Write a powerful headline

March 28, 2017 Facebook Twitter LinkedIn Google+ Headline

Since the headline is the most important part of any ad, you would be wise to spend as much time as possible in brainstorming until you come up with a winner. Begin with a list of all the benefits of your product or service. Select the one that is most likely to grab your prospects.

Then write a headline that incorporates this major benefit.

If you struggle with using a benefit in your headline, consider a headline that focuses on the problem or need of your prospects. As with the benefits, simply make a list of all the problems that your product or service solves. Then pick the one most likely to grab the attention of your prospects. Once this is done, write a provocative headline that calls attention to the problem.

Since shorter is usually better with classifieds, try to write a headline with six words or less. Sometimes, when stressing a problem, you can get away with one or two words as a headline. Example: “BAD BREATH!” Or you could write something like, “YELLOW TEETH!”

In addition to using benefits and problems in your copy, you might also consider calling out to your audience. “MEN WITH BAD BACKS!” Or you may write, “EMPLOYERS WITH HIGH TURNOVERS!”

“If you can find a one-word headline that will attract the right prospects, such as ‘Accounting,’ ‘Deaf,’ or ‘Loans,’ it will probably be your best headline,” according to John Caples in his classic advertising primer Tested Advertising Methods. “The reason is because it can be set in big type without taking up much room.”

Note: Classified headlines can be more effective when they printed in bold type or they are written in all caps.