Headlines

1
Headlines

• A phrase or a sentence that serves as the opening
  to the ad.
• Usually larger type
• Purpose is to catch attention

2
Effective Headlines

• Attract prospects with your headline
• If you are selling a solution to premature hair
  loss, put PREMATURE HAIR LOSS in your headline.
  Your headline will catch the eye of everyone who
  suffers from this predicament.
• 2.   Appeal to your readers self-interest with
  your headline
• Instead of saying ANACIN WILL CURE YOUR HEADACHE,
  say
• GOT A HEADACHE? CURE IT WITH ANACIN.
• Begin your headlines with YOU rather than WE.

3
Effective Headlines

•  
• Sell your product in your headline
• On average, five times as many people read your
  headline as read your copy.
• Include your selling promise in your headline
• The best headlines promise readers a benefit,
  such as fewer cavities, cheaper gas, whiter
  clothes. This often makes for headlines of at
  least 12 words. People read long headlines as
  long as they
• (1)   promise a benefit,
• (2)   complement an intriguing visual, and
• (3)   are part of an attractive ad design

4
Effective Headlines

•  
• Name what you are advertising in your headline
• Avoid award-winning cleverness in your headlines
• Say things in the positive in headlines
• SARIDON CURES YOUR HEADACHE
• a positive way of saying
• SARIDON WILL NOT LET YOUR HEADACHE STAY FOR
  LONG.
• OUR BEEF CONTAINS NO ADDITIVES
• better re-written as
• OUR BEEF IS 100 PURE.

5
Effective Headlines

• Avoid IF headlines
• IF YOU BUY THIS LAMP, YOULL SAVE MONEY ON YOUR
  ELECTRIC BILL, and IF YOU NEED A PLUMBER, CALL
  JOES PLUMBING.
• WATCH YOUR ELECTRIC BILL SHRINK WITH THIS
  ELECTRIC LAMP, or
• JOES PLUMBING SAVED MY HOUSE FROM FLOODING.
• Say things in the present tense in your
  headlines
• I SAVED 1,000 WITH MY MIDLAND BANK MORTGAGE is
  weaker than
• I AM SAVING 1,000 WITH MY MIDLAND BANK
  MORTGAGE.
• T.E.S.T. COMPUTERS WILL MAKE YOU MORE PRODUCTIVE
  is weaker than T.E.S.T. COMPUTERS MAKE YOU MORE
  PRODUCTIVE.
• Make headlines work with the visual, not the
  body copy

6
Subheads

• Used in longer copy blocks
• Begin a new section of a copy
• Bold type larger than body copy
• To make the logic clear to the reader
• Useful for people who scan copy

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Body Copy

• Text of the ad
• Smaller size type
• Written in paragraphs or multiple lines
• Purpose is to explain the idea or selling point

9
Effective Body Copy

• 1. Start with your prospect, not you
• 2. Start in the middle
• 3. Start selling in the first paragraph
• 4. Be relevant
• 5. Present useful information

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Headline Caught in the wrong job?Subhead Just
log on to monster.com and leave the rest to
Monster Magic Search Technology to find you the
right job.Bodycopy Type your skill, experience
and location. Experience the magic yourself.
SEARCHBaseline Magic search. Right
jobs.Agency - Client Monster
Servicesmonster.com
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Headline "A rare case of tech and style being
in tandem" - Arena Magazine, UK.Subhead Moto
Razr V3Bodycopy A cut above the rest.Baseline
Intelligence everywhereAgency OM Client
Motorola
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Headline The only thing missing is the
engine.Subhead Presenting Ranger Swing
Hi-performance ATBBody copy There's this bike
that is going to storm your lives. A bike that's
got a HI-TENSILE STEEL BODY (that's guts of steel
for you). A bike that's got SWING-ARM SUSPENSION
(which makes boulders seem like pebbles). A bike
that's got state-of-the-art, American SHIMANO
GRIP SHIFT GEARS. A bike that's got an 18-SPEED
TRANSMISSION SYSTEM from SHIMANO JAPAN. A bike
that's got everything you could possibly dream of
(except, of course, for the engine). A bike with
a new face. A bike ready to begin a movement. A
phenomenon, called the Ranger Swing.Baseline
Another face. Another phase.Agency HTA Client
Hero Cycles