A lot of people use subheads as sort of titles. For me, subheads are either the continuation of a sentence, and that’s where you get the ellipses. It says right here, “In fact… the only way you can get this tape now…”, subhead, “is to let Chris send it to you free.” Sam Fishbine, Gary Halbert: XXX, p.16 Continue reading Subheads are either the continuation of a sentence, or it’s a sentence…
In a ad for campers, use word like daypack, canopy, tent pad, etc. -Ogilvy on Avertising Continue reading When you target a niche, use specific words in the headline that will trigger their attention
Periods are also called full stops, because they stop the reader dead in his tracks. You will find no full stops at the end of headlines in newspapers. -Ogilvy on Avertising, p.96 Continue reading Don’t put a period at the end of headlines
-Promise a reader a benefit (whiter wash, more miles per gallon, freedom from pimples) -Headlines which contain news are sure-fire. Announcement of a new product, an improvement in an old product. Ads with news are recalled 22% more. -Don’t be shy using words such as “amazing, introducing, now, suddenly”. They have proved their worth. -Include your brand name in your headline. If you don’t, 80% of readers (who don’t read your body copy) will never know what product you are advertising. -If you advertise a product that is only bought by a small group of people, put a word in … Continue reading Here are the Golden rules for Headlines.
Readers look first at the illustration, then at the headline, then at the copy. So put these elements in that order – illustration at the top, headline under the illustration, copy under the headline. This follows the normal order of scanning, which is from top to bottom. *On the average, headlines below the illustration are read by 10% more people than headlines above the illustration. -Ogilvy on Avertising, p.88 Continue reading Put your headline below the illustration
One attracts a certain percentage, the other 10 times as many. -My life in advertising, p.119 Continue reading One person presents a subject in way to flatter, another in a way to humiliate
This plan has many advantages over a “free” offer. It is much more impressive, for one thing. There is a considerable difference in the psychological effect when you offer to buy an article for a woman to try, and pay the dealer his price for it,as compared with offering that article free to all. The “free” offer cheapens a product. There is a certain resistance when we ask people to afterward pay for a product which came to them first as a gift. -My life in advertising, p.85 Continue reading “We Will Buy” is a much better headline than “10-Cent Cake Free”
Ex 1. [tripe the conversions on your ecommerce store]+[in 3 days]+[or I’ll refund your money] Ex 2. [wipe away your debt]+[before your tax return is due]+[so the IRS won’t call] Or you can switch them around: [I’ll refund your money for this conference]+[if you don’t get 7 real estate leads in one week] –This Book will teach you how to write better, ch.9 Continue reading [End results customer wants]+[Specific time period]+[Address the objections]
“How to avoid getting stretch marks” -> “How to avoid gross stretch marks on your belly” “Three ways to increase email opt-ins” -> “Three ways to increase email opt-ins before your lunch break is over” “Why the Tyrannosaurus Rex has such short arms?” -> ” Why does the Tyrannosaurus Rex have hilariously short arms?” -This Book will teach you how to write better, ch.2 Continue reading We can even sex-up those headlines by adding more descriptive images in the persons head
People will do much to cure trouble, but people in general will do little to prevent it. Change your claim and stay away from prevention to bring many times the sales. -Scientific Advertising, p.62 Continue reading Prevention is not a popular subject
Roadmap to Billions 