Wednesday, November 08, 2006

"How to" write a headline for a print ad


Link

Previously, I lamented the waste of an ad for not using a headline. Here I would like to give the reader some pointers on how to write headlines. Specifically using the words "How to".

A "How-to" headline is one of the most effective ones there is. Like the word "free", these words have a strong attraction.

In the Web 2.0 world, users of the net go to this resource looking for information. How to do something, build something, improve something, save something or whatever something, that's one of the reasons people seek out information on the net.

Well, just imagine the advertiser sets out some information to teach the reader "how-to" do something smartly, if you as a reader, came across those words on a subject you were interested in, you'd certainly read on. Right?

You bet.

Hence, we have a headline that gets attention. That's the number one objective of a headline.

If you remember the old formula (AIDA) of ad preparation, which stands for Attention, Interest, Desire, and Action. Before we develop a reader's interest, we have the catch his/her attention. That's the headline's job.

If we get that, then chances are the reader will go through the rest of the ad copy.

You bet.

Well, I see that you're getting my drift.

And, that's just one type of headline one can use in print advertising. Remember what I said about promise. Again I go back to Samuel Johnson, who said "Promise, large promise is the soul of an advertisement". That is what a headline has to do for your ad. Make a promise.

A how-to headline promises to teach the reader just how to do what is covered in the headline.

And, chances are curiosity will lead the reader through the body copy and if interested enough and persuaded to action by the advertisement, contact the advertiser.

And, the headlines's job is done.

Saturday, October 14, 2006

Ads without headlines...what a waste


Link

It still never ceases to amaze me why advertisers who pay good money for print ad do not have headlines in their ads.

Four out of five readers will see the headline and not the rest of the ad (body copy). It's the one in five who is caught by the headline will read on and proceed to the body copy.

Without a headline, not only have you lost some 80% or your readership, but chances are you have lost 100%. Why? Simple, what was used to capture your reader? Nothing.

Unless the rest of the ad has graphics that will grab the reader by the neck, that person will proceed to the next page.

Expecting a reader to go to your body copy, without a headline to grab him/her, is really expecting a lot. A heck of a lot.

Again, because you have to first catch that person and entice him/her to proceed with to the body copy.
Headlines I've found that work well are "How to's", "Direct offers", "Unique product statements", "Questions" and a few others.

Many years ago, Samuel Johnson said that "promise, large promise, is the soul of an advertisement". This promise can be carried in the headline and elaborated on in the body copy. Without the headline, that advertisement does not only go without a soul, it becomes a meaningless piece of communication and certainly does not fulfil any aim that was set for the ad, ie, to elicit an enquiry.

Before considering re-running an ad without the headline, consider carefully if the ad does what you intended it to do. If, because it has your logo up top, you like the look of the ad, why not add a headline that will grab the reader and make that person want to read on to the rest of the ad.

It's not that hard, but will earn you the satisfaction of producing a communication piece that works. And, one that will do the job that it's supposed to do...get you enquiries and consequently more customers.

The above link is a sampling of some ads that we've prepared—all of which have headlines.

Friday, August 11, 2006

Increasing SEO rankings through PR

PR articles have always had an important role as part of the marketing communication and services mix. Not only because of their pull because of the believability factor, but also because of their use in an editorial environment. This environment is encountered not only in the trade magazines but in the web through E-zines.

Marketing communication practitioners, both consultants and clients alike, are well aware of the pull that that press release articles can achieve. But they may not be aware of what these articles can do in improving search engine rankings of their web sites.

This is done in two ways, first of all linking back to a website, through information on the press release article. Contact details of the article’s author should have the URL of the client’s website.

The other way is through the inclusion of keywords in the article. In the Web 2.0 world, placing keywords in client’s website Meta tags is not enough. The web crawlers of today search web content, on page, but also off page looking for keywords in the many news items found on the web.

With the enormous database management capabilities of today’s search engine, picking up these keywords is a much easier task than it was in the web’s early days (Web 1.0).

Hence, optimising links and use of keywords in PR articles help improve search engine rankings, because search engines list sites with the most backlinks and keywords in the top of each keyword listing.

Recognising that the Web 2.0 world paradigm may be a tad confusing for most communication practitioners, we, at JG Marketing Services, include SEO (search engine optimisation) considerations as part and parcel of the PR preparation services offered, at no added cost.

While we are not always involved in the preparation or updating of our clients’ websites, we take the attitude that we should assist our clients’ overall communication needs, whatever part of the marketing communication mix we are involved in.

Since we began offering marketing services in 1980, we have been continually looking at ways to improve and add value with the different aspects of marketing communication we have been involved in.

Monday, July 03, 2006

Not having a proper brief doesn't have to be a problem

Offering marketing services to B2B clients, is not just a matter of preparing advertising materials or press releases, to be of assistance one has to be able to offer more. And, this is not just another service, but an ability not found in other advertising agencies. By this, I refer to the ability to help clients prepare a creative brief.

Many years of experience in the industry has allowed us to help our clients get clear in their minds just what they want to achieve with a marketing communication piece and provide the best material to do the job.

With most clients finding themselves pressed for time, the preparation of a proper brief is a luxury. Getting clear in one’s mind, what communication method would be used, what the piece should achieve, the best method to deliver this and so on takes careful consideration.

Many times, we are required to do jobs, with only the skimpiest of briefs (no pun intended) and not always with all the background material at hand. What we tend to do is take initial thoughts and run with the ball.

Filling in the blanks and supplying the material that will form the crux of the marketing communication is all part and parcel of the job, Drawing on over 25 years of experience, JG Marketing Services is able to take most marketing communication and advertising material requirements to a stage where the client can usually make only minor corrections.

It’s easier for the client to make corrections to a nearly finished marketing communication or advertisement, than to try and put the basic requirements of a brief together to pass on to us.

Established in 1980, JG Marketing Services has been providing advertising and marketing services, which covers all creative and production work, including photography, printing and so on.

Wednesday, June 21, 2006

Getting the job done

I’ve had a prospective client complain about how some communication practitioners who pretty much ask clients to write something and only "tart" this up to become an ad or press release. Talk about spoonfeeding.

This is asking too much from a client and is not only laziness to the nth degree, but very unprofessional.

We’ve found through the years, that in fact, clients need help even in preparing the brief for a communication piece. In fact, we have made an art of filling in the blanks and processing with very little by way of brief and even of material.

We try to take the communication piece as close as possible to finished product, as it is easier for the client to make alts, rather than struggle to put a brief together. It's all part of the service and making sure that the job gets done, rather than wait for more input from the client.

Thursday, March 23, 2006

Comments on someone else's work

Many times when calling on a prospective client, I am asked to comment on someone else's work—work done by a previous agency or some random ad. Before I comment I ask for the brief.

When you provide a brief to five people for a communication piece, you will get five different approaches. The only way that you can comment on such a piece is if you know the brief.

If the job is done to brief, then that communication practitioner has done his/her job.

Of course, if the brief is wrong to start with then, that person should comment to the client just what he/she thinks is wrong.

Australian Tourism's "Where the bloody hell are you?" ads is a good case in point. If the brief was to cause a furore. it has succeeded. But, it has also offended quite a few people. Was this part of the brief? I wonder.

Wednesday, March 22, 2006

Monday, March 20, 2006

Hi. Just got back from the Internet Marketing Center's Sydney Boot Camp. Talk about information overload, my head is still spinning.

With every intention in the world to make the best of what I learned over the weekend, here's my first small step--my own blog.

I'll aim to do a podcast in the near future. I'm also looking to upgrade my website, as well.

Enjoyed the weekend, the buzz, the new info, and even the great nosh-up in the networking dinner.

And, as challenged...I will take action.

PS: I intend to make postings of not just mere ramblings, but include my thoughts on advertising, but post some of my favourite recipes. (I'm a frustrated cook, by avocation.)

Till my next posting.

Jack