Tips for Advertisement Headline Writing

So what are some tips for advertisement headline writing? The average reader spends just one and a half seconds looking at an ad. That is how long you have to stimulate their interest and make them read further; you won't do it by putting your name and address in the most prominent position! A punchy eye-catching headline is essential, and many copywriters spend more time on getting that right than they do on the rest of the copy.

If you feel you can't write your own headline and body copy, there are freelance copywriters.

The headline will usually proclaim your product's main benefits, but you need to give a lot of thought to how you express it. When you have considered it for some time, try writing a headline. Put it aside, perhaps overnight, and then look at it again. How does it sound now? Can it be improved with a bit of polishing? Will one or two word changes make it read better? Or does the whole idea look wrong? Make any changes you think are necessary, then leave it again and look at it a third time.

If despite all your efforts, the right headline doesn't come, forget about it. Write the rest of the ad and come back to it. As you write the body copy you could find that a sentence or phrase stands out which would make a good headline.

Before we examine the different kinds of headline, and a few other devices, here are a few general tips on headline writing.

• Be specific. If you are offering a fifty per cent reduction on all stock, say 50% Off All Stock, not Amazing Offer.

• If your product is aimed at a particular group of people, put a word in the headline to identify them: Calling All Cat-Lovers!

• Don't be afraid to use prices or figures in your headline, but only do so if they will contribute to the main aim of attracting attention. A Weekend in Paris for Only $159.

• You can combine two benefits in one headline, but only if they go together and can be expressed concisely.

• Keep it simple. Avoid scientific terms in a headline - unless of course it is aimed at scientists.

• Avoid puns or other trick headlines. If the audience doesn't have your sense of humour, puns can be counter-productive. The big agencies sometimes use them, but they have the budgets to give them constant exposure - even then they sometimes backfire.

• Avoid unnecessary adjectives, like amazing or exciting. They lengthen the headline, making it less punchy, and few people believe them. If something really is exciting, say so in the copy, and better still say why, and sell the benefit.

• Avoid long words, and be colloquial without being slangy.

• Headlines should complement the illustrations, not repeat in words what they say visually.

Overall examining successful headlines that grab your attention first are basically a free course in learning how to better achieve getting the perfect headline yourself or for your business.