Headlines are the most important part of a print ad. Did you know that according
to David Oglivy, a famous ad man, has said the four out of five people will only
read the headlines and ignore the rest?
And if someone does choose to read the rest of the ad, they make that decision
based on the headline. How would you like to be in charge of that department? A
lot of stress would be put on you.
But before you start thinking this is a hopeless situation that you have
encountered over your headline-writing skills, take heart. There are several
“headline types” that have proven to sell products and services over and over
again. Below are four of the most potent and the easiest to put into action.
1. How to get yourself noticed.
 Everyone loves a how to headline. How To Be A Millionaire in 30 Days Or Your
Money Back. How to be Thin in 30 Days. How to Be A Better Salesman Tomorrow.
Why do these headlines work so well? Because they promise a solution to your
customers’ problems. Why else do so many nonfiction books have how to in the
title? If the how to is addressing a need, you almost feel bound to pick the
book up and look at it. Or, in the case of Advertising materials or articles, this
same natural interest can attract you to keep reading to determine the answer.
Keep in mind the better the benefit, the more likely you’ll catch your
customers’ attention. (The benefits in the above headlines are being a
millionaire, losing weight in a month and to sell more. All of these can be
powerful benefits.)
2. Are you getting the most out of your advertising?
 These headlines ask a question (obviously). If you want this headline type to
work, it better ask a question that your customers want an answer to. Are you
spending too much on your mortgage? Does your home have termites? Will your
family know what to do if you died?
Whatever you do, don’t ask a question that only your business cares about.
Something like: Do you know what our company has been up to lately? Again, focus
on the benefit for the customer.
3. Top ten reasons to print with us.
 Okay, it doesn’t have to be ten reasons or even the top reasons.
But just as everyone loves “how to” headlines, they also love top ten reasons.
Four headlines that work. Five ways to fix a broken toilet. Seven warning signs
that your house may be making you sick.
Again, the customers see the benefits immediately. Plus, they know exactly what
they’re getting -- so many reasons for something.
4. “We love the Advertising work you did for us!” - Jack
 Testimonials use your customers’ words to sell your products or services. This
works because people see proof up front that your product or service does what
it’s supposed to do. If used correctly (meaning people believe it really is a
testimonial from a real customer and not something fabricated) then this can be
a very effective strategy.
If you choose this headline, put it in quotes so it’s obvious it’s a
testimonial. And use the customers’ words as much as you can to make it sound
authentic. Whenever possible, get permission from your customer to use his/her
name. You may even want to consider adding a photo as well.
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