An Ad Headline is a group of words or sentences that promote a product or service. A great headline in advertising aims to promote your business and convince to readers to continue reading the ad copy. A headline is typically in large font and used to grab the attention of the reader.
How to Headline
The two little words “how to” are among the four or five most powerful words in the English Language for use in headlines. A headline of the how-to type, promises to tell how to solve a problem with the product with the product or service advertised. Helping to solve a problem its the reader right where he or she lives in the business world. Assuming the solution, based on the product, is applicable and pertinent, this is a type of headline that comes as close as any to assuring excellent readership.
For example: “How to shoulder responsibility with elegance”.
Since the garment market is flooded by foreign companies and Indian giants, customers ought to be wooed individually in specific sectors and specific uses. In that way Park Avenue has come out with an ad campaign for its suits and blazers. It says that, by getting into its products, the person automatically gets an elegant look, thus adding to his improved personality. This is represented by the ad headline. “How to” The company has to decided to prepare an ad that is not only very honest, but also straight forward in style and presentation. A sound-selling proposition, an outstanding product line, believable copy, preceded by an intriguing how-to headline the combination is performing well. All are mutually dependent upon the others to some extent. This kind of ad packs persuasive power.
Read more : Advertising Types of Headlines
Testimonial Headline
Testimonial headlines are all from case history ads and are direct quotations from statements made by individual customers or individuals in customer companies. The best thing that the testimonial headline has going for it is that it is so believable. The reader also finds it easy to identify with the product user who is making the statement. When a really good direct quote comes from a customer we have a hard-working headline. Frequently, after a get acquainted session with the customer, and perhaps a good long lunch, he or she is relaxed enough to regard you as a friend and loosen up.
All of us can hear somebody say he or she wished that he or she had known about something sooner probably after a less than satisfactory experience with a competitive product. For example: BHEL VALVE – GIVING MORE VALUE TO CUSTOMER B.H.E.L. Trichy has given a typical testimonial ad, wherein it highlights its area of core competency like
- Excellent safety
- Periodical Maintenance
- Less turn – outs and shut – downs
- Excellent efficiency
- Customer Focus
- Promptness of service
- After sales service
The entire message to be conveyed can be inferred from the headline itself. If a statement like that from a satisfied customer is run in a testimonial ad, we have something with real credibility.
Dialogue Headline
As a rule, a fatal flaw is automatically built into the dialogue headline. These dialogue headline ads are to some extent similar to testimonial headline. Yet the former gives more emphasis on the product whereas the latter gives more emphasis on the company. For example: “Lets Make things Better”. Philips have come out with a dialogue headline ad by showing an audio system amidst a junta of Rock and Roll fella. The headline given for the ad speaks precisely of the salient features in Philips.
Comparison Headline
Comparing the product by inference with competitive ones, or with older models of the same product prior to improvement results in dramatic headlines that press a point home to readers quickly and positively. This holds true if the comparison is a valid one, but not if apples and oranges are compared. An attempt to trick the reader with a phony comparison will surely backfire and reflect adversely on the advertiser; people are pretty sharp. For example: Nobody Repeat, Nobody Offers Prices like these.,
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If there is a tough fight in the market over a particular product, various brands go in for comparative headline ad by which the client compares the extra effects and positive aspects of the product compared to its competitor. Many times leads to ad wars like fierce war between
- Pepsi and Coco-Cola
- Horlicks and Complan
- Ariel and Surf
- Rin and Regal
This line extends endlessly. For our consideration we have taken the cast of HP Computers ad. The headline compares the pricing strategy of various models and says that HP is the cheapest of all. To emphasize this point, they have used the word “nobody” twice in the headline.
Prediction Headline
A fine opportunity to get the one most important user benefit into the headline occurs when the prediction headline is used. Believably is its long suit, and it is particularly effective if a logical explanation of why the prediction is made follows immediately in the body copy. If no explanation is forthcoming, the reader suspects that the company is playing footloose and fancy free with the truth. The ad on AIDS is a prediction type of headline. For example: it says that “A weak mind is the first step towards death”. and gives a process chart for Death by AIDS i.e Weakness, Temptation, Decision, Pleasure, Fear, Worry, Test, Confirmation, Solitude, Surfing, and Death.
Predicted user benefit promised in the headline must materialize and the reader should be able to cite chapter and verse at the drop of a hat on where, when, and how it has benefited others.
Indirect Headline
The direct headline, as we have seen, invariably produces an impression about the product or service. At its most ineffective, if the business reader absorbs only the headline, the ad has been only partially successful. But the sole function of the indirect headline is to induce readers to do one thing: continue reading. The advertisers are putting all of their eggs in one basket. If their headline is punchy enough to succeed in its purpose, their ad will receive readership far above the average. However, if it fails, they will probably get next to no response and they can scratch the number of dollars invested in ad production and space cost.
Sometimes, however, an indirect headline which asks a question can still make a name or brand impression on the reader. The prospect will at least be aware that he or she saw the name of the product. This, however, is the exception.
