This is a question I was asked by a client today. He wanted me to write an ezine ad for him and the ad, unlike his website copy, began with a headline like, “$50 off Revolutionary Widget.” He replied with, “I always thought you put the major benefit in the headline.”
No… not always.
As I explained to my client (and as I go over in detail in my Step by Step Copywriting Course) different types of ads and different ad strategies call for different headlines. For web copy, like what this client has on his home page, yes… having the biggest benefit in the headline is the way to go. But a special, limited-time offer trumps a benefit almost all the time because it’s… well… special 🙂
> > Benefit-oriented headline for website: Patented Widget Lets You Sleep for Hours Without Back Pain
> > Special offer headline for ezine ad: Order Revolutionary Widget by Midnight & Save $50
In fact, the two can be combined. You will often see websites use other strategies together. Either a starburst or another type image will be placed at the top of the web page that announces the limited-time offer. Pop-ups or pop-unders will also be used for this type of promotion.
There are many to choose from depending on your strategy, your target customer and medium like:
- Ask a question
- Use a statistic
- State a fact
- Pique curiosity
- and more
Don’t limit yourself to just one type of headline for all your copy. As the most-read portion of your ad, you should choose your headline carefully. Test and track to see which ones work best for your different applications.
Karon Thackston has been writing results-driven copy for over 20 years. Visit her site at https://www.marketingwords.com today for details. To subscribe to Karon’s copywriting blog, visit https://blog.marketingwords.com today.
The headline of an advertisement or article always catches the reader’s attention. Depending upon the credibility, timing and validity of the subject-matter, the headlines may be given in different shapes. As one pictures is worth a thousand words, sometimes picture of advertisement speaks itself. Sometimes, one-word headline is also used provided it is talking about any major development.
The headline of advertisement is actually the policy statement of company. It works as its mouthpiece, indeed.
I agree with you up until the point where you say “The headline of advertisement is actually the policy statement of company.” I don’t believe that is so. Ads and other marketing pieces take all types of positions, not necessarily policy positions of the company.