By: Kate Schlentz
Submitted: 2010-08-17 18:37:01 | Word Count: 979
Have you always wonder why a few newspaper advertisements draw more new business than others? Why two like companies will run side-by-side ads with one enlarging in business whilst the other scarcely will get a hit? It is all within the ad. Starting from format to content advertisements are created to attract a consumer and grab their curiosity. A vital component of an eye catching newspaper advertisement is the headline. The headline’s purpose is always to persuade the consumer into the advertisement. The art of the newspaper advertising headline is not something to look at lightly. The headline is what attracts people in - makes them want to examine further. If the headline doesn’t spark an interest or a curiosity, otherwise a gut response like “Hey, I need that!” then your advertisement may be lost in the chasm of newspaper clutter. A good headline will get an advertisement noticed and cause a response. At this time we are going to talk about how to make an ad stand out by its headline and explore why many advertisements make consumers eyes pause to read, and why others don’t even get a second glance.
The point of a headline is to appeal to the reader. Why would they need to read your ad, as well as purchase it? A great headline will constantly attract the readers self-interest. Why is this going to be essential to them? Instead of “Bank with Chase” use “Chase Protects Your Savings.” It is immediately more important plus much more interesting to the individual because they understand their funds will be safe with Chase.
[ advertisement ]
For a stronger headline you should pair self-interest with curiosity, information or a quick outcome. Now you are not only letting them know why it is important to them, but also interesting them into your advertisement, making them need to read further. The strongest pairing of the three is curiosity. Pull the individual through the headline into the advertisement itself. Instead of “Chase Protects Your Investments” use “Mary Would Have Lost Her Life Savings if it Wasn’t For Chase.” What does Chase accomplish for Mary? Am I at risk of losing my life investments? What will Chase accomplish for me? Self-interest exists in the form of “life-savings” and curiosity is applied in Mary’s nearly lost savings. Through coupling these two fundamentals the reader is intrigued and curious about the advertisement.
Additionally , there are words and affects to stay away from in creating a great headline. Avoid negativity. You don’t want to turn the reader away before they get an opportunity to read your ad. Steer clear of headlines that contain “No,” “Never,” “Don’t” when they are paired with an gloomy outlook. Keep things positive. Instead of “Don’t Trust Your Money to Just Anyone” use “Your Money is in Good Hands With Chase.” Compose a cheery outlook on your product or service. At all times let the consumer consider you in a optimistic light.
An additional tip to remember when writing a good headline is to keep in mind your product. What are you trying to promote? an unclear, witty headline could appear catchy, but in the world of newspaper marketing you need to get your product pop at first look . Rather than “If Money Grew on Trees, You Wouldn’t Need Us” use “You Can Say ‘Welcome Home’ With a Chase Home Loan.” In the first headline there is no reference to who the seller is or what the product is. The second headline informs the individual it is a bank (Chase) and that they've got a product (home loan) that would help you get a house. Along with remembering your product you do not want to be unclear. If you happen to be selling desks don’t say office furnishings. If you are promoting windows do not say home remodel. You want the individual to recognize what you will be selling and that it can help them.
Lastly, what would make YOU need to acquire the product? Take a step back from your headline and look at it from a buyer’s perspective. Would your headline seize your attention? Would it cause you to stop in the midst of reading and think “Hey, I want that!” Compose a number of versions of your headline. The more you have the more likely you are to strike gold. Furthermore, present your headline to a couple acquaintances. See if it peaks their attention or if they can tell you what you might be selling. There isn't any better critic then a friend. In case you do not have someone to show your headline to then place it away for a few days and go back to it. Check if you still understand it and if it still grabs your curiosity.
A headline can make or break your advertisement so do not take it for granted. Ensure it appeals to self-interest most of all and try and put in something that might make the individual desire to read on. And have fun! It is an inventive process and it ought to be an exciting one!
Author Resource:-
US Newspapers is a newspaper advertising agency representing more than 6,000 community newspapers in the United States. Since their inception in 1998, US Newspapers has offered clients extremely valuable classified advertising & display advertising products at highly discounted prices. Their Community Target Program™ makes mass print advertising simple, at a price that makes sense.
