What is a Headline in Advertising?
Headlines are a short phrase that summarizes important aspects of a product or service and are often the first thing people see in an advertisement.
They are designed to catch the attention of potential customers and generate interest, which heightens your chances of converting potential leads into real customers.
A tagline differs from a headline, as it is a short phrase that usually accompanies a logo or image on an online advertisement or website. A tagline is like a slogan that sums up the philosophy of a company, such as Nike's "Just do it" or Apple's "Think different."
Types of Advertising Headlines
- Direct Headlines - Clearly state what is being offered and the goal of the advertisement. It usually involves facts in the article to summarize the overall idea. These headlines make their point quickly.
- Indirect Headlines - This headline captures the reader's interest by appealing to their curiosity. The advantage of this is that it will encourage them to read your ads and learn more about them, which will also make them inclined to visit your website.
- Command Headlines - Tells the audience a specific action or gives a command. This type of headline usually uses a strong verb, for example, “Start your Diet with Tea” or “Stop Wasting Money on Diet Pills.”
- "How-to" Headlines - These are some of the most used headlines because they give the reader or the customer a response or a solution. - With this kind of headline, your target audience will read your advertising or articles because they will either learn something new or have their questions resolved. Examples include “How to Dye Your Hair” or “How to Wash Remove Stains.”
- "Best" Headlines - These headlines can attract customers looking for the best products or services. Examples include “Best Dishwasher Soap” or “Best Shampoo for Dogs.”
- Testimonials - A third-party statement that comments on how good someone or something is. This type of headline is effective because it gives your potential customers an overview of what your previous customers are feeling or experiencing with your product or services.
How To Write Catchy Headlines for Advertisements
You have only a second or two to capture your reader's attention. Your content could be the most revolutionary, engaging thing ever to hit the web, but no one will ever know without a catchy headline.
Here are a few easy tips on how to craft a headline that will make readers stop, click, and read what you have to say.
1. Get Creative
Create headlines that are unique and enticing to draw readers to your advertisement. Use words that will make the reader's mind picture or feel anything in your writing.
2. Keep it Short
Your headline should be brief but informative. Long headlines can be challenging to read and scan fast, diverting readers away from your advertisement or turning them off completely.
3. Be Conversational
Don’t try to use the biggest (or the most) words in your title. Write it as if you’re talking to a friend or co-worker. For example, “Architecting Employee Engagement Programs for Increased Revenue” doesn’t have the same “read me” feel as “3 Ways to Retain Happy Employees for a Better Bottom Line."
4. Use Emotion
Write headlines that convey the emotions you want your readers to feel when they consume your content. Instead of using “Create Great Reports,” try “Make Your Team Successful with the Right Reports.” Be thoughtful about adjectives and expressive concepts.
5. Be Clear & Direct
Avoid ambiguity at all costs. Instead of saying “Customer Service Improvements to Consider Today,” try something like “5 Ways to Use Agent Gamification as a Competitive Customer Service Weapon.” Leave no room for speculation about your topic. By being upfront, you’ll draw in the exact readers you wanted to target in the first place.
Examples of Catchy Headlines
Here are some examples of great headlines:
- 12 Simple Rules For Living A Better Life
- How To Make The Morning More Interesting
- 21 Irresistible Habits Of Highly Successful People
- 5 Weird But True Facts About the Conservative Mind
- How to Make the Perfect Coffee Drink for Every Occasion
- The Health Benefits of Drinking Green Tea Daily
Tips for Writing Catchy Titles for Blog Posts
When it comes to writing catchy titles for blog posts, simplicity is always key. If your headline captures the reader's attention and motivates them to read on, you're doing a great job.
Here are three tips that can help you write better headlines for blog posts:
1. Use verbs - Headlines that use active verbs (such as "Introducing" or "How To") tend to be more interesting and capture the reader's attention quickly.
2. Be descriptive - Try using adjectives and adverbs to paint a vivid picture of what the post will teach or explain while keeping it succinct.
3. Stay consistent - Make sure all of your blog post titles follow this simple formula: Title + What You'll Learn + Why It Matters. This will help readers predict what they'll learn from each post, leading to increased engagement and conversion rates.
Is Clickbait Effective?
Generally speaking, clickbait content is designed to exploit people's emotions in order to drive them to click on links or consume other content. This type of content typically employs provocative and attention-grabbing headlines that rarely provide substantive information about the article.
Some might argue that clickbait can be effective if it produces high engagement rates, but over time, it can also alienate readers who become fatigued by incessant advertising tricks.
So, should businesses use clickbait? That's ultimately up to each business owner/manager to decide based on their unique circumstances and target audience.
Getting Started With Writing Catchy Headlines
Writing headlines is not easy. It requires a lot of effort, observation, and thought. But if you follow the above-mentioned tips, your ads will surely stand out from the crowd!
Try these tips the next time you craft a headline for your digital marketing content, pillar page, or content cluster articles. With a little practice and some thoughtful iteration, you’ll raise your content above the internet noise and make your message heard.
If you have any questions about writing effective advertising headlines, reach out to our content marketing experts.
