Headlines to Boost Ad Response
Headlines play the most important role in any ad or web copy. Basically, headlines determine whether the reader will carry on reading the entire web copy or not. Professional copywriters believe that 80% of the time should be allocated in crafting the perfect headlines, because 80% of the readers only scan the headline to make a judgment or impression about your product, service or brand.
The basic role of a headline should be to concern your readers. Needless to say, it must be highly targeted to engage your readers from the very first sight. You do not need to attract a very large number of audiences to increase your sales – it just backfires on you. Instead, try to focus a highly targeted group, albeit a small one, when writing headlines. It not only increases the CTRs and sales, but also sets a solid foundation for further strategies and upcoming products.
Following are some important rules, tips and tricks for using headlines to boost ad response:
1. Working out your USP
A USP is an important term in the copywriting field. It stands as ‘Unique Selling Point’, and every product or service has it. When writing the main headline, it is advisable that you work out your product’s USP and fit in appropriately within the headline. Without that USP, your headline may not stand as it could have.
2. Quotation Marks:
Using quotation marks in your headline can seriously boost the ad response. According to a survey did by the famous copywriter, Ted Nicholas, by using quotation marks in your headlines, you can increase the ad response by approximately 28%.
Adding quotation marks has a psychological effect on the reader’s mind, and it adds more credibility into your copy.
3. Do not Over Hype the Headline:
It is a very common mistake to over hype the headline. Sometimes, leveling headlines down can boost the ad response. On the other hand, if the headlines are less-hyped, then you need to push them up a bit.
One very common mistake in this regard is to increase the size of your heading. It is necessary to make it big, but if you overdo it, then readers are not going to take it seriously, considering the headline as over-hyped or a type of scam.
4. Do not Use Periods:
Another very effective technique for writing headlines to boost ad response is not to use periods at the end of the headlines. Leaving the headline with an ellipsis can create the much required curiosity for the readers to carry on with your web copy. Moreover, another technique is to end the headline with an exclamation mark to beef up the excitement.
5. State Benefits in your Headline:
Stating benefits for your prospects in your headlines is one of the most effective techniques to boost ad response. By doing so, you are precisely targeting your specific group of audience and offering a solution to them. Stating the benefit is a psychological trigger – especially if it is well-targeted – that can seriously
affect the ad response. People love to find solutions to their exact problems, and they are going to turn towards your product and service, if they find that it has the required capability.
Headline, without any doubt, is the most important part of your web copy. If you want to boost the ad response, make sure that your headline is perfect in all the above-mentioned ways.
November 5, 2013
May 28, 2013