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Home::Copywriting
Headlines Secrets That DOUBLE Your Response
Author : Chris Marlow
If you want to "ramp up response" from your ad, consider
revising the headline. Many business owners don't realize how
critical the headline is to an ad's success.
Over the years, marketers have tested what works and what
doesn't in print ads and direct mail. And tests have proven many
times that the headline is responsible for at least 50% and as
much as 75% of an ad's success.
So what guidelines can you use in creating your next ad? Here
are some powerful ways to create an ad that gets noticed:
1. Appeal to self-interest. Providing a benefit is the most
powerful technique you can use in a headline. That was the
conclusion of early marketing pioneer Claude Hopkins, who would
test nearly 2,000 headlines for just one product during his time
at Foote, Core & Belding's forerunner, Lord & Thomas.
Benefit-oriented headlines also tend to "select" the audience --
that is, by its very nature, an IT manager would be attracted to
a headline that promised, "Job tickets never stack up with new
SuperHelpDesk."
2. Appeal to news. People are always interested in "the news"
and "what's new." In business, "new" could mean a competitive
advantage or perhaps something that can solve a problem.
According to research, the "news" headline is second only to the
"self-interest" headline in pulling power. Headlines that are
news-oriented often use the words, "new," "now," "finally," and
the ever popular, "announcing." However, there are other ways of
implying "new," as illustrated by this fictitious headline:
"Hungry Market Snaps Up Latest Jaguar Model."
3. An appeal to curiosity. Humans are innately curious, so
headlines that appeal to curiosity can be very strong. However,
they're not usually as strong as headlines that contain a
benefit or that imply news. The best way to use curiosity is to
combine it with an appeal to self-interest, or newsworthiness.
Compare, for instance, the headline that provokes curiosity,
"Here's one question you should never ask your CEO, " with one
that stimulates curiosity and offers a benefit: "Here's one
question you should never ask your CEO before you get your
raise." See the difference?
While self-interest, news, and curiosity "lead the pack" for
powerful headlines, there are other strong approaches, such as:
* Question-based headlines. These are more powerful than
statement-based headlines, but be sure not to ask a question
that could elicit a "no" response.
* "Problem-based" headlines. These are more powerful than
"solution-based" headlines. Why? Because "problem-based"
headlines tap into the reader's pain. For instance, note the
difference between "Having ROI Troubles?" (problem-based), and
"Get a Better Bottom Line" (solution-based).
* If your product or service makes something "faster," or
"easier, " or both, try to convey these powerful benefits in the
headline. Tests prove that readers respond well to "fast and
easy."
And what about headline length?
There's always those who say a shorter headline is better. And
it may look better on the page. But that doesn't make it pull
better. Tests continually prove that a good headline can be
short, or long, or even very long...20 or 26 words. The best
headline is the headline that attracts readers' attention, and
pulls them into the copy.
According to the direct marketing industry bible, Scientific
Advertising, it's not uncommon for a change in headlines to
multiply returns from five to ten times over. That's 500% to
1000%!
So why does the headline for this article say a good headline
can double response?
Because there's another time-tested rule of headline writing and
that's "Make it believable." You can always modify your message
in the body copy to match the facts. But if your facts are hard
to believe, and you use them in your headline, tests prove
you're flirting with disaster.
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