Ignore them at your peril
Whether you’re a entrepreneur whose business relies on advertising, brochures, websites, postcards and social media to bring in clients or a professional copywriter and brand strategist, you understand the critical importance of your headlines.
The Three Second Rule
You have only about three seconds for your headline to grab the interest of the reader, viewer or listener. If it fails your ad goes largely unread, unseen or unheard. And that means lost business and wasted money.
Take the time to study these facts. They are not only fascinating but, when made an integral part of your marketing strategy, will give your headlines more “interrupt power”. That is, the ability to move the reader from a state of disinterest to a state of acute interest and generate a desire in them to learn more. Hence they will read, watch or listen to the rest of your ad. And then your prospects for a sale just grew immeasurably.
Follow The Facts
These are not someone’s opinion or gut feeling or even wisdom gained by experience. They are facts reported by Gallup Robinson and Starch Research. And they can help you win the marketing game.
1. Five times more people read headlines than read body copy.
2. Advertisements with headlines that promise a BENEFIT are read by four times as many people as those that do not.
3. Include your BRAND in the headline or sub-headline or the 80% who don’t read the body copy will never know who is talking to them and it will nullify their recall.
4. “Blind headlines” (no mention of product or benefit) score 20% less on recall.
5. Headlines that contain NEWS are read by 22% more people than headlines that do not.
6. Headlines in “QUOTES” increase recall by 28%.
7. Headlines that offer HELPFUL INFORMATION get above average readership.
8. Advertisements aimed at a local market do better if you include the name of the city, town or area.
9. Analogies, puns, double meanings and being too cute limit readership.
10. Testimonials are more believable that the creations of copywriters.