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The success of an advertisement lies mostly in the headline. The 
headline should attract the reader and make him read the rest of the 
advertisement. The headline should be simply catchy and various key 
points should be embedded when deciding on the headline for the ad.
 
The advert headline should catch attention of the eye at the first 
glance. Words in headlines should act as tags for the advertisement. It 
should say it all about the content that follows. If a company is 
selling reasonably priced furniture, the headline of their advertisement
 can be something like ‘Durable furniture for less price’.

This headline will attract the right customers who are on a look out 
for durable furniture as well as low cost furniture. If the customers to
 be reached belong to a category that are interested in decorating their
 house with beautiful furniture and aren’t concerned about the price to 
get the right look, then the headline can be ‘Change how your house looks by our oriental furniture’.

Anything other than the prospects should not be included in the 
headline. If both men and women can use a product, both of them should 
be referred to in the title, missing out even one of the category is 
like losing a huge number of potential customers. The title should be 
instant product seller. According to a research, five times more readers
 read just the headline when compared to those who read the complete 
advertisement.

So it will be a waste of money and time, if the title of the advert 
isn’t good enough to sell the product. There can be a possibility that 
the content of the ad isn’t strong enough. All the harm can be undone by
 having a powerful headline.

The headline should be centered on the product and not the company 
that is selling the product. Most people get it wrong here. The 
customer’s interest should be reflected and he should feel that he is 
directly addressed. Start with more personalized word like ‘You’ and not ‘We’. So if the client specified on mentioning the company’s name, don’t start the sentence with it. 
For instance, instead of writing ‘STVMobile – solution for bulk SMS ’, 
write ‘Got a message to deliver instantly? Try STVMobile’. Never forget 
to mention the name of the product in the headline. The product name 
should be of top priority. This is a real life example. Note: You too 
can profit Big from Mobile marketing business that’s putting Big smile 
in the faces of Nigerians. <a href="http://www.mobilemarketingforts.com/" target="_blank" title="Click here to learn how to start">Click here to learn how to start.</a>

A snapshot of the benefits of the product should be given in the 
headline. This is an important quality of a well-phrased headline. The 
customers look out for advantages when he thinks of buying a product. 
Keywords like whiter teeth, nutritious cereals, or miraculous growth 
should be incorporated in the title.

If inculcating all these factors have made the headline long, it 
should be remembered to write the product advantages in bold. Add 
Picture in the advertisement, it will be a good complement. As a picture
 speak thousand words. But care should be taken that the headline should
 say some part of the story and the Picture should say the rest.

Don’t repeat the headline or the picture. Too much of cleverness 
should not be applied to design a headline. There are nearly five 
hundred advertisements in newspaper especially on weekends. A regular 
reader reads the headings of all of them. He will be able to classify 
between a false heading and a genuine heading. Don’t make false promises
 or give false information in the headline, it will jeopadize your ad. 
Over smart headlines are good for award competitions, but don’t really 
work with the savvy customers.

The headline should give out a positive feeling to the reader. 
Negativity should be totally excluded as it not only creates a negative 
impression but the mind will also be not receptive friendly. It 
sometimes confuses the mind and it interprets a negative meaning of the 
message being delivered. Confidence should be reflected in the headline.

Don’t include any doubtful words like “if” and “but“. Conditional phrases are a strict no. The sentence should be in present tense, instead of past or future.

I am very grateful for the opportunity to share helpful information 
with you. If you learned new thing from this article then show some love
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