Writing an Advertisement

4. The Headline

4.1 The headline is the first thing most readers look at, even before the picture. If it does not grab their attention, through arousing curiosity or making an offer, the ad will fail.

• Make the headline stand out. Use large, bold type.
• Say something of real interest to the reader.
• Make it easily understood.

4.2 Bad headlines are often:

• The company name - it may mean something to you, but will it really grab the reader's attention?
• The irrelevant joke - which says nothing about the product, and therefore does not attract the right readers.
• The misleading headline - people may read on, but they will be irritated when they find out what you are really offering.