How to Write an Advertising Headline
When you write a headline for your ad, make sure it’s so clear that someone who has never heard of you or your product will understand it. Follow this rule and your ads will perform better every time.
One of the most common mistakes made by advertisers is coming up with some clever headline that leaves the reader clueless as to what is being advertised. With business owners and copywriters alike, there is this nagging need, born of some unwritten expectation, to create something clever and glib when writing a headline. Sometimes it works, but unless you’re an experienced copywriter who understands the difference between clever and clear communication, just state your message. Sure, it might be boring. But at least the readers will know what you’re about and you’ll have a chance to engage them if your product solves a problem they have.
Most business owners are uniquely unqualified to write their own copy. This is because they know themselves too well. Information that is of interest to their prospective customers is so much a part of their lives that they assume everyone already knows it. So, a headline that makes some obscure reference to their product or service makes perfect sense to them. I’ve seen this time and time again. And, when the ad doesn’t work, it’s always blamed on the medium.
While writing this blog, I randomly picked up a couple industry magazines and looked at some headlines. Here are some that I found.
“We do the Impossible. Immediately.”
I had to read half way into the body copy before I learned that it was for a company that makes molds.
“Experience and Knowledge”
Even after reading the body copy I’m not sure what they do. At the very bottom it reads: Atlas Copco Rock Drills AB. So, maybe they make rock drills. I’m not sure.
“We love commercial breaks.”
Never did figure out what this company does.
On the other hand, here are some headlines that were perfectly clear.
“Abrasion-Resistant Pipe Systems for reduced downtime and lifecycle savings.”
PLain, but crystal clear.
“Cost Efficient Solutions for Air Filtration.”
Not hard to figure this one out.
“Simple, Economical Torque Wrench Testing.”
Straight to the point and quickly understood.
Lack of clarity costs companies untold dollars every year. If you must write your own headline, give it this test before you publish it. Cover your logo and body copy, leaving just the illustration and headline. Then put it in front of three or four people outside your company and ask if they know what the message is. If they stumble around with guesses, go back to the drawing board and start over.