The Headline is an Ad’s First Impression
November 30th, 2007 | Michael Q. Pink
It’s Rainforest Friday, where we use God’s creation as a text book for business. One of the most fascinating things to observe in the rainforest is the practice of marketing. It’s what the flowers and orchids do every day. They combine three factors of design, color and scent to transmit a message to a niche market with the purpose of attracting customers to pollinate.
Last week, I spoke of color and how expensive it is for a plant to create, but that it must expend the resources to create color and market its product or it will perish. Without color, we could not see or perhaps only barely see (as in glass) any physical object. In effect, color announces the presence of something, in this case a flower. For all practical purposes, color is to the flower what headlines are to an ad. If the headline grabs your attention, you are much more likely to read the article. Headlines are the ad for the ad!
I once read about an advertising consultant asked to review an ad for his client that was running weekly in a national publication and pulling reasonable results, or so they thought. After studying the body of the ad he determined that it was basically good so he only changed the headline. That resulted in a 10% increase in sales. He changed it again and sales went back to their previous level. He tried a third time and sales increased by 500% and held at that level each time the ad ran for a full year! What a difference a good headline can make!
The next time you are advertising a product or service, think of color not only as something that has aesthetic appeal, but also as a metaphor for a strong headline. Spend more time on your headline than you would on the body of the ad. It is the most important. So much depends on it!
Until next time, be fruitful - then multiply!
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November 30th, 2007 at 8:59 am
I am an interior decorator in Tampa, Florida.
I read you daily devoution everytime I receive it. It really blesses
me and as the economy has taken such a tumble my business is
really suffering. Please pray for me and my business for wisdom
and favor. I would like to get involve in
a christian business network. My cell # 813 244-1181.
Thank you and may the Lord bless you !!!!!
Priscilla Castellano
November 30th, 2007 at 9:32 am
It’s all about the headline!! Using an effective headline is essential in getting email read as well. Put the main message of your email in that subject line. Everyone reads the subject lines before they decide whether or not they want to read the email. So putting the main message in the subject line gets your message across to the reader before they decide whether or not they want to read it.
November 30th, 2007 at 4:21 pm
Thanks! What a refreshing post. I thoroughly agree. Not that I am an expert.
However, a few years back when I was generating press releases (no training, just desperation) for life-altering groups with no name recognition, I stumbled on this same truth in terms of PR. The media didn’t know the organization, they certainly didn’t know me, and we had no high profile supporters (in their eyes); it came down to the headline on that lowly press release.
God arranged for me to learn this because I was an organzier of those events. No one else seemed to realize how earned media (our advertising “budget”) worked. You “sell” to the media so they will willingly and accurately “sell” to the public. Advetising is similar–you just get to bypass the media decison makers. Of course, the public is plenty honest about what they like. God in His goodness let me pick up first degree thorn pricks…but I got the point.
December 1st, 2007 at 10:11 am
Thanks! It is very difficult to convince management of this truth. Where I work we spend the bulk of our time on content for the ad and very little time on the headline. The headlines we are directed to use for the most part do not include a call to action and are WAY to long. I shall continue to pray for wisdom in how to convey the importance to those above me!
December 1st, 2007 at 9:07 pm
Wonderful article! I’m a graphic designer, so that pitch was just for me! What I like is the name of your business “Selling Among Wolves”. Amen! And I’d love to know more about what you’ve learned. By the way, my web site has only just begun - so check back later!
December 6th, 2007 at 3:23 am
i just want you to know that my faith has increased and your mails have tranformed my thinking, soon i will be testifying about what God has done for my business. God bless PS Martin Dhludhlu RSA