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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 Wed. December / 07 / 2022

GM continues to evaluate Twitter advertising suspension following Musk takeover - CNBC
  1. GM continues to evaluate Twitter advertising suspension following Musk takeover  CNBC
  2. Snap Investors Hope for Advertising Windfall as Brands Ditch Musk’s Twitter  Yahoo Finance
  3. Wells Fargo Pauses Twitter Advertising  AdvisorHub
  4. Apple and Amazon resume advertising on Twitter, reports say  Reuters
  5. Musk Struggles to Retain Twitter Advertisers  Investopedia
  6. View Full Coverage on Google News

Magna Global: Local TV Advertising to See Steep Declines as OTT/AVOD Spikes in 2023 - TV Technology
  1. Magna Global: Local TV Advertising to See Steep Declines as OTT/AVOD Spikes in 2023  TV Technology
  2. Advertising Slowdown Started in 2002, Will Extend Into 2023  Variety
  3. Ad Firms Predict Slower Advertising Growth for 2023  The Wall Street Journal
  4. Global Advertising Market Slowing, Magna Forecasts  Hollywood Reporter
  5. Ad industry pegs 2023 adex growth at 14-16% despite slower startup spends  Business Standard
  6. View Full Coverage on Google News

NBCUniversal to Host Innovation Forum on the Future of Local Advertising - TV Technology
NBCUniversal to Host Innovation Forum on the Future of Local Advertising  TV Technology

Paramount Global projects fourth-quarter advertising revenue will decline from third quarter - Reuters
Paramount Global projects fourth-quarter advertising revenue will decline from third quarter  Reuters

Eastgate Shopping Center to get new advertising sign - kttn
Eastgate Shopping Center to get new advertising sign  kttn

Positive Social Impact in Advertising: Q&A with Sigma Software - ExchangeWire
Positive Social Impact in Advertising: Q&A with Sigma Software  ExchangeWire

GE buys out entire NYT print paper in historic first - Axios
GE buys out entire NYT print paper in historic first  Axios

Apple and Amazon Resume Advertising on Twitter - Digital Music News
Apple and Amazon Resume Advertising on Twitter  Digital Music News

FTC Investigates Crypto Firms Over Misleading Advertising - Bloomberg
FTC Investigates Crypto Firms Over Misleading Advertising  Bloomberg

Google Wins Antitrust Appeal Over Advertising Algorithm Changes - Bloomberg Law
Google Wins Antitrust Appeal Over Advertising Algorithm Changes  Bloomberg Law

Twitter Keeps Missing Its Advertising Targets as Woes Mount - The New York Times
Twitter Keeps Missing Its Advertising Targets as Woes Mount  The New York Times

Advertising in Israel - statistics & facts - Statista
Advertising in Israel - statistics & facts  Statista

4 essential CTV advertising priorities you can use in 2023 - AdAge.com
4 essential CTV advertising priorities you can use in 2023  AdAge.com

Are we ready for space-based advertising? - The Hill
Are we ready for space-based advertising?  The Hill

Between the Lines: What Subliminal Advertising Reveals About Attention - VideoWeek
Between the Lines: What Subliminal Advertising Reveals About Attention  VideoWeek

Report Calls for Crackdown on Advertising by Digital Pill Mills - TechNewsWorld
Report Calls for Crackdown on Advertising by Digital Pill Mills  TechNewsWorld

Uber, Chicago agree to $10M settlement in commission fee and advertising investigation - Restaurant Dive
Uber, Chicago agree to $10M settlement in commission fee and advertising investigation  Restaurant Dive

Advertising About Sustainability Aspirations Does Not Violate D.C. Consumer Protection Procedures Act - JD Supra
Advertising About Sustainability Aspirations Does Not Violate D.C. Consumer Protection Procedures Act  JD Supra

Rulemaking in privacy legislation can help dial in ad regulation - Brookings Institution
Rulemaking in privacy legislation can help dial in ad regulation  Brookings Institution

Circle K Debuts First National Fuel Advertising Campaign in U.S. - Joplin Globe
Circle K Debuts First National Fuel Advertising Campaign in U.S.  Joplin Globe

Disney Advertising enhances clean room capabilities with VideoAmp partnership - Marketing Dive
Disney Advertising enhances clean room capabilities with VideoAmp partnership  Marketing Dive

NBCU CEO says state of TV advertising has 'gotten even worse' recently - AdAge.com
NBCU CEO says state of TV advertising has 'gotten even worse' recently  AdAge.com

Hayden5 Named to Inc.'s 2022 Best in Business Lists in Advertising and Media Categories | LBBOnline - Little Black Book - LBBonline
Hayden5 Named to Inc.'s 2022 Best in Business Lists in Advertising and Media Categories | LBBOnline  Little Black Book - LBBonline

Netflix Co-CEO Ted Sarandos On Advertising Rollout, Password Sharing, And Why The Company Is Punting On Sports Rights: “We’re Not Anti-Sports, We’re Just Pro-Profit” - Deadline
Netflix Co-CEO Ted Sarandos On Advertising Rollout, Password Sharing, And Why The Company Is Punting On Sports Rights: “We’re Not Anti-Sports, We’re Just Pro-Profit”  Deadline

OUT OF HOME ADVERTISING UP 11% IN Q3 2022, ACCORDING TO OAAA OOH REVENUE REPORT - Yahoo Finance
OUT OF HOME ADVERTISING UP 11% IN Q3 2022, ACCORDING TO OAAA OOH REVENUE REPORT  Yahoo Finance

Google Ads Conversion Lift Tutorial For Advertisers - Search Engine Journal
Google Ads Conversion Lift Tutorial For Advertisers  Search Engine Journal

A Different Look for End-of-Year and Holiday Dealer Advertising - Ward's Auto
A Different Look for End-of-Year and Holiday Dealer Advertising  Ward's Auto

Venable Grows Advertising And Marketing Group In LA - Law360
Venable Grows Advertising And Marketing Group In LA  Law360

Advertising To Football Fans: Who They Are, What They Watch, And How To Reach Them — TVREV - TVRev
Advertising To Football Fans: Who They Are, What They Watch, And How To Reach Them — TVREV  TVRev

5 methods for leveraging digital advertising during a downturn - TechCrunch
5 methods for leveraging digital advertising during a downturn  TechCrunch

How My One Direction Fan Account Prepared Me for a Career in Advertising - Muse by Clio
How My One Direction Fan Account Prepared Me for a Career in Advertising  Muse by Clio

At 60, the ASA - and advertising - continues to change - Advertising Standards Authority
At 60, the ASA - and advertising - continues to change  Advertising Standards Authority

Microsoft Advertising Gains Flyer Extensions, Retract & Restate Conversions, Ad Schedule Calendar View & More - Search Engine Roundtable
Microsoft Advertising Gains Flyer Extensions, Retract & Restate Conversions, Ad Schedule Calendar View & More  Search Engine Roundtable

Branding Versus Lead Generation in Law Firm Advertising - JD Supra
Branding Versus Lead Generation in Law Firm Advertising  JD Supra

BuzzFeed Inc. Lays Off 12% of Staff, Citing Ads Slowdown - Adweek
BuzzFeed Inc. Lays Off 12% of Staff, Citing Ads Slowdown  Adweek

Is Laughter Really the Best Medicine (In Advertising)? | LBBOnline - Little Black Book - LBBonline
Is Laughter Really the Best Medicine (In Advertising)? | LBBOnline  Little Black Book - LBBonline

Netflix CEO says he was slow to allow advertising because he was focused on Google and Facebook - CNBC
Netflix CEO says he was slow to allow advertising because he was focused on Google and Facebook  CNBC

Retail Media Networks Are The Next Big Advertising Channel - Forbes
Retail Media Networks Are The Next Big Advertising Channel  Forbes

1 Surprising Adtech Stock That Could Soar Now - The Motley Fool
1 Surprising Adtech Stock That Could Soar Now  The Motley Fool

Global Internet Advertising Market Trends, Strategies, Opportunities For 2022-2031 - EIN News
Global Internet Advertising Market Trends, Strategies, Opportunities For 2022-2031  EIN News

HOMER CITY BOROUGH COUNCIL APPROVES ADVERTISING 2023 BUDGET - wccsradio.com
HOMER CITY BOROUGH COUNCIL APPROVES ADVERTISING 2023 BUDGET  wccsradio.com

Meet The Winners Of The Drum Awards For Digital Advertising APAC 2022 - The Drum
Meet The Winners Of The Drum Awards For Digital Advertising APAC 2022  The Drum

Foxtel builds up to SVOD advertising launch - Digital TV Europe
Foxtel builds up to SVOD advertising launch  Digital TV Europe

Is Harte Hanks Inc (HHS) a Good Buy in the Advertising Agencies Industry? - InvestorsObserver
Is Harte Hanks Inc (HHS) a Good Buy in the Advertising Agencies Industry?  InvestorsObserver

Brand Authenticity Is Key In Advertising Strategies - Forbes
Brand Authenticity Is Key In Advertising Strategies  Forbes

FTC Acts to Stop Deceptive COVID-19 Advertising Claims by California's Precision Patient Outcomes, Inc. - Federal Trade Commission News
FTC Acts to Stop Deceptive COVID-19 Advertising Claims by California's Precision Patient Outcomes, Inc.  Federal Trade Commission News

Federal Election Commission Adopts New Rules for Sponsorship Disclaimers for Online Political Advertising – And to Consider Rules for Political Marketing Through Social Media Influencers - Broadcast Law Blog
Federal Election Commission Adopts New Rules for Sponsorship Disclaimers for Online Political Advertising – And to Consider Rules for Political Marketing Through Social Media Influencers  Broadcast Law Blog

Make Digital Advertising Easy with Sky Way Billboards, the Nation's Top Independent Billboard Agency - EIN News
Make Digital Advertising Easy with Sky Way Billboards, the Nation's Top Independent Billboard Agency  EIN News

Crypto collapse leaves media companies with budget holes as advertising dries up - CNBC
Crypto collapse leaves media companies with budget holes as advertising dries up  CNBC

Eighth Circuit Affirms Summary Judgment, Finding that Fax was not “Unsolicited Advertisement” - JD Supra
Eighth Circuit Affirms Summary Judgment, Finding that Fax was not “Unsolicited Advertisement”  JD Supra

Instacart launches savings-focused advertising tools - Grocery Dive
Instacart launches savings-focused advertising tools  Grocery Dive

Apple under fire for privacy issues. Regulating user privacy in digital advertising. Can data privacy personnel protect schools from cyber threats? - The CyberWire
Apple under fire for privacy issues. Regulating user privacy in digital advertising. Can data privacy personnel protect schools from cyber threats?  The CyberWire

Innovid to Integrate Kinetiq's Advertising Dataset Into Measurement Platform InnovidXP - Marketscreener.com
Innovid to Integrate Kinetiq's Advertising Dataset Into Measurement Platform InnovidXP  Marketscreener.com

Self-regulation: responsible advertising for the green transition - EURACTIV
Self-regulation: responsible advertising for the green transition  EURACTIV

DPH Announces New Fentanyl Awareness Advertising Campaign - State of Delaware News - news.delaware.gov
DPH Announces New Fentanyl Awareness Advertising Campaign - State of Delaware News  news.delaware.gov

30 Under 30 Marketing & Advertising 2023: Meet The Creators, Founders And Marketers Pushing Brands Forward - Forbes
30 Under 30 Marketing & Advertising 2023: Meet The Creators, Founders And Marketers Pushing Brands Forward  Forbes

Google faces claim from UK publishers over online advertising - Reuters
Google faces claim from UK publishers over online advertising  Reuters

Yahoo gets 25% stake in Taboola as part of long-term advertising deal - TechCrunch
Yahoo gets 25% stake in Taboola as part of long-term advertising deal  TechCrunch

EMU Graduate Soner Öztürk Pursues a Successful Career as the Advertising Coordinator at Turkish Airlines - EIN News
EMU Graduate Soner Öztürk Pursues a Successful Career as the Advertising Coordinator at Turkish Airlines  EIN News

Scary, Fun Times In Digital Advertising - Forbes
Scary, Fun Times In Digital Advertising  Forbes

TikTok rides out wider advertising slowdown - Business MattersBusiness Matters
TikTok rides out wider advertising slowdown  Business MattersBusiness Matters

National Linear TV Advertising Spending Down 8% in October - Next TV
National Linear TV Advertising Spending Down 8% in October  Next TV

FTC Sues Advertising Behemoths Google And IHeartMedia For Deceptive Endorsements By Radio Personalities - Advertising, Marketing & Branding - United States - Mondaq
FTC Sues Advertising Behemoths Google And IHeartMedia For Deceptive Endorsements By Radio Personalities - Advertising, Marketing & Branding - United States  Mondaq

Twitter's advertising losses are piling up - Platformer
Twitter's advertising losses are piling up  Platformer

Do Advertisers Really Need Sight, Sound and Motion? - Radio Ink
Do Advertisers Really Need Sight, Sound and Motion?  Radio Ink

‘Away from tactical media buying’: Advertisers shifting in-housing efforts in to gain more ad spend control - Digiday
‘Away from tactical media buying’: Advertisers shifting in-housing efforts in to gain more ad spend control  Digiday

JUUL & Indiana Come to Multi-Million Dollar Settlement Over... - WIBC - Indianapolis News & Politics
JUUL & Indiana Come to Multi-Million Dollar Settlement Over...  WIBC - Indianapolis News & Politics

Brian Wieser to leave GroupM | Advertising - Campaign Asia
Brian Wieser to leave GroupM | Advertising  Campaign Asia

Gambling Bill will not include 'outright ban on advertising or sponsorship' - The Irish Times
Gambling Bill will not include 'outright ban on advertising or sponsorship'  The Irish Times

Mario Jumps Into The 3D Billboard Craze In New Movie Advertisement - Nintendo Life
Mario Jumps Into The 3D Billboard Craze In New Movie Advertisement  Nintendo Life

TikTok restructures its US operation to weather the advertising storm - Insider Intelligence
TikTok restructures its US operation to weather the advertising storm  Insider Intelligence

TikTok Builds Itself Into an Ads Juggernaut - The New York Times
TikTok Builds Itself Into an Ads Juggernaut  The New York Times

Why Elon Musk's Twitter Is Losing Advertisers - The Journal. - WSJ Podcasts - The Wall Street Journal
Why Elon Musk's Twitter Is Losing Advertisers - The Journal. - WSJ Podcasts  The Wall Street Journal

Key advertisers no longer are on Twitter - The Washington Post
Key advertisers no longer are on Twitter  The Washington Post

Macy's pauses Twitter advertising ahead of Thanksgiving Day Parade - AdAge.com
Macy's pauses Twitter advertising ahead of Thanksgiving Day Parade  AdAge.com

Twitter's Advertising Exodus Accelerates, Despite Outreach From Elon Musk - The Wall Street Journal
Twitter's Advertising Exodus Accelerates, Despite Outreach From Elon Musk  The Wall Street Journal

KFC Germany apologizes for advertising a Kristallnacht promotion - CNN
KFC Germany apologizes for advertising a Kristallnacht promotion  CNN

Elon Musk has himself to blame for Twitter's advertising woes, civil rights groups say - CNBC
Elon Musk has himself to blame for Twitter's advertising woes, civil rights groups say  CNBC

SpaceX just bought a big ad campaign on Twitter for Starlink - CNBC
SpaceX just bought a big ad campaign on Twitter for Starlink  CNBC

‘There is a risk our advertising would appear next to the wrong messages.’ Companies are already pulling ads off Twitter because of hate speech concerns - Fortune
‘There is a risk our advertising would appear next to the wrong messages.’ Companies are already pulling ads off Twitter because of hate speech concerns  Fortune

How retailers are reshaping the advertising industry - Financial Times
How retailers are reshaping the advertising industry  Financial Times

How to Manage an Online Audience with Advertising Banner Ads - RealtyBizNews
How to Manage an Online Audience with Advertising Banner Ads  RealtyBizNews

TikTok, Struggling With Slowing Digital-Advertising Industry, Lowers Ad-Revenue Outlook - The Wall Street Journal
TikTok, Struggling With Slowing Digital-Advertising Industry, Lowers Ad-Revenue Outlook  The Wall Street Journal

‘I don’t know what marketer wants to go near that’: Advertisers unconvinced after Musk tries to reassure them that Twitter chaos won’t hurt them - Fortune
‘I don’t know what marketer wants to go near that’: Advertisers unconvinced after Musk tries to reassure them that Twitter chaos won’t hurt them  Fortune

Ad market worse than during lows of the pandemic, says Warner Bros Discovery CEO David Zaslav - CNBC
Ad market worse than during lows of the pandemic, says Warner Bros Discovery CEO David Zaslav  CNBC

Advertising Policy - Health Central
Advertising Policy  Health Central

What Airbnb Could Teach Brands About Digital Advertising - Forbes
What Airbnb Could Teach Brands About Digital Advertising  Forbes

Amazon ads are everywhere. It’s only the beginning. - Vox.com
Amazon ads are everywhere. It’s only the beginning.  Vox.com

Advertisers No Longer 'Make People Feel,' Kantar Warns - Adweek
Advertisers No Longer 'Make People Feel,' Kantar Warns  Adweek

Why Airbnb sees in-house advertising creative as the key to brand success - Fast Company
Why Airbnb sees in-house advertising creative as the key to brand success  Fast Company

The FTX collapse is a harsh lesson in hype advertising - Fast Company
The FTX collapse is a harsh lesson in hype advertising  Fast Company

The Next Wave of Cannabis Marketing and Advertising - Rolling Stone
The Next Wave of Cannabis Marketing and Advertising  Rolling Stone

Why Contextual AI Will Shape the Future of Advertising - Adweek
Why Contextual AI Will Shape the Future of Advertising  Adweek

Why Alphabet Is Much More Than an Advertising Company - The Motley Fool
Why Alphabet Is Much More Than an Advertising Company  The Motley Fool

What the Downfall of Web Cookies Means for Advertising - Entrepreneur
What the Downfall of Web Cookies Means for Advertising  Entrepreneur

YouTube expands shopping features following digital advertising slowdown - Financial Times
YouTube expands shopping features following digital advertising slowdown  Financial Times

Why Elon Musk Is Blowing Up Twitter's Business - The Atlantic
Why Elon Musk Is Blowing Up Twitter's Business  The Atlantic

United, Pfizer, GM: Advertisers Leaving Twitter After Elon Musk - Gizmodo
United, Pfizer, GM: Advertisers Leaving Twitter After Elon Musk  Gizmodo

Interactive Advertising Bureau | Multi-State Privacy Agreement - IAB
Interactive Advertising Bureau | Multi-State Privacy Agreement  IAB

Fake Eli Lilly account may cost Twitter millions - The Washington Post
Fake Eli Lilly account may cost Twitter millions  The Washington Post

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