Page 172 - Duct Tape Marketing

156 Part III: Creating and Placing Ads

The headline is the print ad’s major introductory statement. It is the large-
type sentence or question that aims to stop readers in their tracks, target the
right prospects, and pull them inside the ad to read, as commentator Paul
Harvey would say, “the rest of the story.”

Copy is the term for the words that fill the body of an ad. Good copy talks
directly to the prospect. Its point is to connect with and persuade the reader.
Instead of following the standard rules of grammar, copy usually is written to
sound like people talk. It is conversational yet crisp, poetic yet to the point,
and, above all, convincing.

Packing power into headlines

Four out of every five people who see your ad will read only the headline.
Here’s where the rest of the readers go:

ߜ One reader will see your headline and move on because he doesn’t have
time to study the details at the moment.

ߜ A second one will see the headline and rule herself out as a prospective
customer because she doesn’t want or need what you’re offering, or
can’t buy what you’re offering at this time.

ߜ The third reader may find your headline all that’s needed to reinforce an
existing (hopefully positive) opinion.

ߜ The fourth (should you be so lucky) will find the headline powerful
enough to trigger the desired consumer action.

ߜ The fifth one is stopped by your headline and inspired to dive into the
ad copy in a genuine desire to learn more. Oh lucky day!

Attributes of a good headline

Your headline has to pack marketing power. It is your only chance to commu-
nicate with 80 percent of your prospects and it’s your hook for baiting the
other 20 percent into your marketing message. If your headline doesn’t grab
and inspire, your body copy doesn’t stand a chance. Here’s what your head-
line needs to do:

ߜ Flag the attention of your prospect by saying, in essence, “Stop! This
message concerns you.”

ߜ Appeal to your target prospect individually and immediately.
ߜ Promote an answer or solution to a problem.
ߜ Convey a meaningful benefit.
ߜ Advance your brand image.