 |
|||||||||
|
|||||||||
The best headline tips of the last 100 yearsby Linda WestphalFor many decades marketers have kept track of headlines that have made money. They do it so they can study them and pinpoint what makes them attractive to consumers. For instance, marketers want to know: What is the theme of the headline? What words were used? How many words were used? What words or letters are capitalized and which ones are not? And so on. Marketers, as you know, have fixed advertising budgets; therefore, to conduct unlimited headline tests as well as copy and design tests, is usually not an option. Instead, marketers must apply winning tips shared by other marketers when writing headlines, and then test two or three good headlines rather than 10 or more. I, too, have studied headlines that have made money and in my opinion these six tips are the best headline-writing tips of the last 100 years (in no particular order): * Be direct. Don’t use a headline to trick your audience. * Offer news or information. * “Put your headline in quotes.” * Call readers by name in your headline. * State your offer and be specific. * Include the product’s #1 benefit in the headline. 1. Be direct. Don’t use a headline to trick your audience. Direct headlines are like arrows shooting your audience very clear messages. Typically, busy people (which today is everyone) appreciate direct headlines. Here are four superb direct headlines. * 15 Ways Our Greeting Cards Can Help You Have a Brighter, Less Stressed Holiday Season * Here are the kind of labels and seals we want to send you FREE! * FREE IMPRINTING on orders of three or more boxes! * 4 books. 4 bucks. No commitment. No kidding. 2. Offer news or information. These types of headlines are often short and billboard-like. Here are four very good examples: * The Fire Safety Book * Mover’s Guide * New One Coat Lipcolor * Introducing Vidal Sassoon Hairspray with Formesilk. 3. “Put your headline in quotes.” Any set of words can be wrapped with quote marks. In fact, a headline with quote marks gives readers permission to eavesdrop on a conversation, which is very hard to resist. Have you ever tested a headline with quote marks? Try it. Here are two examples: * “You can see the lemon in Schweppes Bitter Lemon. That’s because Schweppes uses whole, fresh lemons. Juice, pulp, peel, everything.” * “The Medicine Man Catalogs All Therapeutic Benefits Of The Botanicals.” 4. Call readers by name in your headline. You will attract the right people when you address them in your headline, as illustrated in these two headlines: * Homeowners: Safeguard your family 24 hours a day with Secure-Alarm * For Singles Only: Cruise down Pantock Bay on New Year’s Eve 5. State your offer and be specific. * Match the sticker. Get your first ornament FREE! * Now! Take 6 best sellers for 99¢ * FREE GIFT with all orders and DEFER PAYMENT of your order until June 15, 1999 6. Include the product’s #1 benefit in the headline. Benefit headlines are probably the most popular, and successful, headlines of all. Your most exciting benefit should never be hidden in your copy; rather, it should appear in your headline—like this: * Here’s the perfect gift: It’s easy to order, sure to delight, and even saves you money! * The secret ingredient is a sweet cherry taste * Keeps foods chilled for hikes in the country or concerts in the park Just for fun, compare the winning headlines above to the three poor headlines below. Then use the six tips outlined here to write better headlines. Poor headline for a mutual fund: The market rises … The market falls. Do you feel comfortable? Better: How to stabilize your portfolio … even when the market’s not so stable. Poor headline for a book: ‘Spend Yourself Rich’ can give people the reason to make financial planning part of their lives. Better: Become rich with these buying habits — and without a big paycheck. Poor headline for a bed: We all need a soft place to lay our heads. Better: Tonight, sleep better. Tomorrow, wake up more energized. Linda Westphal is a freelance copywriter who works with advertising agency creative professionals, business owners and other marketing professionals from her office in Sacramento, California. She can be reached at Linda Westphal Copywriting, P.O. Box 2033, Citrus Heights, CA 95611, (916) 752-5443, E-mail: LindaWestphal@earthlink.net, or visit her Web site at www.lindawestphal.com |
| << BACK |
|
Linda Westphal |