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Is your headline catching anything?

35309290 Print advertising has been a staple of most marketing efforts for years. And for good reason – they work when done well.

There are many elements of a successful ad, print or otherwise.  But none is more important than the headline. 

The headline is the lure.  It's out there, snaking through the water -- trying to entice someone to take a nibble.  If they don't hit on your headline, you've lost them.  The headline's job is not to sell anything.  It's simply to get the person to actually read the ad.

So how do you make sure that your headline hooks their attention? 

~ Use the headline to flag your prospect: Good news for people who toss and turn all night!

~ Offer a benefit in the headline: Whiter teeth. Fresher Breath. And the attention of that new guy in class.

~ Also, don’t be afraid of long headlines. Toro did some research on their print ads and found that headlines with 20+ words sold 20 percent better than their shorter counterparts. If you need the extra words to make your point – use them.  But...make sure you need them.

~ Don't try to sell in the headline.  You want to pique their interest enough that they're keep reading:  Do you know why French men are renowned as lovers?

Naturally, the headline is just part of what makes a good ad. But, if it doesn't do its job…odds are the rest of your ad isn’t going to get read at all.

So, choose your words carefully!

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