Maintain your old Siemens Hipath system

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.

The latter precept, that a headline should actually try to sell something, is not as universally known as it might be. The vast proportion of headlines actually say nothing whatsoever about the product and the benefits of owning it. And the reason for this is that good, selling headlines are not easy to write. So the majority of so-called copywriters take the easy route and produce something which they think is humorous or eye-catching and hope that this will do the job. That it won't and doesn't can be witnessed day in and day out in press ads, brochures and websites worldwide.

But I digress.

There is sadly no absolute test that a headline will do the job it is paid to do. If there were, we benighted copywriters would be earning ten times what we are earning now, on the grounds that our work would be foolproof. Every headline we conceived would be irresistible; and products would move off shelves like Spring snow off a dyke.

But there is a test ? a very good and worthwhile test ? that you can apply to any headline you create. I call it the 'So What?' test.

Allow me to give you an example of 'So What?' in action. If you produce a headline that says: Our Widget works twice as fast as any other Widget, and then ask yourself 'So What?', it immediately becomes clear that the line is bereft of a sales proposition. Because there is no obvious benefit to the potential customer.

On the other hand, if you write: Our Widget works twice as fast, so you do the job in half the time, then the 'So What?' has been answered. Your customer can cut his production time by 50%.

Likewise, were you to write: Our Widget is so small, it fits into the palm of your hand, you simply invoke 'So What?'. Which results in: Our Widget fits into the palm of your hand, so it goes wherever you go. In this case, the benefit is portability. You can use it anywhere.

Over the years, I have found the 'So What?' test to be invaluable. You might care to give it a try yourself.

And on the subject of headlines consider this.

When trying to write a headline many people tend to go off half-cocked. They consider the marketing brief, then bash down a headline or two to satisfy it. After that, they write the body copy.

Experience shows, however, that if you write the body copy first, the odds are that there will be the makings of a headline within it struggling to get out.

Body copy is, or should be, a carefully worked and logical encapsulation of the marketing brief. In other words, the whys, the wherefores and the benefits of owning the product or service. It makes sense, then, that if it is properly written, there is a very real chance of finding an embryo headline lurking within it.

Why not give it a whirl? You may be agreeably surprised.

About The Author

Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh.

He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com

j.p@markethillpublishing.co.uk

In The News:

Change is coming: Greta Thunberg's warning to world leaders
Mon, 23 Sep 2019 15:40:00 +0100
Teenage climate activist Greta Thunberg has told world leaders: "You have stolen my dreams and my childhood with your empty words."

Johnson refuses to rule out military action against Iran
Mon, 23 Sep 2019 05:17:00 +0100
Britain has formally identified Iran as being behind drone and missile strikes on Saudi Arabian oil fields, raising the chance of the UK joining military efforts in the Middle East.

Trump 'may be impeached' if he pressured Ukrainian president
Sun, 22 Sep 2019 16:49:00 +0100
If Donald Trump pressured his Ukrainian counterpart to investigate former US vice president Joe Biden then impeachment would be the only option, the US House Intelligence Committee chairman has warned.

UK-flagged tanker seized by Iran is 'free to leave'
Mon, 23 Sep 2019 12:01:00 +0100
The British-flagged tanker Stena Impero detained by Iran more than two months ago, is "free to leave".

Sports fan asks for beer money and ends up raising $1m for hospital
Mon, 23 Sep 2019 15:42:00 +0100
When American football fan Carson King cheekily held up a sign on TV asking for people to send him money to buy beer, he didn't expect to receive a cent.



tikatoshop.it

Erfahrungen mit Pallhuber Wein
Agen Bola SBOBET Terpercaya

Travel in comfort and at your leisure with CT Airlink Limousine & Car Service for top quality private transportation and exceptional customer service. We operate Sedans, SUVs & Vans for CT Car Services to covering all Connecticut airports including Car Service from CT to Newark Airport , Mohegan Casino Uncasville CT, Foxwoods Casino Mashantucket CT, Manhattan Cruise Terminal NYC, Brooklyn Cruise Terminal NYC and Bayonne Cruise Terminal NJ. CT Airlink hire licensed and friendly chauffeurs who have in-depth knowledge of the Areas.

Media Savvy - Treat Them As You Would Your Best Customer

The ability to lead, persuade and influence are integral skills... Read More

Cinema Advertising is Big Business, So Mergers are a Natural

Cinema advertising has always been an effective marketing tool for... Read More

Mortgage Marketing - Broadcast Advertising vs Direct Advertising

Do you know how to design and deploy a marketing... Read More

Advertise Where Its Forbidden To

The most common way to drive people to your business... Read More

Three Keys to Crafting Successful Print Ads

Want to create print ads that get results? Below are... Read More

Tips for Using Paid Advertising

Quite a few business out there can't survive without some... Read More

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

Using The Popularity of Celebrities and Currrent Events to Promote Your Business

In this article, we want to explore the idea of... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits!

John Wanamaker, a 19th century entrepreneur, once famously made the... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

Radio Advertising - Is it for Your Business? - More Small Business Power Tools

If you're a typical small business, you've probably been approached... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Online Classifieds

Choosing a Classified Website and creating your advertisements.The internet has... Read More

Double the Effectiveness of Your Company Brochure

Let's face it - most brochures go straight into the... Read More

The Skinny on Billboards

Several years back the billboard people put a big picture... Read More

Promote yourself on radio for free

Unless you have become extremely popular in your personal or... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

How to Create Ads that Sell with Little Effort

One of the main problems people find with marketing, is... Read More

Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process

This article will show you how to cut your printing... Read More

God Bless The Refrigerator Magnet!

Ah, my very favorite promotional product of all, the refrigerator... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a... Read More

50 Surefire Business Card Tips

Business cards are one of the most powerful and inexpensive... Read More