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Suggest You - How to Write Advertising Headlines
In this day and age, the society is filled with advanced technologies. Many aspects of convenience are available to satisfy the different needs of the people. One good example is the online printing services. People should not miss this remarkable opportunity to print their documents and marketing materials with ease.Basically, the online printing services proffer business individuals to produce their printing jobs with just a few clicks. Online printing is done on the web. It’s about offering different options of print design in the internet. Companies who utilize this kind of printing technique deliver several options in printing like in colors and finishes.You see there are a lot of print jobs that call for various printing systems. Lots of things should be considered before choosing one that will be utilized for the completion of your project. Some of the things that must be dwelled on are the cost of production, the quality of printing, the type of paper, the turnaround and the finishing touches.By and large, online printing
c) Deliver a promise in your headline.
“Lose 12 pounds Over the next 2 Weeks Simply by Changing the Way you Cook your Food”
d) State the prospect’s problem in direct language and suggest you’ve got the solution.
“Warning: Cancer Patients Should Avoid the Most Common Sweetener at All Costs...A Leading Oncologist Suggests this Substitute Could Save Your Life”
e) Start Your ad by telling an out-of-the-ordinary story. “Learn How this Golfer with Constant Back-Pain Shaved an Average of 13 Strokes Off his Game by using This New Type of Club.”
f) If your product and its average price is well known to the prospect then your most effective headline might be a simple and direct offer.
“All Movado Watches 66% off Now until this coming Saturday”
The most important thing to remember about creating your headline is to start with your prospective customer.
What is it she or he really wants?
The following are some common (and effective) types of headlines used in copywriting:
How to ...
How To (Accomplishment) In (Time Frame)
How To Turn (Problem) Into (Benefit)
How To Get (Goal) From (Something Common)
How To Improve Your...
How To Start...
How To Have...
How To Make (Someone) Do (Something Great)
How To Get Free (Product/Program)
How You Can (Action) In The Next (Time Frame)
How (Unexpected (Eve
Every month you write that check to the directory publisher for your ad or program. Do you ever stop to wonder if it’s worth it? Have you had the same one for years? Is it bringing in the type of customer you prefer? Where do you go for these answers?The obvious choice is your local Yellow Page rep. But guess who he or she works for? If you answered, the customer, you’re in for a rude awakening. Let me put it this way; who pays their salary, commissions, and provides their benefits? So they actually work for publisher and owe all their allegiance to them. Therefore, when you ask them for information or explanations, it’s always tempered by that one factor. In that instance, they are giving you the facts and references that support their suppositions. Is it unbiased and not-self serving? What do you think?This is not a knock against all Yellow Page reps. They do a great job and truly want to help the business. But are they totally honest? It depends. If they have been told to push a particular product, say a coupon or Internet item, they
Easy to do. Right?
Well... not so fast.
It’s possible. That’s the good news. But you have to do your homework first. There are books written on how to write a great headline. If I said you'll find everything you need to know in this article my nose would grow like Pinocchio’s. But I can help you get started in the right direction.
A headline should have the full attention of your prospect in 5 seconds or less. If it doesn't the rest of your copy probably won’t get read.
Many copywriters think the headline is the MOST important part of the copy because it’s read 5-8 times more than your body copy (on average). In short, your headline must get the job done. This is where the homework comes in.
I’m assuming you’ve already done the homework for your product or service. You know it inside and out. You’ve listed all its many benefits in exhaustive detail.
Great!
Now you focus on researching your customer. Advertising legend Denny Hatch says it best, “To write a great ad you have to get inside your customer’s head.”
You have to become familiar with your customer’s interests, desires, and problems. You have to know your customer's mindset. How do you do this? Research tactics might include any or all of the following...
1) Talk to people in your target audience.
Talk to any friends who are similar to your ideal prospect.
Call potential prospects on the phone. Simply tell them you’re doing market research and ask for their input and advice about your product.
Make notes - - especially when you hear the same things mentioned over and over again by prospects.
2) Read what they read.
Newspapers and magazines.
Trade journals for the industry (etc).
3) Read other advertising literature directed at your prospect. Read any controls you can get your hands on for related product(s).
This includes collecting competitors' marketing promotions, direct mail or other advertising. Study them. Pay careful attention to promotions that are mailed over and over again. Those are sure winners. They'll give you insight into the emotional appeals and messages that are currently working.
4) Read what your prospect has written or spoken.
Read testimonials sent in by your prospects. (Maybe your sales letter headline could be geared towards the thing customers liked the best?)
5) Read any of your prospect’s complaint letters. What bugged them about the product? What didn’t they like about the company? Did they suggest how to make things better?
6) Research your prospect on the web.
Take notes. Write it all down.
Okay, now the fun part.
Write down who your ideal prospect actually is in 2-4 sentences. Be concise. Be specific. You'll be merging your product with this person.
Picture them in your mind. Their sex. Their age. Their job. Their work environment. Their home life. The age of their children (if any). Your sales letter headline is going to be written to this one person.
Let’s say you’re a software developer who has put together a complete home-business package that makes it easy to write medical reports for doctors. Since doctors frequently outsource this work it makes a great small business opportunity. You think your research has uncovered the ideal prospect. Now you write down exactly who this person is...
“My prospect is a busy stay-at-home mom taking care of small children. She’s left her full-time job to take care of her family while the children are small. She has lots of business and computer skills gained from her previous work experience.”
Next...
Write down in 2-4 sentences what your prospect really WANTS.
“She wants to make a steady $200-$300 a week to increase the family’s income. She wants to work from home, but only 10-20 hours a week. She doesn’t want her children’s needs to suffer while she works at home.”
Now, put this information to work for you.
Use your headline to speak to the most important burning desire within your prospect as it relates to your product or service. Try to match what she most desires with what you have to offer her. There are different tactics for achieving this (we’ll look at a few in a moment). But, as a general practice, your headline should convey your strongest benefit.
Now, what's the best way to do this? Copywriters have strong opinions over the best way to achieve this. But there does seem to be a little consensus on certain things about headlines.
A headline might do any of the following:
a) Convey the most important benefit to your ideal prospect. Use clear, simple, and direct language. Don’t be cute. Be specific. Avoid generalities.
Don't say, "This marketing system will help you increase your profits..." Instead say, "This Marketing System is Guaranteed to Increase your Profits by at least 43% over the next 6 months..."
Here’s an example of a sales letter headline targeting the stay-at-home mom...
“Here's a Quick Way for a Stay-At-Home Mother to Earn $312 Dollars a Week Part-Time at Home Without Sacrificing Family-Time”
Here’s another benefit-oriented headline...
“Eliminate Pain after Your Surgery using an All-Natural Remedy Just Discovered by Princeton Medical Researchers”
Select your target customer by speaking directly to the one your offer is meant for...
“A Proven Way for Miami Beach Realtors to Increase Sales by as much as 28% the First Month”
b) Use the headline to arouse curiosity.
“The One Type of Stock You Absolutely Do Not Want to Own over the Next 18 months”
c) Deliver a promise in your headline.
“Lose 12 pounds Over the next 2 Weeks Simply by Changing the Way you Cook your Food”
d) State the prospect’s problem in direct language and suggest you’ve got the solution.
“Warning: Cancer Patients Should Avoid the Most Common Sweetener at All Costs...A Leading Oncologist Suggests this Substitute Could Save Your Life”
e) Start Your ad by telling an out-of-the-ordinary story. “Learn How this Golfer with Constant Back-Pain Shaved an Average of 13 Strokes Off his Game by using This New Type of Club.”
f) If your product and its average price is well known to the prospect then your most effective headline might be a simple and direct offer.
“All Movado Watches 66% off Now until this coming Saturday”
The most important thing to remember about creating your headline is to start with your prospective customer.
What is it she or he really wants?
The following are some common (and effective) types of headlines used in copywriting:
How to ...
How To (Accomplishment) In (Time Frame)
How To Turn (Problem) Into (Benefit)
How To Get (Goal) From (Something Common)
How To Improve Your...
How To Start...
How To Have...
How To Make (Someone) Do (Something Great)
How To Get Free (Product/Program)
How You Can (Action) In The Next (Time Frame)
How (Unexpected (Even
If it seems like the GU0 record for medical billing of claims is endless, well, it is close to it. The CMN itself has over 70 fields. The majority of them are so cryptically mapped that it is impossible for a biller to understand one field from another without going through the manuals, which usually aren't much help anyway. In this installment we'll be continuing with our endless revue of the GU0 record, picking up with field number 46.GU0 field 46, position 132, is Reply ALN L01 N21. This is the response to the twenty-first question on any DMERC certification requiring a one position response. All forms for this question are reserved for future use. This field covers all generic CMNs.GU0 field 47, position 133, is Reply ALN L01 N22. This is the response to the twenty-second question on any DMERC certification requiring a one position response. All forms for this question are reserved for future use. This field covers all generic CMNs.GU0 field 48, position 134, is Reply ALN L01 N23. This is the response to the twenty-t
1) Talk to people in your target audience.
Talk to any friends who are similar to your ideal prospect.
Call potential prospects on the phone. Simply tell them you’re doing market research and ask for their input and advice about your product.
Make notes - - especially when you hear the same things mentioned over and over again by prospects.
2) Read what they read.
Newspapers and magazines.
Trade journals for the industry (etc).
3) Read other advertising literature directed at your prospect. Read any controls you can get your hands on for related product(s).
This includes collecting competitors' marketing promotions, direct mail or other advertising. Study them. Pay careful attention to promotions that are mailed over and over again. Those are sure winners. They'll give you insight into the emotional appeals and messages that are currently working.
4) Read what your prospect has written or spoken.
Read testimonials sent in by your prospects. (Maybe your sales letter headline could be geared towards the thing customers liked the best?)
5) Read any of your prospect’s complaint letters. What bugged them about the product? What didn’t they like about the company? Did they suggest how to make things better?
6) Research your prospect on the web.
Take notes. Write it all down.
Okay, now the fun part.
Write down who your ideal prospect actually is in 2-4 sentences. Be concise. Be specific. You'll be merging your product with this person.
Picture them in your mind. Their sex. Their age. Their job. Their work environment. Their home life. The age of their children (if any). Your sales letter headline is going to be written to this one person.
Let’s say you’re a software developer who has put together a complete home-business package that makes it easy to write medical reports for doctors. Since doctors frequently outsource this work it makes a great small business opportunity. You think your research has uncovered the ideal prospect. Now you write down exactly who this person is...
“My prospect is a busy stay-at-home mom taking care of small children. She’s left her full-time job to take care of her family while the children are small. She has lots of business and computer skills gained from her previous work experience.”
Next...
Write down in 2-4 sentences what your prospect really WANTS.
“She wants to make a steady $200-$300 a week to increase the family’s income. She wants to work from home, but only 10-20 hours a week. She doesn’t want her children’s needs to suffer while she works at home.”
Now, put this information to work for you.
Use your headline to speak to the most important burning desire within your prospect as it relates to your product or service. Try to match what she most desires with what you have to offer her. There are different tactics for achieving this (we’ll look at a few in a moment). But, as a general practice, your headline should convey your strongest benefit.
Now, what's the best way to do this? Copywriters have strong opinions over the best way to achieve this. But there does seem to be a little consensus on certain things about headlines.
A headline might do any of the following:
a) Convey the most important benefit to your ideal prospect. Use clear, simple, and direct language. Don’t be cute. Be specific. Avoid generalities.
Don't say, "This marketing system will help you increase your profits..." Instead say, "This Marketing System is Guaranteed to Increase your Profits by at least 43% over the next 6 months..."
Here’s an example of a sales letter headline targeting the stay-at-home mom...
“Here's a Quick Way for a Stay-At-Home Mother to Earn $312 Dollars a Week Part-Time at Home Without Sacrificing Family-Time”
Here’s another benefit-oriented headline...
“Eliminate Pain after Your Surgery using an All-Natural Remedy Just Discovered by Princeton Medical Researchers”
Select your target customer by speaking directly to the one your offer is meant for...
“A Proven Way for Miami Beach Realtors to Increase Sales by as much as 28% the First Month”
b) Use the headline to arouse curiosity.
“The One Type of Stock You Absolutely Do Not Want to Own over the Next 18 months”
c) Deliver a promise in your headline.
“Lose 12 pounds Over the next 2 Weeks Simply by Changing the Way you Cook your Food”
d) State the prospect’s problem in direct language and suggest you’ve got the solution.
“Warning: Cancer Patients Should Avoid the Most Common Sweetener at All Costs...A Leading Oncologist Suggests this Substitute Could Save Your Life”
e) Start Your ad by telling an out-of-the-ordinary story. “Learn How this Golfer with Constant Back-Pain Shaved an Average of 13 Strokes Off his Game by using This New Type of Club.”
f) If your product and its average price is well known to the prospect then your most effective headline might be a simple and direct offer.
“All Movado Watches 66% off Now until this coming Saturday”
The most important thing to remember about creating your headline is to start with your prospective customer.
What is it she or he really wants?
The following are some common (and effective) types of headlines used in copywriting:
How to ...
How To (Accomplishment) In (Time Frame)
How To Turn (Problem) Into (Benefit)
How To Get (Goal) From (Something Common)
How To Improve Your...
How To Start...
How To Have...
How To Make (Someone) Do (Something Great)
How To Get Free (Product/Program)
How You Can (Action) In The Next (Time Frame)
How (Unexpected (Eve
Looking for a way to save your enterprise or government organization tens of thousands of dollars a month or more on wireless mobile communication use? First off, it’s going to take some discipline and innovative management for your cellular communication services to become more cost efficient and less prone to abuse. Cell phone and handheld usage can bleed a corporation’s IT communications funding dry without so much as a turn of the head, or at least until it’s too late.They're Everywhere ...It’s more common than not for a large organization to have employees carrying company owned devices such as cellular phones, pagers, PDAs, and Blackberry devices. All these wireless devices meant to increase employee productivity are more than likely draining funds and ultimately decreasing actual corporate productivity. It’s an ever increasing telecommunications expense on a road to disaster.One is Better ...One way to better manage corporate employee mobile communication cost is to buy ALL cellular services through O
Picture them in your mind. Their sex. Their age. Their job. Their work environment. Their home life. The age of their children (if any). Your sales letter headline is going to be written to this one person.
Let’s say you’re a software developer who has put together a complete home-business package that makes it easy to write medical reports for doctors. Since doctors frequently outsource this work it makes a great small business opportunity. You think your research has uncovered the ideal prospect. Now you write down exactly who this person is...
“My prospect is a busy stay-at-home mom taking care of small children. She’s left her full-time job to take care of her family while the children are small. She has lots of business and computer skills gained from her previous work experience.”
Next...
Write down in 2-4 sentences what your prospect really WANTS.
“She wants to make a steady $200-$300 a week to increase the family’s income. She wants to work from home, but only 10-20 hours a week. She doesn’t want her children’s needs to suffer while she works at home.”
Now, put this information to work for you.
Use your headline to speak to the most important burning desire within your prospect as it relates to your product or service. Try to match what she most desires with what you have to offer her. There are different tactics for achieving this (we’ll look at a few in a moment). But, as a general practice, your headline should convey your strongest benefit.
Now, what's the best way to do this? Copywriters have strong opinions over the best way to achieve this. But there does seem to be a little consensus on certain things about headlines.
A headline might do any of the following:
a) Convey the most important benefit to your ideal prospect. Use clear, simple, and direct language. Don’t be cute. Be specific. Avoid generalities.
Don't say, "This marketing system will help you increase your profits..." Instead say, "This Marketing System is Guaranteed to Increase your Profits by at least 43% over the next 6 months..."
Here’s an example of a sales letter headline targeting the stay-at-home mom...
“Here's a Quick Way for a Stay-At-Home Mother to Earn $312 Dollars a Week Part-Time at Home Without Sacrificing Family-Time”
Here’s another benefit-oriented headline...
“Eliminate Pain after Your Surgery using an All-Natural Remedy Just Discovered by Princeton Medical Researchers”
Select your target customer by speaking directly to the one your offer is meant for...
“A Proven Way for Miami Beach Realtors to Increase Sales by as much as 28% the First Month”
b) Use the headline to arouse curiosity.
“The One Type of Stock You Absolutely Do Not Want to Own over the Next 18 months”
c) Deliver a promise in your headline.
“Lose 12 pounds Over the next 2 Weeks Simply by Changing the Way you Cook your Food”
d) State the prospect’s problem in direct language and suggest you’ve got the solution.
“Warning: Cancer Patients Should Avoid the Most Common Sweetener at All Costs...A Leading Oncologist Suggests this Substitute Could Save Your Life”
e) Start Your ad by telling an out-of-the-ordinary story. “Learn How this Golfer with Constant Back-Pain Shaved an Average of 13 Strokes Off his Game by using This New Type of Club.”
f) If your product and its average price is well known to the prospect then your most effective headline might be a simple and direct offer.
“All Movado Watches 66% off Now until this coming Saturday”
The most important thing to remember about creating your headline is to start with your prospective customer.
What is it she or he really wants?
The following are some common (and effective) types of headlines used in copywriting:
How to ...
How To (Accomplishment) In (Time Frame)
How To Turn (Problem) Into (Benefit)
How To Get (Goal) From (Something Common)
How To Improve Your...
How To Start...
How To Have...
How To Make (Someone) Do (Something Great)
How To Get Free (Product/Program)
How You Can (Action) In The Next (Time Frame)
How (Unexpected (Eve
It is an interesting exercise for one who creates ads to watch other ads. It is clear to see the motivation behind what causes some people to build ads the way they do. There are clearly three angles that could and should be considered as components of an ad. Most have one, some have two, the best have all three.1) The most common denominator is the element of cleaver. These are the ads that usually have funny as the main ingredient. It is easy to see how the ad agency sold the client on funny, it's supposed to generate the warm fuzzies and even be remembered as well as be looked forward to the next time they run the ad. Agencies win awards for funny ads, even if they don't sell product or enhance the companies image. Shows you where the priority is at ad agencies.2) The second kind of ad is one that is memorable. This is supposed to make you remember the product. This is primarily for commodities: "me too" products and services that are always being bought. If the "memory" side of the concept is not c
Now, what's the best way to do this? Copywriters have strong opinions over the best way to achieve this. But there does seem to be a little consensus on certain things about headlines.
A headline might do any of the following:
a) Convey the most important benefit to your ideal prospect. Use clear, simple, and direct language. Don’t be cute. Be specific. Avoid generalities.
Don't say, "This marketing system will help you increase your profits..." Instead say, "This Marketing System is Guaranteed to Increase your Profits by at least 43% over the next 6 months..."
Here’s an example of a sales letter headline targeting the stay-at-home mom...
“Here's a Quick Way for a Stay-At-Home Mother to Earn $312 Dollars a Week Part-Time at Home Without Sacrificing Family-Time”
Here’s another benefit-oriented headline...
“Eliminate Pain after Your Surgery using an All-Natural Remedy Just Discovered by Princeton Medical Researchers”
Select your target customer by speaking directly to the one your offer is meant for...
“A Proven Way for Miami Beach Realtors to Increase Sales by as much as 28% the First Month”
b) Use the headline to arouse curiosity.
“The One Type of Stock You Absolutely Do Not Want to Own over the Next 18 months”
c) Deliver a promise in your headline.
“Lose 12 pounds Over the next 2 Weeks Simply by Changing the Way you Cook your Food”
d) State the prospect’s problem in direct language and suggest you’ve got the solution.
“Warning: Cancer Patients Should Avoid the Most Common Sweetener at All Costs...A Leading Oncologist Suggests this Substitute Could Save Your Life”
e) Start Your ad by telling an out-of-the-ordinary story. “Learn How this Golfer with Constant Back-Pain Shaved an Average of 13 Strokes Off his Game by using This New Type of Club.”
f) If your product and its average price is well known to the prospect then your most effective headline might be a simple and direct offer.
“All Movado Watches 66% off Now until this coming Saturday”
The most important thing to remember about creating your headline is to start with your prospective customer.
What is it she or he really wants?
The following are some common (and effective) types of headlines used in copywriting:
How to ...
How To (Accomplishment) In (Time Frame)
How To Turn (Problem) Into (Benefit)
How To Get (Goal) From (Something Common)
How To Improve Your...
How To Start...
How To Have...
How To Make (Someone) Do (Something Great)
How To Get Free (Product/Program)
How You Can (Action) In The Next (Time Frame)
How (Unexpected (Eve
Underwater metal detectors are widely used by underwater search and recovery teams. Treasure hunters, archaeologists, sport divers, military and law enforcement people use underwater metal detectors for different purposes. Underwater construction companies use underwater metal detectors for pipeline or cable locating functions.The common features of underwater metal detectors are depth, alerts, ground balance, detection mode and sensitivity. Some of the underwater metal detectors can adjust the search depth. Better quality detectors give distinctive alerts, depending on the type of metal sensed. Underwater metal detectors have different detection modes for searching and prospecting. Most underwater metal detectors can be used on both fresh and salt water.Underwater metal detectors are based on digital technology. They have different operating modes. The normal mode works with a single tone. Normal mode is used for beachcombing and other prolonged searches. The standard discrimination mode is for conventional pulse detection. Slight audio
c) Deliver a promise in your headline.
“Lose 12 pounds Over the next 2 Weeks Simply by Changing the Way you Cook your Food”
d) State the prospect’s problem in direct language and suggest you’ve got the solution.
“Warning: Cancer Patients Should Avoid the Most Common Sweetener at All Costs...A Leading Oncologist Suggests this Substitute Could Save Your Life”
e) Start Your ad by telling an out-of-the-ordinary story. “Learn How this Golfer with Constant Back-Pain Shaved an Average of 13 Strokes Off his Game by using This New Type of Club.”
f) If your product and its average price is well known to the prospect then your most effective headline might be a simple and direct offer.
“All Movado Watches 66% off Now until this coming Saturday”
The most important thing to remember about creating your headline is to start with your prospective customer.
What is it she or he really wants?
The following are some common (and effective) types of headlines used in copywriting:
How to ...
How To (Accomplishment) In (Time Frame)
How To Turn (Problem) Into (Benefit)
How To Get (Goal) From (Something Common)
How To Improve Your...
How To Start...
How To Have...
How To Make (Someone) Do (Something Great)
How To Get Free (Product/Program)
How You Can (Action) In The Next (Time Frame)
How (Unexpected (Event) Changed My (Situation)
How I (Accomplishment) In (Time Frame)
How I (Accomplishment) By (The Unexpected)
How I Improved My (Problem)
An Easy Way to …
A Proven Way to ...
Introducing ...
A Quick and Easy way to ...
Why you should ...
Announcing ...
If ... Then ...
(Problem) -- How To Fix It
A testimonial can sometimes make a great sales letter headline. Especially if it conveys your product's biggest benefit. When used in this way it can be powerful...
"We use the 305 Dawson Water Pump every day for plant operations and it always works without a hitch."
A few last thoughts ...
Never use a sales letter headline to trick your prospect. It should ALWAYS be related to your product or service in a way that meaningfully ties in with your copy. If you use tricks to get attention your prospect may start reading your copy, but as soon as they discover they've been tricked the sale is dead.
Your sales letter headline doesn’t have to be cute, hype-y or outrageous to get attention. After outlining all your product’s benefits find the one your prospect wants the most and you’ll be on your way.
Copyright 2006 Joseph Farinaccio
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