Marketing: How to write better headlines

– by John Foust, Raleigh, NC

In the 1980s, International Paper ran an award-winning “Power of Print” ad campaign, featuring a series of educational subjects – each delivered by a well-known literary figure. Here’s a sampling:

– “How to write a business letter” by Malcolm Forbes
– “How to read faster” by Bill Cosby
– “How to write with style” by Kurt Vonnegut
– “How to read an annual report” by Jane Bryant Quinn
– “How to enjoy poetry” by James Dickey
– “How to make a speech” by George Plimpton
– “How to improve your vocabulary” by Tony Randall

What do these headlines have in common? By using the two simple words “how to,” each ad clearly states a benefit. Readers instantly know what they will gain by reading the rest of the ads. If you want to accomplish the same thing in your ad copy, here are a few points to keep in mind:

1. Start with a relevant benefit. The vital first step in the process is to gather as much information as possible about the product or service you are advertising. Ask questions, probe for details, and look at the situation from the target audience’s point of view. Although all features have at least one corresponding benefit, remember that not every benefit will be a deal-maker to your audience.

Are your typical buyers most concerned about selection? Price? Location? Find the benefit that is most important to your audience, and build the advertising around it.

2. Use the words “how to.” These two words lead directly to a benefit – by way of a verb that puts the reader in the driver’s seat. You’ve seen this strategy in book titles, such as Dale Carnegie’s “How to Win Friends and Influence People.” The title (1) tells you exactly what the book is about, and (2) promises a benefit.

3. Be specific. The words “how to” will not work unless they are connected to a specific statement, as illustrated in this simple progression:

a) “How to save money” and “How to save a lot” are vague and ineffective.
b)  “How to save money on your new car” is a little better because it at least pinpoints a product category.
c) “How to save money on your new Widget-mobile” is another step in the right direction because it identifies a name brand.
d) “How to save $2,000 on your new Widget-mobile” is even better. It clearly states what the ad is about, and promises a specific benefit.

When you’re talking about saving money, it’s always smart to specify a percentage or a dollar amount.

4. Consider dropping “how to.” One of the most interesting things about this “how to” copywriting technique is that it can work without the words “how to.” Crazy as it may sound, you can often eliminate the opening without changing the meaning. For example, “Save $2,000 on your new Widget-mobile” says the same thing as “How to save $2,000 on your new Widget-mobile.”

Headline-writing is an important advertising skill. You have to be willing to tweak the words until they’re just right.

(c) Copyright 2008 by John Foust. All rights reserved.

E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.comm