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Most people skim read, so your headline has only an instant to capture your readers attention. Avoid using ALL CAPITAL LETTERS. On a subconscious level, we have learned to recognize the shape of words. If your words are all in capital block letters, they appear as RECTANGULAR BLOCKS OF PRINT, and a person quickly skimming a page will miss your entire message. Avoid all punctuation. Periods, commas, explanation marks, quotations and even question marks act as full stops to the reader. You dont want anything to stop the readers flow from advancing from your headline directly into the main body of the ad. The best headlines will appear as though the headline is merely the first half of a longer sentence, thus the reader does not stop reading to discover more. You do not win awards for proper prose and grammar in advertising. Your goal is to keep the client reading to toward a decision concerning your offer. Keep it very simple and understandable. Do not use abbreviations, technical jargon, or hard to understand words. A well written headline and the following copy, should be written at a grade 7 reading level. Do not insult your clients intelligence. Deciding to spend ones hard earned dollars is serious business. People demand precise facts and a guarantee that one is receiving the best merchandise for the dollar. Todays consumer has zero patience at any hint of a condescending, dancing, juggling, singing entertaining sales person. Dont clown around. Do not be fooled into believing word play, puns or cute copy has any place in a headline. Humor is exceedingly difficult to pull off in advertising with profitable results. Dont get fancy. The best typeface for both headline and copy, are fonts people are already accustomed to reading. These fonts include the Century family, Caslon, Baskerville, and Jenson, to mirror the exact same font as the editorial content of the publication in which you are advertising. If you get creative with fonts, colors, negatives white type on black background plus the vast array of other options now available with computers, you will only lower readership, and by a great margin It is a myth that fancy headlines get seen above the crowd, and thus increase readership. If your headline screams out Advertisement, it jumps to the front of the Mental ignore list. Target your exact audience. Try to target your customer specifically in your headline. If you attempt to reach everyone, youll come across as vague and impress no one. If you have a remedy for kidney stones, then mention kidney stones in your headline. Be Precise. Avoid writing Blind Headlines that reveal nothing about your offer. A headline must stand entirely on its own merit, without the reader being forced to read on to discover what the headline was meaning. They wont read on. Tell more Sell more. Headlines containing 1. At 6. 0 miles 9. Rolls Royce comes from the electric clock. This 1. 8 word headline of a highly successful full page ad, composed by David Ogilvy Ogilvy Mather was followed by 7. The more you tell, the more you sell is true of both headlines and copy. Engage the senses. Engage as many senses as possible sight, sound, smell, touch, taste to vividly engage the readers imagination, both in the headline and the ad copy. Remember, Dont sell the steak, sell the sizzle. Its not merely a chunk of meat sitting there, its the fragrance of hickory, of searing juices spattering and hissing upon the red hot coals, the succulent aroma of tender sirloin dripping with flavor and the barbecue sauce staining the front of proud Dads the Cook crisp new Birthday Apron. Story Tell. The knack of skillfully weaving a story through an advertisement helps to greatly engage both the readers imagination and focus. When the reader identifies with the main characters dilemma, curiosity will carry the reader to the conclusion of the story to seek their own solution. You want the reader thinking I have this exact same problem. Just how did this woman get rid of her annoying allergy1. Use Captions to Spark Curiosity. Always include a captivating caption directly under every photo. People always look at the pictures, and a great photo with an intriguing caption, will draw the readers focus back to either the headline or the main body of the ad. Consider the end result. A presentable meal served on a hot plate greatly out sells raw ingredients lying on a counter top. If youre promoting a cook book, dont show the raw ingredients in a sink. Show the finished product on a set dinner table, with a glass of wine and a fork in hand, and reflect this in your headline. The lead selling benefit is the end result, not all the prep work, cooking and clean up that came first. Keep this in mind for any situation or product. Material Library 3Ds Max 9 Tutorials. Leave your pride at homeDo not use a headline or even the top three quarters of the ad space to say anything about yourself, your company, your business name, Logo or anything else related to the vanity of wanting to see your name in lights. A headlines purpose as the gateway into reading an advertisements copy, must contain a leading benefit intriguing wordage spark curiosity or ask a thought provoking question. Nothing else. Save your name and contact info for the fine print hidden down at the bottom of the page. If your ad succeeds, your client will seek you out. The sad truth, is your customer does not in the least care about you or your business. The customer is selfish, self centered and very impatient. Dont allow your grandstanding to get in the way of a client and the job your headline and ad copy must do first. Do Your HomeworkGather as much information as you can about both your product, and your target audience to discover the hook that can be used in your headline. The best headline is often discovered while working through all the information in the creation of the advertisement its self. Writing great copy and a winning headline takes work and lots of research. Use a Thesaurus. When composing a headline, look up every word of your headline in a Thesaurus to find better words, then look up each of the new words you have found to find even more. Write and re write. Keep reworking the headline, rearranging the words, and write several versions of a headline always trying to tweak and improve upon it. Then select the best one. A great headline will often take longer to compose, then the entire ad to follow. Try to find a new angle, direction, or twist at looking at your subject matter from the readers perspective, so your headline is not boring and engages the reader. Try to connect to your readers self interest on a level of emotion. A great headline should contain a leading benefit that triggers some level of excitement. This could include any of the following. Copy the Masters. Creating an entirely new blockbuster headline is no easy task. Successful copy writers stay close to proven formulas that work, by reworking classic models that have weathered the test of time. The following list of successful headlines, can be used as a foundation to fit most any situation.