banker Doesn't Want You To Know"


5. Use meaningful specifics.

(3 days is more "specific" than "in days").

Example:  "I Instantly Saved $103,239.83 and Never Took The TV Remote Out Of My Hand"


6. Use powerful attention-grabbing words.

(Like "Warning", "Guaranteed", "New", "Now.")

Example:   "WARNING: Credit Card Users May Be Paying To Much"

For a free instant reference guide that reveals time tested formulas to create dynamite, attention-getting headlines visit: http://www.leadgenerationadvertising.com/

Shawn Meldrum has spent the last two decades marketing everything from almonds to landscape lighting.  He currently specializes in marketing for mortgage brokers, loan officers and real estate agents.  For free mortgage marketing articles and much more visit: http://www.mortgagemarketingtips.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. March / 30 / 2023

Microsoft Launches Third-Party Government Services Advertising Pilot Program - Search Engine Journal
Microsoft Launches Third-Party Government Services Advertising Pilot Program  Search Engine Journal

With podcast advertising maturing, more mainstream brands want in on growth - Digiday
With podcast advertising maturing, more mainstream brands want in on growth  Digiday

'I hate advertising in games': Q&A with Epic Games' Tim Sweeney and Saxx Persson on the future of Fortnite, Unreal ... - Digiday
'I hate advertising in games': Q&A with Epic Games' Tim Sweeney and Saxx Persson on the future of Fortnite, Unreal ...  Digiday

Meta bosses look at political ads ban in Europe - Financial Times
Meta bosses look at political ads ban in Europe  Financial Times

Does Direct-to-Consumer Advertising Directly Harm Patients? - TIME
Does Direct-to-Consumer Advertising Directly Harm Patients?  TIME

Microsoft Tries Putting Advertising in Bing Chat Search Engine - Yahoo Finance
Microsoft Tries Putting Advertising in Bing Chat Search Engine  Yahoo Finance

Michelle Wu responds to New York City advertising campaign targeting Boston - CBS Boston
Michelle Wu responds to New York City advertising campaign targeting Boston  CBS Boston

Pacvue Expands From Advertising to Retail - Business Insider
Pacvue Expands From Advertising to Retail  Business Insider

The TV Advertising Market Is Slumping, But Sports Ads Are Booming - Hollywood Reporter
The TV Advertising Market Is Slumping, But Sports Ads Are Booming  Hollywood Reporter

How ChatGPT Is Prompting Advertising Strategists To Think Different - The Drum
How ChatGPT Is Prompting Advertising Strategists To Think Different  The Drum

Visit Natchez branding receives advertising awards - KALB
Visit Natchez branding receives advertising awards  KALB

Advertising Excludes Women With Faces Like Mine - Psychology Today
Advertising Excludes Women With Faces Like Mine  Psychology Today

Brand safety in video game advertising - Search Engine Land
Brand safety in video game advertising  Search Engine Land

Microsoft Selling Advertising in Bing Chat Search Engine Responses - Bloomberg
Microsoft Selling Advertising in Bing Chat Search Engine Responses  Bloomberg

NBCUniversal Advertising & Partnerships Adds Jennifer ... - TV News Check
NBCUniversal Advertising & Partnerships Adds Jennifer ...  TV News Check

Roblox's new advertising rules will hurt brand interest in the metaverse - Insider Intelligence
Roblox's new advertising rules will hurt brand interest in the metaverse  Insider Intelligence

Voiceworks Sport and Veritonic partner to transform podcast ... - Podnews
Voiceworks Sport and Veritonic partner to transform podcast ...  Podnews

What are the Global Compliance Challenges Facing the Advertising ... - Squire Patton Boggs
What are the Global Compliance Challenges Facing the Advertising ...  Squire Patton Boggs

Don't WING It When It Comes to Advertising - JD Supra
Don't WING It When It Comes to Advertising  JD Supra

Advertisers to take part in UK first High Impact digital advertising ... - Channel 4
Advertisers to take part in UK first High Impact digital advertising ...  Channel 4

Advertising Research Group Wants To Replace TV Households - Forbes
Advertising Research Group Wants To Replace TV Households  Forbes

15 Advertising Executives Leading the Industry's Charge Into ... - Business Insider
15 Advertising Executives Leading the Industry's Charge Into ...  Business Insider

EagleHerald recognized for reporting, advertising | News - EH Extra
EagleHerald recognized for reporting, advertising | News  EH Extra

Pinterest Rises on Better Advertising Potential - TipRanks
Pinterest Rises on Better Advertising Potential  TipRanks

Women taking charge at advertising agency, Media Works - CBS News
Women taking charge at advertising agency, Media Works  CBS News

National Advertising Division's 2022 Annual Report: An Advertising ... - Mondaq News Alerts
National Advertising Division's 2022 Annual Report: An Advertising ...  Mondaq News Alerts

New York City's new advertising campaign takes shot at Boston - CBS Boston
New York City's new advertising campaign takes shot at Boston  CBS Boston

The Basics of GDS Advertising for Hotels - Hospitality Net
The Basics of GDS Advertising for Hotels  Hospitality Net

Out of Home Advertising up 20.7%, Exceeding Revenue Record Set Pre-COVID in 2019 - Yahoo Finance
Out of Home Advertising up 20.7%, Exceeding Revenue Record Set Pre-COVID in 2019  Yahoo Finance

Netflix's CPM still under media buyers' skin months into its disjointed ... - Digiday
Netflix's CPM still under media buyers' skin months into its disjointed ...  Digiday

Seedtag Advertising Takes 6K SF at 15 West 27th Street - Commercial Observer
Seedtag Advertising Takes 6K SF at 15 West 27th Street  Commercial Observer

Sharethrough Launches Carbon Emissions Estimator to Raise ... - PR Newswire
Sharethrough Launches Carbon Emissions Estimator to Raise ...  PR Newswire

Sportradar integrates its ad:s social media advertising service into ... - Yogonet International
Sportradar integrates its ad:s social media advertising service into ...  Yogonet International

McDonald's new advertisement is like abstract art - Fast Company
McDonald's new advertisement is like abstract art  Fast Company

Advertising legend Raj Kamble is the only Indian Nominee at ... - PR Newswire
Advertising legend Raj Kamble is the only Indian Nominee at ...  PR Newswire

Broadsign’s DOOH Advertising Platform Used in Numbat GmbH’s EV Charging Stations - rAVe [PUBS]
Broadsign’s DOOH Advertising Platform Used in Numbat GmbH’s EV Charging Stations  rAVe [PUBS]

This Advertising Stock Is Proving Its Stuff in a Tough Market - The Motley Fool
This Advertising Stock Is Proving Its Stuff in a Tough Market  The Motley Fool

Gambling industry to restrict advertising, NIL partnerships with ... - Footballscoop
Gambling industry to restrict advertising, NIL partnerships with ...  Footballscoop

Longview to add nutrition, advertising courses to expand trades ... - The Daily News
Longview to add nutrition, advertising courses to expand trades ...  The Daily News

March 29 - Dozens of marketers, designers, business leaders ... - FW Business
March 29 - Dozens of marketers, designers, business leaders ...  FW Business

Film and Advertising Veteran Launches Equity Films for Investment Management Storytelling - Yahoo Finance
Film and Advertising Veteran Launches Equity Films for Investment Management Storytelling  Yahoo Finance

U.S. Advertising Growth Forecast Cut Slightly for 2023 - Hollywood Reporter
U.S. Advertising Growth Forecast Cut Slightly for 2023  Hollywood Reporter

Advertising analysis shows Twitter is cashing in on anti-LGBTQ+ ... - PR Week
Advertising analysis shows Twitter is cashing in on anti-LGBTQ+ ...  PR Week

Digital Advertising Global Market Report 2023: Extensive Adoption ... - Benzinga
Digital Advertising Global Market Report 2023: Extensive Adoption ...  Benzinga

City to advertise 5-cent real estate tax increase - Fredericksburg.com
City to advertise 5-cent real estate tax increase  Fredericksburg.com

2023-2029 Recruitment Advertising Agency Market Size Detailed ... - Digital Journal
2023-2029 Recruitment Advertising Agency Market Size Detailed ...  Digital Journal

Robesonian removed from legislation that would ban some advertising - The Robesonian
Robesonian removed from legislation that would ban some advertising  The Robesonian

Programmatic Display Advertising Market May See a Big Move ... - Digital Journal
Programmatic Display Advertising Market May See a Big Move ...  Digital Journal

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

Lamar Advertising (NASDAQ:LAMR) Stake Boosted by ... - MarketBeat
Lamar Advertising (NASDAQ:LAMR) Stake Boosted by ...  MarketBeat

Mirriad Advertising begins talks with a number of potential buyers - Marketscreener.com
Mirriad Advertising begins talks with a number of potential buyers  Marketscreener.com

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters

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

March Brings A Turn In Auto Market. Will Advertising Uptick Follow? - Inside Radio
March Brings A Turn In Auto Market. Will Advertising Uptick Follow?  Inside Radio

Why Fox Corp. Analysts Are Cutting Their Ad Forecasts - Hollywood Reporter
Why Fox Corp. Analysts Are Cutting Their Ad Forecasts  Hollywood Reporter

Apple Stock: Advertising Business Called Underappreciated - Investor's Business Daily
Apple Stock: Advertising Business Called Underappreciated  Investor's Business Daily

Kyiv International Advertising Festival Deadline Approaches ... - Little Black Book - LBBonline
Kyiv International Advertising Festival Deadline Approaches ...  Little Black Book - LBBonline

Increased Regulatory Scrutiny on Digital Health… - Fenwick & West LLP
Increased Regulatory Scrutiny on Digital Health…  Fenwick & West LLP

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Could audiobooks be the next frontier for advertising?  Marketing Brew

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AI-Powered Digital Advertising Is Exciting, But Is It New?  Street Fight

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New York City buys billboards in southern cities advertising its abortion access  The American Independent

Fiscal Court sends ordinance back to planning and development ... - Richmond Register
Fiscal Court sends ordinance back to planning and development ...  Richmond Register

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

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Instacart Serves Up More Fresh Produce with Innovative New ...  PR Newswire

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

Force truth in charter advertising | Opinion | thetimes-tribune.com - Scranton Times-Tribune
Force truth in charter advertising | Opinion | thetimes-tribune.com  Scranton Times-Tribune

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Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

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Newsletter publishers say they continue to see uptick in revenue ...  Digiday

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Manager, Sponsorship and Advertising, Cityside  Oaklandside

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It’s Almost Too Late To Enter Advertising’s Most Controversial ...  The Drum

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Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

TikTok Users Less Likely To Be Bothered by Ads - Statista
TikTok Users Less Likely To Be Bothered by Ads  Statista

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Innovid Brings Data-Driven Personalization to Walmart's Demand ...  PR Newswire

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

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Influencing the path to care with responsible advertising  Wolters Kluwer

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03/09/2023 | Budget Amendment Leads To Advertising Discussion ...  The Dispatch

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OAAA & Geopath Announce 2023 OOH Local Case Study Award ...  PR Newswire

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Feld Advertising Expands Media Practice Hires Senior Level Digital ...  SHOOT Online

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Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

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Advertising industry debates new BEE scorecard targets  BusinessLIVE

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FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

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Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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

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Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

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In-game advertising: A marketer's guide  MarTech

Entrepreneur Gary Vaynerchuk Says More Bang For The Buck ... - Inside Radio
Entrepreneur Gary Vaynerchuk Says More Bang For The Buck ...  Inside Radio

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

Proposed bill aims to address 'truth in advertising' by Connecticut ... - Connecticut Public
Proposed bill aims to address 'truth in advertising' by Connecticut ...  Connecticut Public

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Will MPs back draft bill to ban digital advertising panels in France?  The Connexion

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Google's Ads Transparency Center Helps You Keep Track of ...  Lifewire

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Lewis Capaldi wants Netflix to 'fire' advertising team after Liz Truss billboard mix-up  LADbible

Streaming services advertising in 2023: what marketers should know - AdAge.com
Streaming services advertising in 2023: what marketers should know  AdAge.com

EssenceMediacom's new division to exploit 'burgeoning ... - Campaign Asia
EssenceMediacom's new division to exploit 'burgeoning ...  Campaign Asia

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Skai Introduces first of its kind Omnichannel Platform for Unified ...  PR Newswire

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Selling through Fame: How iGaming Operators Use Celebrities for ...  CelebMix

SRU recognized in advertising and marketing awards - Slippery Rock University
SRU recognized in advertising and marketing awards  Slippery Rock University

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What Organic Advertising do Marketers Prefer?  Digital Information World

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

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Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

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