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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 Tue. March / 19 / 2024

Ahead of IPO, Reddit blends advertising into user posts - The Register
Ahead of IPO, Reddit blends advertising into user posts  The Register

Thanks to generative AI, advertising's business models will be reinvented - Fast Company
Thanks to generative AI, advertising's business models will be reinvented  Fast Company

Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch. - Insideradio.com
Radio And QSR Consumers Mirror Each Other. But There's An Advertising Mismatch.  Insideradio.com

Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit - The Business of Fashion
Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

Kristen Cavallo Retires From Advertising After 30 Years in the Industry - Adweek
Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

Kristen Cavallo retires from advertising for political activism - Ad Age
Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

Fox recalled for Iwo Jima service, advertising agency, TV show - Cleveland Jewish News
Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

National CineMedia 4Q Profit Rises After Increase In Advertisers - MarketWatch
National CineMedia 4Q Profit Rises After Increase In Advertisers  MarketWatch

Tesla flexes Model Y achievements with Cybertruck in rolling advertisement - TESLARATI
Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

Food Advertising Bill Advances To Assembly | News, Sports, Jobs - Evening Observer
Food Advertising Bill Advances To Assembly | News, Sports, Jobs  Evening Observer

Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends - eMarketer
Podcast Industry in 2024: Top Platforms, Audience Stats, & Ad Trends  eMarketer

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

National columnist examines CFPB reverse mortgage advertising data - HousingWire
National columnist examines CFPB reverse mortgage advertising data  HousingWire

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023 - PR Newswire
OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

Advertising Could Gobble Up The Grocery Business - AdExchanger
Advertising Could Gobble Up The Grocery Business  AdExchanger

Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024 - MediaPost Communications
Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

Can advertising tell the truth? This vodka brand is giving it a shot - The Drum
Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase - Yahoo Finance
Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising - Storyboard18
Kristen Cavallo, MullenLowe Group’s global CEO to leave advertising  Storyboard18

Learning from the (Advertising) Pros | BU Today - Boston University
Learning from the (Advertising) Pros | BU Today  Boston University

Top 15 Podcast Advertisers Spent Nearly $50M During Feb. - Insideradio.com
Top 15 Podcast Advertisers Spent Nearly $50M During Feb.  Insideradio.com

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday? - InvestorsObserver
Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

National CineMedia, Inc. Announces New $100 Million Share Repurchase Program - Yahoo Finance
National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

Textured Hair Advertising Campaigns : from one queen to another - Trend Hunter
Textured Hair Advertising Campaigns : from one queen to another  Trend Hunter

Court Tosses Out False Ad Case Over Sephora's "Clean" Line - The Fashion Law
Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

Advertising salary guide—why design jobs are in demand - Ad Age
Advertising salary guide—why design jobs are in demand  Ad Age

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV - BeetTV
Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

3 big reasons to be optimistic about advertising in 2024, survey reveals - The Drum
3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

What Would a TikTok Ban or Sale Mean for Advertisers? - Adweek
What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

Adalytics report exposes the intricacies of made-for-advertising sites - Digiday
Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent - Storyboard18
Elections 2024: Political advertisers supercharge TV News AdEx growth; to grow by over 85 percent  Storyboard18

GenAI in Advertising - EMARKETER
GenAI in Advertising  EMARKETER

Ayurvedic company in India banned from advertising certain products : Goats and Soda - NPR
Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use - AdExchanger
Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

Amazon apologizes after its AI advertising system makes costly error - Search Engine Land
Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

Gazette wins top news, advertising honors from Wisconsin Newspaper Association - The Janesville Gazette
Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

A weary advertising spend canary in a slow start to the year - AdNews
A weary advertising spend canary in a slow start to the year  AdNews

A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News - Campaign Asia
A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

Supreme Court asks Ramdev, Balkrishna to appear before it in Patanjali advertising case - The Hindu
Supreme Court asks Ramdev, Balkrishna to appear before it in Patanjali advertising case  The Hindu

Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com - Fort Atkinson Online
Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

Free TV says further gambling advertising restrictions would significantly impact revenue - AdNews
Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

Microsoft shows another Bing popup advertisement to Windows users - Ghacks
Microsoft shows another Bing popup advertisement to Windows users  Ghacks

Why I won't apologise for working in advertising - Creative Review
Why I won't apologise for working in advertising  Creative Review

Social Security: How we protect you from misleading advertising and communications - Terre Haute Tribune Star
Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality - Fast Company
The Willy Wonka experience's generative AI debacle is just the start of our nightmarish new advertising reality  Fast Company

Columbia man found guilty after advertising drugs on social media - WIS News 10
Columbia man found guilty after advertising drugs on social media  WIS News 10

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options. - Insideradio.com
IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down - westsiderag.com
Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

US oil production hits record levels under Biden - Vox.com
US oil production hits record levels under Biden  Vox.com

Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ... - PR Web
Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET - BioNews
Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

Brands unknowingly wasting dollars on Made for Advertising sites - Search Engine Land
Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now - Ottawa Citizen
Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

Anomaly wins global brief to ‘supercharge’ Tonies audio platform - More About Advertising
Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

Hispanic Hair Care Campaigns - Trend Hunter
Hispanic Hair Care Campaigns  Trend Hunter

Paper v pixels: Making a sustainable advertising choice - The Media Leader
Paper v pixels: Making a sustainable advertising choice  The Media Leader

Advertise - exploreClarion
Advertise  exploreClarion

Amazon Says It Sold Ads for Products Shoppers Couldn't Buy - Bloomberg
Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

DCPS begins re-advertising for superintendent position as search drags on - Yahoo! Voices
DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

‘Sneaky’ social media ads are luring young into gambling, say campaigners - The Guardian
‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

TikTok advertisers will look to rivals if US Senate moves ahead on ban - Reuters
TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters

Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits - Yicai Global
Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

MediaLink-UTA dispute signals end of an era for advertising excess - Campaign US
MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing - The Economic Times
Patanjali misleading advertisement case: SC asks Baba Ramdev to be personally present for next hearing  The Economic Times

Inside the 'made for advertising' crackdown—and why it isn't working - Ad Age
Inside the 'made for advertising' crackdown—and why it isn't working  Ad Age

Water brands face recent class action lawsuits over false advertising, microplastics, more - Top Class Actions
Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart - Storyboard18
Over Rs. 100 crore spent on political ads on Google, BJP leads the advertising chart  Storyboard18

A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well - EMARKETER
A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising - KMVT
FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5% - Moneycontrol
Patanjali advertising case: SC asks Ramdev to appear in person, stock down 3.5%  Moneycontrol

CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE) - Variety
CBS Sports Ad Chief John Bogusz to Step Down (EXCLUSIVE)  Variety

SDSU student advertising team receives top honors at American Advertising Awards - SDSU Athletics
SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts - Hollywood Reporter
RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

Pawsitive awareness: The rise of the pet parents - ETBrandEquity
Pawsitive awareness: The rise of the pet parents  ETBrandEquity

The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear) - Media Makers Meet
The Shift's Sam Baker: How to make your own media (and conquer advertisers' menopause fear)  Media Makers Meet

How the TikTok ban threat is affecting advertisers and creators - Ad Age
How the TikTok ban threat is affecting advertisers and creators  Ad Age

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

New Zealand government restructures advertising accounts with tender - AdNews
New Zealand government restructures advertising accounts with tender  AdNews

The role of CMO in driving success for CXOs - ETBrandEquity
The role of CMO in driving success for CXOs  ETBrandEquity

Meet The Ad Tech Players Using Generative AI For Their Media Buys - AdExchanger
Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it - BusinessLine
Patanjali advertising case: SC asks Ramdev, Balkrishna to appear before it  BusinessLine

Aurangabad-based Media House Group bags rights for advertising on 100 city buses - M4G Team
Aurangabad-based Media House Group bags rights for advertising on 100 city buses  M4G Team

Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest - Defense World
Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights - South China Morning Post
Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech - AdExchanger
The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

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