When you’re writing the headline of an advertisement you shouldn’t be writing it to please yourself, or the rest of the people in your business, because you and they already know all about the product or service. When you write that ad you should be writing it for someone in your target market; have in your mind’s eye the sort of person that is your customer, your client or your patient and write the advert to talk to them.
One of the great ways to do that is to address them as a group. What do I mean by that? Well, if you’re appealing to dairy farmers, the ad could start, “Dairy farmers! Here’s a great way you can increase the yield of your herd!” Hey that’s only going to attract dairy farmers. People who are into sugar cane growing, beef rearing or plumbing or electrical work won’t be interested. But you’ll flag dairy farmers down with that headline.
Then, once you’ve got their attention of course, you’ve got to tell the story of the headline; you’ve got to amplify and explain it so that, as they read it, it excites their interest and creates desire… desire to buy. Explain to them in terms that they understand what you’ve got for them that’s going to make their life easier, make them more successful, help them make more money, or get the results they want.
Do that and you’ve got an advert that’s really starting to work!
If you want some more ideas on how to write a ads that work, check out How to Write a Great Advertisement.