80% of Advertising is Spent on Headlines

Headlines are read over five times more often than the ad copy. As a result, more than 80% of your ad dollars are spent on your headline. Great headlines attract readership. Are you using five times the effort creating your headline as you are the rest of the ad? Expressed differently, if your copy is great and the headline stinks, it really doesn't matter. This applies to all your printed material, especially booklets, brochures, and leaflets. Here's a test you can try. Stop at a visitor's center or motel lobby and observe the rack with travel and local interest brochures. Pick up five to ten brochures that attract your attention and look for how many key points mentioned here were considered by the advertiser.
Some key points to keep in mind:

• Use words and illustrations that attract buyers, but be careful not to scare off potential buyers. For example, women are key influencers of funeral and cemetery purchases, but men have a significant role, as well. If your headline looks like you're pitching to females, it's unlikely men will read your ad.
• Appeal to self-interest, and promise a benefit
• Appear to be newsworthy, current, and interesting
• Power words include:
  Free, New, How to, Suddenly, Now, Announcing, Introducing, Important Development, Amazing, Sensational, Remarkable, Revolutionary, Startling, Miracle, Magic, Offer, Quick, Easy, Wanted, Last Chance, Bargain, Advice to, The Truth About, Compare Add emotion: Love, Fear, Pride, Friendship, Security
• Be clear, not cute or tricky; no puns, don't try to entertain
• Use everyday language
• Don't print over pictures/illustrations
• Never use uppercase only, it's unreadable

Johnson-Woodford, management consultants to the deathcare industry
Postscript
This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy. A final thought. We can all learn from one another. Your thoughts, ideas, and sharing are important to us and others. Please send your notes and comments to blogger@johnson-woodford.com or log on to www.johnson-woodford.com.