Advertisements are created and seen everyday and everywhere, but out of the millions daily production, very few reached its objective of creating awareness for the public. What differentiate those that we noticed and those that we filtered out lies within an effective method that instantly captivate our reality and interest further to check them out. Similar like news on newspaper we are attracted to read what manage to hook our attention at the first place. This starts with the hook we called headline.
An effective headline for ads, articles or news shares one thing in common, newsworthy. It is something that prolongs the readers’ attention and deepens their interest till they take an action to read futher. So it is a one chance strike to do it right or lose readership. It is the first impression that decides even if the audience are looking are other things and may have other distractions at that time, they will still feel curious after some time and take a look back to read the content.
On top of that, we look at what qualities does a good headlines for ads usually look like.
An effective or influential headline for any publication contains value for anyone to read because these values are contained within their belief system and it reflects their reality. So a good headline must has relevance and importance to the reader in some level. For that, always consider how to put your headline in a worthy manner for people to read. Put yourself in their perspective and ask what’s in for me.
By giving them values as a reason to be more interested, the headline should contain some powerful and interesting words. Explore by punning around and choose headlines that are more positive than negative as it generally gives better impression. People prefer to hear more positive news than negative. Nonetheless, you can also use double negative statement while maintaining a positive outcome which can be more interesting and shows wittiness. I.e What NOT to WRITE in headline.
Other than writing headline for news, one can choose to be more indirect with the headline to create attention and curiosity. We may use a more direct headline with things that are less well known to avoid confusion whereas indirect for a popular subject. The use of ‘guide’ headlines such the common how-to is also an effective way to create value for the readers as it answers the foremost question in their head.
Last is to always test your work by asking someone you know to give feedbacks on your headline. Test it with different people and see from different perspective on how they view it and always be willing to change if it doesn’t feels right.