High Impact Headlines
By Tim Brocklehurst
The headline of an advertisement is perhaps the most important component for it is this that either draws the attention of your reader or repels it.
Before you begin writing your headline, have a look at other advertisements in the media you are planning to advertise in. You don't want yours to be proclaiming the same as your competitors, and you may find a unique selling point you can press that your competitors don't have.
The following do's and don'ts are rules-of-thumb to deploy when writing advertising headlines. There is no black and white to it as such, but tests have revealed what works best.
Do
Keep it as concise as possible
Make it as big as you can
Get Emotional
Be provocative
Use bold colors
Experiment
Set it apart from the ad copy
Challenge the reader
Don't
Use jargon or slang
Use punctuation
Use light colors
Follow grammar rules
Stick to one headline per campaign
Use exclamation marks
We hope you will find this useful in planning your ad campaign.