The Three Cs of Writing an Excellent all Purpose Headline

Since the headline is the first contact your readers have with your message, it must reach out to them. Promise them a benefit. Tell them how they will be better off if they read the rest of the ad. Use action verbs. Save ten dollars is a stronger heading than Savings of ten dollars because of the verb.

Headlines can be classified into the following five basic types; effective headlines frequently combine two or more of these kinds.

News Headlines

This form tells the reader something he or she did not know before. Using the word news does not make it a news headline. "Now - a copy machine that copies in color" is an example of this type headline.

Advice and Promise Headline

Here you are promising something if the reader follows the advice in your ad. "Switch to Amoco premium, no-lead gasoline, and your car will stop pinging."

Selective Headline

This headline limits the audience to a specific group. For example: "To all gray-haired men over forty." Caution! Be absolutely sure you do not eliminate potential customers with this type of headline.

Curiosity Headline

The intent here is to arouse the reader's interest enough to make him or her read the ad. The danger is that this headline often appears "cute" or "clever" and fails in its mission. An example: "Do you have trouble going to sleep at night?"

Command or Demand Headline

Watch out for this one as most people resist pushiness, especially in advertising. "Do it now!" or "Buy this today!" This headline generally can be improved by changing to less obtrusive wording such as: "Call for your key to success!"

One common misconception about headlines is that they must be short and easy to understand. This is not always true. Here is a headline that was used extensively in print ads by Ogilvy and Mather for one of their clients: At 60 miles an hour, the loudest noise in this Rolls-Royce comes from the electric clock.

Illustrations

There are three primary reasons for using illustrations in an advertisement.

  • To attract attention to the ad.

  • To illustrate the item being featured.

  • To create a mood in the mind of the reader.

Everyone has heard, A picture is worth a thousand words; in advertising, the illustration frequently helps the reader visualize the benefits promised. You can almost feel the warmth of the tropical sun when you see the photos in January travel ads. Cost and practicality may dictate whether your ad uses photographs, artists' drawings or merely canned artwork. Any of these can make the ad more appealing to the reader's eye.

Copy

If you follow the three principles of good copy, your ads will be effective:

  • Good copy should be clear.

  • Good copy should be crisp.

  • Good copy should be concise.

Clear, crisp and concise . . . the three Cs of copy writing suggest that the words in your advertising message merely do a good job of communicating. Do not use big words when small words can make your meaning clear. Use colorful, descriptive terms. Use the number of words necessary to make your meaning clear and no more-but also no less! Selecting the right words is critical to the success of the ads. Recent research conducted at Yale University found that the following 12 words are the most personal and persuasive words in our language.

You Discovery Safety

Money Proven Results

Love Guarantee Save

New Easy Health

Notice the overused word free is not on the list.

REMEMBER THAT WHEN YOUR MESSAGE IS PRINTED IN ALL CAPITAL LETTERS INSTEAD OF UPPER- AND LOWERCASE LETTERS, IT IS FAR MORE DIFFICULT FOR THE READER TO FOLLOW AND REMAIN INTERESTED. EVEN IN HEADLINES ALL CAPITAL LETTERS SHOULD BE AVOIDED.

About The Author

Steven Boaze (Chairman) is The Owner of The Corporate Headquarters boaze.com Which houses and controls 5 websites including Web Development services. Steven is also the author of "Hidden Secrets To Business Marketing" and "12 Step Remedy To A Successful Ezine" along with numerous articles on Marketing and Advertising published by Boaze Publishing. boaze.com

Copyright ? 1998-2003 boaze.com

boaze.com

Ashley limo service .. Lockport Chicago limo O’Hare
In The News:

The FBI is warning timeshare owners of a telemarketing scam tied to a Mexican drug cartel. Tech expert Kurt “CyberGuy" Knutsson provides steps to stay safe.
Protecting your home network includes securing your router, just like your phone or laptop. Kurt “CyberGuy" Knutsson reveals six ways to protect your Wi-Fi router from hackers.
Kurt “CyberGuy" Knutsson: ConnectOnCall breach leaks sensitive data of 910,000+ patients.
Rising elder scams: How to recognize them and protect yourself and your loved ones. Tech expert Kurt “CyberGuy" Knutsson helps you outsmart the scammers.
There are common habits and oversights that could leave your financial information vulnerable to cybercriminals, according to Kurt the CyberGuy.
Counting calories just got easier with The Drop, the world's first automated nutrition tracker using advanced computer vision and artificial intelligence.
A virtual private network can help ensure your information remains security and your privacy remains intact. Kurt the CyberGuy explains.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Artificial intelligence-based cameras are giving air defense operators unprecedented capabilities in monitoring and protecting airspace.
Apple's iOS 18.1 Inactivity Reboot automatically reboots your iPhone if it hasn't been used or unlocked for more than three days, providing better data protection.
An inventor designed rooftop solar panels for a Tesla that draws solar energy while the car is parked, adding travel mileage without plugging in.
There are currently no laws governing what artificial intelligence can and cannot do with the information it gathers; here are 10 things to avoid telling AI chatbots to keep yourself safe.
A credit union with over 240,000 members recently revealed it was targeted by cybercriminals, resulting in a data breach that was part of a two-month attack by hackers.
Scammers have become skilled at creating convincing fake websites that can easily fool unsuspecting users. The CyberGuy offers tips to protect yourself.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
CAPTCHAs, which are used by websites to confirm whether users are people or bots, are harmless, but hackers are using them to infect PCs with malware.
Hackers recently leaked personal information of about 500,000 Americans and stole patient medical records that included lab results and insurance details.
The holiday season sees a rise in mobile shopping scams. Tech expert Kurt “CyberGuy" Knutsson helps you learn how to stay safe.
Tech expert Kurt “CyberGuy" Knutsson says a VPN enhances online banking security by encrypting data and protecting privacy.
Beware of these six sneaky holiday scams. Tech expert Kurt “CyberGuy" Knutsson gives you tips to avoid falling victim.
Tech expert Kurt “CyberGuy" Knutsson reveals how to securely back up and factory reset your Android to protect your privacy and data.
Artificial intelligence is making life easier for cybercriminals, allowing them to create elaborate scams to trick people. Kurt the Cyberguy explains how to protect yourself.
Cut through all the digital clutter and delete multiple emails from your Android simultaneously. Kurt the CyberGuy explains how it's done.
Tips to prevent your holiday decorations from being stolen
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Five Keys To A Successful Query Letter

Do you know what a query letter is? If so,... Read More

Writers Block - Melting the Ice

What does one do as a writer who loves writing... Read More

Write Your Life

Take out a white piece of paper and place it... Read More

6 Ways to Leverage Technical Articles

Technology vendors often contribute bylined articles to trade journals. The... Read More

Kick-Start your Juices

Listen, consider this scenario.You have a deadline to honour. Time... Read More

Do You Know What A Plot Is?

Creative Writing Tips ?What a plot is and what a... Read More

Building a Character Wall

For any great novelist, defining your cast of intriguing characters... Read More

Turning Your Journal Into An Idea Bank

A few magazines refer to their written idea sources in... Read More

Masquerading As Novel ~ Can Author?s Work Convey Important Perceptions?

While novels do not usually attempt to convey concepts about... Read More

Cheap Therapy

I call it cheap therapy. That gushing, near-religious, poured-from-the-body stress... Read More

Whats in a Name? Giving Birth to your Characters

So you've got your plot outlined, a title lined up... Read More

Written Communications ? 6 Tips on Language & Tone

In most aspects of business, we will be expected to... Read More

Do You Plot With Your Character In Mind?

Creative Writing Tips ?You are plotting the story. You write... Read More

Groundbreaking Work

Every writer knows that the urge to write is not... Read More

Have You Settled On First Choice When Choosing A Title?

Short Story Writing Tips -We've established what a title should... Read More

How to Write Words Worth a Thousand Pictures

Our Image-Driven SocietyWe live in a new image-driven society. It... Read More

Six Tips for Creating More Lifelike Story Characters

Working on my first humorous novel, I started with a... Read More

What Is The Single Worst Mistake Most People Make When Writing Classified Ads?

All sales begin with some form of advertising whether it's... Read More

Use Real-Life Templates For Writing Success

At some point along the way, most of us have... Read More

Learn How To Write Poetry!

A poet isn't born; you must work at crafting your... Read More

Memories Dont Fade Like Hair Does: Memoir Writing Help for You, Our Elders, to Tell Your Story

~~~Old age, to the unlearned, is winter; to the learned,... Read More

Writing Requires Self-Control

The only way to become a writer is to write.... Read More

Where to Look for Your Next Project when You?re Writing for Profit

When my first book "Starting Your Own Business" was published... Read More

Know your Audience Before you Write Your Book or Web Site

If you want happy customers to use your service or... Read More

Voice in Narrative and Dialogue - A Contrast of Writing Styles

One of the nice things about being an author is... Read More

car service from Midway Arena ..