Advertising maestro David Ogilvy once said:
Five times as many people read the headline as read the body copy
Therefore it only makes sense to make sure you’re not setting your advertising budget on fire and pissing on it by running an ad with a headline that tries to be clever without actually trying to draw in the intended reader.
And it only gets worse if the intended reader has a serious problem they need answers to.
I’ve been seeing lots of ads in the local paper asking for qualified individuals to come apply for some well paying jobs.
Unfortunately these ads have headlines so bad an unemployed man wouldn’t be drawn into them. Even if he had a swarm of debt collectors knocking on his door to take his left kidney and sell it on the Thai black market as payment.
Think about this for a moment.
This ad isn’t selling a product. The intended reader doesn’t have to spend any money.
Instead a company is trying to sell itself to it’s potential employees. And that advert is doing such a bad job it’s actually keeping those employees from reading it and bumping our unemployment figures into the triple digits…
That’s the main problem with using bad headlines.
Nobody has the time to read every advert and article they come across to see if they’re interested in it.
Somewhere. Somehow you’re ruining somebody’s day by keeping the solution to a pressing problem away from him.
In fact, I’m actually going to go as far as to say all marketers have an ethical obligation to use headlines which call out their intended market, and draws them into the ad.
Instead of clever headlines which try to make them giggle before moving along in their desperate search for answers.
After all, last thing I’d want is an amusing pun on an ad for a penile enlargement as my fictional wife is on the verge of leaving me for a random well endowed pornstar. I’d want a solution, stop making it harder for me to find it and just make it easier for me to give you my money already!
Anyway, if you want to leverage my skills for copy with headlines so potent, they’ll draw your readers in like hungry fish to a huge juicy lure… then hit me up over at:
Till the next wave of madness