Headline can perform four different tasks:
1. Get attention.
2. Select the audience.
3. Deliver a complete message.
4. Draw the reader into the body
copy.
1.GETTING
ATTENTION
We’ve already seen how headlines get
attention by appealing to the reader’s self-interest.
Here are a few more examples of this
type of headline:
1. Headlines that give news often use
words such as new, discover, introducing, announcing, now, it’s here, at last,
and just arrived
2. If you can legitimately use the word
free in your headline, do so. Free is the most powerful word in the
copywriter’s vocabulary. Everybody wants to get something for free.
3. Other powerful attention getting words
include how to, why, sale, quick, easy, bargain, last chance, guarantee,
results, proven, and save. Do not avoid these words because other copywriters
use them with such frequency. Other copywriters use these words because they
work
2.
SELECTING THE AUDIENCE:
The headline can select the right
audience for advertisement and screen out those readers who are not potential
customers. A headline that does a good job of selecting the right audience for
the product:
3.DELIVERING
A COMPLETE MESSAGE
According
to David Ogilvy, four out of five readers will read the headline and skip the
rest of the ad. If this is the case, it pays to make a complete statement in
your headline. That way, the ad can do some selling to those 80 percent of
readers who read headlines only.
4.DRAWING THE READER INTO THE BODY COPY
Many products—automobiles, computers,
books, records, home study programs, life insurance, and investments —require
that the reader be given a lot of information. That information appears in the
body copy, and for the ad to be effective, the headline must compel
the reader to read this copy. To draw the reader into the body copy, you must
arouse his or her curiosity. You can do this with humour, or intrigue, or
mystery. You can ask a question or make a provocative statement. You can
promise a reward, news, or useful information.
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