Example of Colloquialism: Do You Experience Severe Brain Farts? Another attention-grabber kind of headline is the comparative priced magazine headline: Three For Only $3, Regularly $3 Each! Still another of the tried and proven kind of headlines is the specific question: Do You Suffer From These Symptoms??? And of course, if you offer a strong guarantee, you should say so in your headline: Your Money Refunded, If You Don't Make $100,00 Your First Year.
How To headlines have a very strong basic appeal, but in some instances, they're better used as book titles than advertising headlines.
Who Else Wants In On The Finer Things -which your product or service presumably offers- is another approach with a very strong reader appeal.
The psychology here is the need of everyone to belong to a group (read herd mentality)- complete with status and prestige motivations.
Whenever, and as often as you can naturally work it in, you should use the word "you" (and its derivatives) in your headline, and throughout your copy.
After all, your ad should be directed to "one" person, and the person reading your ad wants to feel that you're talking to her personally, not everyone who lives on her street.
Personalize and Be Specific- You can throw the teachings of your English teachers out the window, and the rules of "third person, singular" or whatever else tends to inhibit your writing: Whenever you sit down to write advertising copy intended to pull the orders -sell the product -you should picture yourself in a one-on-one situation and "talk" to your reader just as if you were sitting across from him at your dining room table.
Say what you mean, and sell HIM on the product your offering.
Be specific and ask him if these are the things that bother him -are these the things he wants -and he's the one you want to buy the product...
The layout you devise for your ad, or the frame you build around it, should also command attention.
Either make it so spectacular that it stands out like lobster at a chili dinner, or so uncommonly simple that it catches the reader's eye because of its very simplicity [known as a "plain vanilla" Web site].
It's also important that you don't get cute with a lot of unrelated graphics and other "eye candy".
Your ad should convey the feeling of excitement and movement, but should not tire the eyes or disrupt the flow of the message you are trying to present.
Any graphics or artwork you use should be relevant to your product, its use and/or the copy you have written about it.
Graphics [other than your product photo] should be used modestly- as artistic touches; to create an atmosphere.
Any photos within your ad should compliment the selling of your product, and prove or substantiate specific points in your copy.
Once you have your reader's attention, the only way you are going to keep it, is by quickly and emphatically telling him what your product will do for him.
Your potential buyer doesn't care in the least how long it's taken you to produce the product, how long you have been in business, nor how many years you've spend learning your craft- save that for your About Me page for those who are interested! All she really wants to know, is specifically how she is going to benefit form the purchase of your product.
Period.
Cheers!