There is no denying the fact that the success of an ad lies largely in the headline. The title should attract the reader and make him read the rest of the ad. The title should be attractive enough and various important points should be included when deciding on the title for the ad.
The title should catch the eye at first glance. The words in the headline should act as a tag for the ad. That should say it all about the content that follows. If a company sells furniture at affordable prices, the title of their ad should be 'Durable furniture at a lower price'.
This title will attract the right customers who are looking for durable furniture as well as cheap furniture. If the customers you reach belong to the category who are interested in decorating their home with beautiful furniture and don't care about the price to get the right look, then the title is 'Change the look of your home with our oriental furniture' .
Anything other than leads should not be included in the headlines. If men and women can use a product, both should be mentioned in the title, missing out on any one category is like losing a large number of potential customers.
The title should be instant product seller. According to one study, five times as many readers read only the headline as compared to those who read the full ad. So the investment is pointless, if the title is not good enough to sell the product. It is possible that the ad content is not strong enough. All dangers can be undone by having a strong title.
The title should be centered on the product and not the company selling the product. The customer's interests must be reflected and he must feel that he is directly addressed.
Start with 'you' and not 'we'. So if the client mentions the company name, don't start the sentence with it. For example, instead of writing 'Tylenol – solution for severe fever', write 'Severe cold? Try Tylenol'. Don't forget to mention the product name in the headline. The product name should be a top priority.
A snapshot of the benefits of the product should be provided in the title. This is an important quality of a well-spoken headline. The customer looks for profit when he thinks of buying a product. Keywords such as whiter teeth, nutritious cereal, or miracle growth should be included in the title.
If inculcating all of these factors has become a lengthy title, remember to write product excellence in bold. If the visual is placed in the ad, it will be a good complement. Like a picture speaks a thousand words. But it should be noted that the title should say some parts of the story and the visuals should say the rest. Don't repeat the title or image.
Too much cleverness doesn't have to be applied to designing a title. There were nearly five hundred advertisements in the local paper on the weekends.
A regular reader reads the titles of all of them. He will be able to classify between the wrong headings and the real ones. No false promises or information should be included in the headline.
More than a witty headline is great for an award competition, but it doesn't really work with savvy customers.
The title should give a positive feeling to the reader. Negativity must be completely removed because it not only creates a negative impression but the mind will also not be welcoming.
Sometimes it confuses the mind and interprets the negative meaning of the message conveyed.
Confidence should be reflected in the title. Don't include questionable words like if and but. The conditional phrase is not strict. The sentence must be in the present tense, not past or future.
