Does Your Ad Measure Up?
Could your ad or offer/proposition use a "how" or "how-to" headline? People buy products and services to improve the quality of their lives; if you show them "how" they can solve their problems, you stand a better chance of getting their order.
Do not put the headline at the top, followed by a main illustration and finished with body copy beneath both elements with no subhead to pull readers' eyes into the text.
Long headlines should not be broken up by illustrations. Keep the headline together.
Any good headline should talk to one reader, not to a mass audience. —Axel Andersson
Your headline may change depending on the medium in which the ad is placed. Readers of a cooking magazine will most likely respond to different benefits than readers of a business newspaper.
The wickedest of all sins is to run an advertisement without a headline. —David Ogilvy
The headline should be horizontal, not vertical, not slanting. —Bill Jayme
In creating strong headlines, four appeals offer the most effect on response: self-interest, news, curiosity and quick, easy way. The ad shown above, at middle right, has a few things going for it, one of which is the promise of a "quick, easy way" to gain a competitive advantage.
Consider testing an obvious benefit headline ("Lose 10 pounds in 1 month") versus a hidden benefit headline ("Never be a wallflower again"). —Ted Nicholas
Try putting appropriate headlines in quotes, as studies show that 28 percent more attention is given to headlines in quotes.
Never use more than 17 words.
Use upper- and lower-case letters, not all caps, to increase readability. —Ted Nicholas
Avoid using reverse type in headlines as it is more difficult to read. —Ted Nicholas