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How to Get People to Read Your Ads. .
By: Neil Moran
:- The Headline
The headline should summarize the whole offer. It should
grab the eye, and make you want to read the subheading.
The headline should intrigue and captivate the reader.
It's sole aim is to make the reader continue on to read the
body text. You should take great time and trouble over the
Let's say we're selling a book on home security, yes, I
know, boring and you might start with something like this:-
"CRIME FIGURES UP"
This is very bad, but typical of an amateur. People don't
care about 'crime statistics'. That's boring, they only
care about their own house or car being broken into. OK,
how about this:-
IS YOUR HOME AT RISK?
A bit better, but not brilliant. It does personalize it
and does play on peoples fear. It's still pretty weak
though. What we need is a headline that will grab you by
the throat and force you to read on. How about this:-
HOW TO BURGLE YOUR OWN HOUSE AND STEAL YOUR OWN CAR
Now that's what I call a 'killer' headline. You've just
got to read on, haven't you?
Always think very carefully about your headline.
extremely intriguing, interesting or exciting. If you're
selling a 'straight' product, then use a slightly different
approach, the headline should state what the product is,
with a few adjectives in front. Say for a Tea Trolley, your
headline would be:-
New, Italian, Fold-away TEA TROLLEY
There should also be a picture of the product. The picture
and the headline simply act to grab the eye of anyone who
is remotely interested in purchasing this type of product.
Rule Two:- The Subheading
The subheading should expand upon the story hinted in the
main heading, and draw the reader inexorably into reading
the body text.
Subheadings for straight products should outline the main
features and benefits of the product. Again, boring, but
this is what works,
A subheading for the Tea Trolley would be:-
"New from Italy, Lightweight, Fold-away Trolley is
available in your choice of three colors."
As I say, boring, but this is what works, so don't try and
get clever or 'artsy'.
Here's the subheading for the security book:-
"I've nicked hundreds of cars and done over fifty
burglaries. Would you like to know what I've got in mind
for YOUR place?"
Brilliant, or what??!! You've just got to read into the
body text, haven't you?
Remember this is the MAIN function of the heading and
subheading. Notice the quotes, it seems as though the guy
was talking to YOU, the reader of the advert, but the
quotes imply that it is just something that this burglar
said, some time ago, to whoever it was he was speaking to.
Rule Three:- The Copy
Always overstate the product, but within the bounds of
truth and reasonableness!
For some reason long copy, sell books. People will
actually read an entire page of text if the story is strong
enough. For straight products, the body of the text really
just gives the feature and benefits, together with a slight
allusion to an improvement in lifestyle.
A classic piece of rubbish for the security book would be:-
"We at ACME security have been leaders in the field of home
security for over seventy years, winning the Queens award
for industry on at least five occasions."
So what? Who cares? What's that got to do with ME?
Here's an important little technique that can be used to
fascinate your readers. It's the 'reverse' technique. In
this technique, you take what is considered an obvious and
well know fact about your subject, and then state the exact
opposite in your advert.
We all know that in order to keep burglars out, we have to
lock doors. Right? I mean, that's obvious. OK we're going
to take this obvious fact and simply state the exact
opposite. Like this:-
Why leaving doors UNLOCKED can sometimes be better than
"How can this be?" you ask yourself.
Why fitting a car alarm can sometimes result in car thieves
flocking to break into your car.
"What's that?!! Surely with an alarm fitted, they'll give
your car a miss?" Well it depends. There are several
reasons why sometimes (which is all I said) the opposite
might be true. For example, if you have a car alarm then
that means you have something worth stealing. Also car
thieves are full of machismo and they like stealing
difficult cars, they stay clear of the easy ones because
there's not enough danger and excitement. Most car alarms
can be bypassed. Get the idea?
To sum up, your headline must grad the reader's attention,
it doesn't matter how good your offer is, if your ad
doesn't get read, you've lost them before you get a fair
Once you've got their attention, you've got to keep them
interested. Your ad copy must intrigue and captivate them
so they will read your entire offer....Neil Moran
Discover the system Neil uses to get his ads read and drive
traffic to his site by sending a blank email to:-
Neil Moran Links
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