Lai Marketing Agency

How to Craft Content that Sells: A Step-by-Step Guide (Part Two)

Lai Marketing

After spending your precious time studying general rules for creating contents (video, radio adverts, and copywriting) which sells. Today’s section would particularly focus on a checklist of effective advertisement headlines.

The headline plays a very important part in advertising. The very first function of the headline is to attract customers to your service or product. Thus, the first principle for any headline for an advert must attract targeted audience’s attention. The headline is the first impression of any kind of an advertisement, thus the first principle, it must get prospect customers’ attention.

Before we start the breakdowns of the checklist, lets us look at where exactly headlines appear on different types of advertisements. For a TV or Radio Commercials advertisement, the headlines is normally appeared in the first few seconds of the advertisement, on a sales brochure the headline is normally on the front cover, on the website the first screen of the home page carries a headline, in an email marketing message, the subjecting and front line normally contain a headline.

Now hope you’re having a mental picture of different angles whereby headlines in different advertising types appear. The headlines are the most important part of an advertisement and through them, the prospective customer can decide whether to respond to the advert’s call to action.

The first simple and memorable checklist for creating selling headlines is using a ’4 U’s’ formula which was proposed by copywriter Mr. Robert W. Bly;

1ST U- Urgent. Urgency influence the decision of the prospect customer to act by giving limitation in time something which reinforce their decision to act immediately  instead of postponing.  For stance, “Get 50% Discount by Advertising with Lai Marketing this December”.

2nd -U.  The headline which sells has something unique, it can be new or something which never head to audience. For example, “Get 50% Discount by advertising this December using Sponsored Ads; 150% ROI is Guarantee”

3rd-U. Ultra-Specific. In advertising industry every second counts to huge amount of money, therefore clarity is key for an advertisement to sell.

4th –U. Useful. The selling headlines must attract customers by arousing their interest by mentioning the benefit of the product/services. For example, “Sponsor your Ads this December, Get 50% Discount, 150% ROI & Get Royal Customers”

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Lai agency is a full-service marketing and media agency specializing in digital branding, experiential marketing, videography, photography, digital marketing, web developments, training, and Search Engine Optimizations (SEO).