Creating the perfect advertising title

My experience begins with a bachelor’s degree in advertising, running my own advertising agency, followed by 25 years as an advertising consultant for the Yellow Pages. During those 35 years, I think I’ve learned a thing or two about what makes an ad campaign successful. I even wrote a book about my directory experiences and how to make yellow page ads more effective while saving money. But enough about me, it’s about you and what you need to do to attract that consumer.

From the title, you have already collected it, start with the title. Whether it’s a newspaper, magazine, or yellow page ad, the headline is like the ignition of a car. Without one or at least one that works well, nothing happens. The car may stutter or groan, but the end result is a waste of time, both for you and the reader. I was always amazed at what my client suggested for their YP ad headlines. Can you guess what they ordered?

Most felt that it should only contain their name. In most cases, they thought it was enough. Now if your name were “Jones Plumbing, where we fix all pipes and drains for one low price with 20 years of experience and have a full money back guarantee,” you would not agree. Many just wanted his name, like “Harvey Appliance Repair” all over the top. Now what does that really tell us? For starters, the ad was already under “Appliance Repair” in the phone book. And why would I want to give someone my business just because his name was Harvey? Even if it was “Smith Toyota Auto Sales,” does that only convince you to go there to buy your next Corolla when there are five other Toyota dealerships? I do not think so.

The headline is an opportunity to challenge the reader and offer a beneficial feature or story. You can ask a question, provoke a response, or provide valuable information. Instead of describing all the possibilities, let me list a few examples:

  • “You really don’t need insurance, ask us why” (it’s for your survivors, family members, etc.)
  • “The 7 things to do before calling a locksmith”
  • “Are you risking your life by NOT visiting your dentist every year?”
  • “Don’t repair your brakes until you read this”
  • “We don’t go into business to make money” (to help people)
  • “Do this window wash test before calling someone”
  • “An ordinary pest control service hurts more than it helps” (the use of harsh chemicals, etc.)
  • “Not all pet food is the same. Ask us why.”
  • “What the painting contractors don’t want you to know”
  • “Why are we the most expensive dealer in town and that’s the good news!
  • “Learn the secret to better carpet cleaning”
  • “The Only Thing You Should Know About Your Real Estate Agent”
  • “Why we no longer sell burglar alarms” (we sell security, peace of mind, etc.)

So what happened to all the trade names? They can be anywhere else in the ad that you choose. The main goal of the title is to keep the reader in the heart of the ad. Would these headlines intrigue you? Are they better than just name and phone number? You can use them as a stepping stone by connecting your own type of business and then explaining in the subtext what is really going on. Wouldn’t you like to know how you are risking your life by NOT seeing your dentist? This is because improper flossing can lead to a stroke if the bacteria end up in the bloodstream.

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