Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.

The latter precept, that a headline should actually try to sell something, is not as universally known as it might be. The vast proportion of headlines actually say nothing whatsoever about the product and the benefits of owning it. And the reason for this is that good, selling headlines are not easy to write. So the majority of so-called copywriters take the easy route and produce something which they think is humorous or eye-catching and hope that this will do the job. That it won't and doesn't can be witnessed day in and day out in press ads, brochures and websites worldwide.

But I digress.

There is sadly no absolute test that a headline will do the job it is paid to do. If there were, we benighted copywriters would be earning ten times what we are earning now, on the grounds that our work would be foolproof. Every headline we conceived would be irresistible; and products would move off shelves like Spring snow off a dyke.

But there is a test ? a very good and worthwhile test ? that you can apply to any headline you create. I call it the 'So What?' test.

Allow me to give you an example of 'So What?' in action. If you produce a headline that says: Our Widget works twice as fast as any other Widget, and then ask yourself 'So What?', it immediately becomes clear that the line is bereft of a sales proposition. Because there is no obvious benefit to the potential customer.

On the other hand, if you write: Our Widget works twice as fast, so you do the job in half the time, then the 'So What?' has been answered. Your customer can cut his production time by 50%.

Likewise, were you to write: Our Widget is so small, it fits into the palm of your hand, you simply invoke 'So What?'. Which results in: Our Widget fits into the palm of your hand, so it goes wherever you go. In this case, the benefit is portability. You can use it anywhere.

Over the years, I have found the 'So What?' test to be invaluable. You might care to give it a try yourself.

And on the subject of headlines consider this.

When trying to write a headline many people tend to go off half-cocked. They consider the marketing brief, then bash down a headline or two to satisfy it. After that, they write the body copy.

Experience shows, however, that if you write the body copy first, the odds are that there will be the makings of a headline within it struggling to get out.

Body copy is, or should be, a carefully worked and logical encapsulation of the marketing brief. In other words, the whys, the wherefores and the benefits of owning the product or service. It makes sense, then, that if it is properly written, there is a very real chance of finding an embryo headline lurking within it.

Why not give it a whirl? You may be agreeably surprised.

About The Author

Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh.

He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com

j.p@markethillpublishing.co.uk

---

What Does Your Business Card Say?

Business cards are the most underutilized and misunderstood marketing tool... Read More

3 Inside Secrets To Making You Richer Using Direct Mail!

Making money using direct mail isn't easy. And anyone who... Read More

Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business

In the marketing world, radio has earned the reputation of... Read More

The Importance of Your Business Card

What are you trying to say with you business card?We... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

6 Ways To Get More Sales From Your Advertisement

To bring great sales success, a great advertising technique is... Read More

Cable Ads 5 Bucks!

Cable has grown from 13 houses connected together in 1948... Read More

If You Lost 70% of Your New Customers, Would You Notice?

Buyers Don't Rely on the Yellow Pages Like They Used... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

Advertising Headlines and How to Write Them

1. Attract prospects with your headline Use your headline as... Read More

Forgot The Ad Budget? Dont Panic!

Bob is excited about his new business. He secured funding.... Read More

How Well Do Postcards Work?

The humble little postcard has been getting a... Read More

Advertising That Annoys: The Real Story

Critics conclude that entertaining or "creative" commercials sell better than... Read More

Get Better Results from Your Advertising with a Disruptor

When you spend money on an advertisement you want to... Read More

Promotional Vehicles

It is difficult to miss a Hummer, but how many... Read More

Change, or Reinforce?

Do you know about the distinction - and it's a... Read More

Moving Message Display

Moving message display are designed to be installed into environments... Read More

Localized Advertising ? Door-to-Door Ad Distribution on the Fly!

Have you ever had to distribute door-hanger advertisements for your... Read More

Buying Radio? Read This and Dont Waste Your Money

Pay close attention and make it work the best for... Read More

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page

Many people online are not using one of the best... Read More

Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process

This article will show you how to cut your printing... Read More

Electronic Display Boards

Electronic display boards signify high priority messaging, allowing you to... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret

A few years ago, I analysed the statistics of where... Read More

How To Make A Fortune With FREE Advertising!

How To Gain FREE Advertising That Will Make You Rich!Okay-Just... Read More

How Can All the Radio Stations Be #1?

Are you confused by all the information you receive from... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on... Read More

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

Media Savvy ? Media Skills For Rural Women

The ability to lead, persuade and influence are integral skills... Read More

15 Tips for Better Yellow Page Ads

Yellow Pages advertising is one of the most popular forms... Read More