|
|
| Contains
the main message(s) of the piece or hooks the reader into reading the main message(s). Studies show that 5 times as many people read or pay attention to the headline as the rest of the piece. Whether writing a newspaper or magazine article, an ad, a brochure, a press release, a product description, a newsletter, a person letter or any other marketing piece, you should put most of your thought and effort into creating the best headline possible. To assist you in creating effective headlines, the common characteristics of good headlines are summarized below. Good headlines are: |
 |
Simple -- the best headlines
are easy to read and understand. Readers should easily comprehend them without
giving them too much thought.
Alluring
-- as already mentioned, a strong hook will both grab attention and stay in
people's minds. The stronger or more alluring the hook, the better.
Obvious -- the main message of the headline should be obvious, unless of course, the headline is just as intriguing hook which leads you to the main message.
Truthful -- one of the main objectives of marketing is to build trust and develop positive and long-lasting relationships with buyers. Telling the truth will do this. Lying or exaggerating will not. What's more, even if you are truthful, making statements that give the impression you are stretching the truth will do just as much damage as a real lie.
Focused on market targets -- headline that identify their targets are the most effective. Prospective buyers reading, viewing or listening to the piece say to themselves, "This is for me." If they know it is for them, they take notice, they listen more attentively and they are more inclined to take the next step.
Headline Creation Criteria
1. Does the headline contain
the main points
2. Do these main points communicate an important benefit to the market target?
3. Is it unique and/or defensible (Can you competitors make the same claim)?
4. Is it memorable
5. Does it hook the reader to read further
6. Does it use words the target market will understand?
7. Does it follow the KISS Principle (keep it simple stupid)?
8. Does it contain the name of the company and product?
9. Does it stand alone (without requiring the target to read on)?
10. Is it believable and does it tell the truth?
Notice the clarity and attention-getting design of the headline in the following
advertisement:
