If content is king, the headline is queen in advertising writing. And queen trumps king! From observation readers will retweet based on a headline alone. Especially if they know you. Statistics show that eight out of 10 check out the headline, but only two out of 10 read on. In a Jockey® underwear sale print ad, the graphics included close-up of heads of three horses and their jockeys in a close horse race.
A CMS headline: “You’ve got a good bet riding on Jockey® brand men’s underwear sale at Macy’s” leads to the body copy: “It’s a sure bet. Put your money on Jockey® brand men’s underwear to “win” and bring home a first-place refund of $10. Purchase any combination of the Classic Brief, the Midway, Boxers, or Power Knit T-shirts. Make a minimum purchase of $50 and you’re off and running toward a $10 refund. So get on the right track and head to Macy’s for the annual Jockey® brand men’s underwear sale. The race is on in Men’s Underwear, all stores.”
Here are David Ogilvy’s 7 tips for advertising writing:
1. Go Big or Go Home. Don’t bunt. Aim our of the ball park. Aim for the company of immortals
2. Do Your Homework. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
3. Never Talk Down to Your Customers. A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her.
4. The Headline is 80%. On the average, five times as many people read the headline as read the body copy. when you have written your headline, you have spend 80% out of your dollar.
5. Don’t Get Distracted from Making the Sale. If it doesn’t sell, it isn’t creative.
6. Explain Why they Should Buy. The more informative your advertising, the more persuasive it will be.
7. Your Copy Is Important. Treat It That Way.
Today, advertising and advertising copy are viewed increasingly on mobile devices. Mobile users scan fast and are unforgiving. Extraneous words and phrases are annoying. Lightening-fast scanning calls for less words and less filler. Be quick or get the click.