While headlines may seem like only a small part when writing copy for an advertisement, the headline makes a big impact on if the viewer will go on to read the rest of the text. There are multiple different ways you can go about writing a headline and some ways will be more effective than others depending on your product or service and your audience. I have highlighted what I find to be the most effective methods when writing a headline.
1. Use direct headlines when writing about straightforward offers and high-interest products.
(Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)
This advertisement for loft tours in downtown Sioux Falls is very direct with its headline. “Loft Tours” is the headline, and right away you know that this is for people who are seeking to move. Having a place to live is essential for everyone, so there is no need to offer deals or display the prices because people will need to find a place to live no matter what.
2. Make headlines and visuals work together.
(Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)
The headline “MUM FEST” directly relates to the chrysanthemum flower image in the ad, showing you what the ad is about even if you only read the headline. The background also shows lots of chrysanthemums and has a heavy orange color over it. It is good to show the flowers in this ad because some people may be confused by the word “mum” in the headline. Mum can also be another word for mom, so it was a good idea to show the meaning of the word visually.
3. Draw the reader into your body copy.
(Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)
The headline, “Manage your social media workflow with Canva,” offers you a solution to managing workflow and prompts you to read the other text of the ad to see what they mean by this. I was personally interested in what they meant with this headline, which prompted me to read the other text, “Design, plan, and schedule your social posts, all in one place. Simplify your workflow with Canvas Teams. Try it free.”
4. Appeal to your audience’s self-interest.
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This headline, “Open doors to your wealth’s full potential,” or even just, “Wealth’s full potential,” appeals to the audience’s self-interest by promising the reader a way to reach their full financial potential. This is appealing to many people, as most people are trying to find more ways to make more money to get the things they want, be financially secure, and invest for the future.
5. Speak directly to your audience.
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The headline, “Get back into dance with a supportive community,” is speaking directly to an audience of people who are interested in trying dance classes for the first time or for those who used to be in dance classes when they were younger but stopped going. This headline makes it so that the people who are not interested will not read any more than the headline and will move on from the ad, while the target audience that this ad is meant for will stay and read the rest of the add to find out more details.
6. Deliver a meaningful message.
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The headline, “The anti-stuck-in-bed program,” sums up what this app is about and who it is made for. You will remember this app for what the headline offers. If the headline speaks to you, you may want to try this app and see if it really lives up to what the headline promises. Even if you do not check out the app right away, you may one day discover that this is something you want help with, and “The anti-stuck-in-bed program” headline might stick with you. In that case, you could look up the headline, and it should take you right to this app.
7. Get your audience’s attention.
(Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)
This headline, “What will baby actually need?” gets the audience’s attention by asking them a question that they may have trouble answering. If you are expecting a baby, you may be considering this question already. Especially if you are a first-time parent, you may not know what your baby will need, and require help and assurance to make sure you are fully prepared. There are also things that people say you will need but end up being a waste of money, so for parents who want to save money, this is an even more important parent.
8. Use appropriate appeals.
(Photo screenshotted from my Instagram. I do not own this material and am using it for informational purposes only.)
This headline, “Treat yourself,” uses proper appeals by showing the product in a very pleasing way. You could go with an image of someone eating the ice cream or something completely unrelated, but by showing the ice cream shakes in extreme detail in a very appealing manner, you are playing on people’s appeal for sweets or sugar by making the product look as appetizing as possible. The headline encourages the viewer to give into their sweet tooth and get someone very sugary and calorie dense as a treat for yourself.
Other methods of making a headline more effective include:
- Inject news into your headline.
- Offer to teach the reader something useful.
- Use the “reason why” approach.
- Tell customers what you want them to do.
- Express your sales proposition in a fresh and compelling way.
- Use a provocative question.
- Avoid being clever for the sake of being clever.
- Put the headline in quotation marks.