Copywriters craft engaging advertising headlines with the goal of immediately capturing the attention of their target market. Whether in print or on-line, a copywriter can use a variety of approaches to create a headline that's appropriate for the product or service being offered.
Tell Readers 'How-To'
Sell readers a solution to a problem they may have with a “how-to” headline. A “how-to” headline immediately tells readers what problem will be solved if they purchase the advertised product or service. A weight-loss advertisement’s headline could read “How to Shrink Your Waistline,” while an advertisement for a website-building tool could be titled “How to Create a Professional Website Your Customers Will Love.”
Promote Discounts and Savings
When advertising a special sale or incentive, include it in the headline to immediately grab a potential customer’s attention. Discount- and price-oriented headlines catch the eyes of bargain shoppers. A discount-oriented advertisement for a boutique having a half-off everything sale to celebrate spring may read, “Spruce Up Your Spring Wardrobe Today and Get 50% off.”
Hint at a Secret
Build mystery with an advertising headline that promises to let potential customers in on a secret--provided they keep reading to find out more information about the product or service being marketed. This type of headline not only engages customers with suspense, it also makes customers feel like they're part of a special club of people who are in the know about a product, service or promotion. Such a headline might read, “Keep Reading to Discover the Secret to Waking Up with More Energy.”
Ask a Question
Ask a question and answer it in the content that follows the headline or in the graphic image that appears in the advertisement. Headlines in question format help engage readers by getting them to come up with an answer for the question. Example headlines include, “Did You Get 8 Hours of Sleep Last Night?” or “Is Your Home Saving Your Money?”
Use a Testimonial
Satisfied customers give companies feedback on how their products and services have added value to their lives. An advertising headline that uses an excerpt from a customer’s testimonial gives potential customers real insight into the value and quality of the product or service being sold.
Create a Sense of Urgency
Whether promoting a 24-hour sale or offering a timely solution for potential clients, a time-sensitive heading creates a sense of urgency in the mind of the consumer. A heading like “You Have 24 Hours to Save 20% on Your Purchase” or “Learn How to Speak French in 90 Days” conveys a specific time frame to potential customers.