In this post, I’ll be exploring one of the most important parts of any online ad – the tag line, also called the subject line – if you’re writing a solo ad.
Effective taglines are the key to success in any kind of advertising. The tagline is what will compel your prospects to read about your offer and take action.
Spend Most of Your Time on Your Headline
Every seasoned copywriter will tell you that you should spend most of your time on your headline. After all, if you can’t grab your readers’ attention with the headline – they’ll never read your ad copy – no matter how good it is.
When you start to write your headline – keep in mind that you only have a few seconds to get someone’s attention. You want to keep your headline short and to the point.
There is a saying in the copywriting world: “Be clear, not clever.”
State your offer in the clearest – shortest way possible.
Lead with the Most Important words
Place the most important words at the beginning. Keep in mind that most inboxes display around 60 characters – or six to eight words.
For example, if you are making an offer of a free eBook in exchange for an email address. Say something like “Free eBook” to start your headline.
Once you have the basic information in your headline, you should choose an adjective to add some flavor and help strengthen your brand. There are some great lists of advertising adjectives online to spark your creativity.
Let’s say – for example, you are offering a free ebook of dog training tips to anyone who subscribes to your list.
Your basic tagline would go something like:
“Free dog-training e-book when you sign up for our newsletter.”
Spice Up Your Headline with Descriptive Words
Now let’s look at some adjectives to make our headline stand-out such as awesome, fabulous, informative, honest, valuable or uncommon. Try to stay away from over-used words like trust, quality and excellence.
Let’s see how some of these work with our basic headline:
“Get our fabulous free dog-training e-book when you sign up for our newsletter.”
“We’ll give you our valuable dog-training book for free. When you sign up for our newsletter.”
You get the idea.
Collect Swipe Files
To really perfect your tagline writing skills, collect headline swipe files. Again, google for these, there are several great headline swipe-files available. Study these closely, look for similarities in the way the headlines are constructed.
You may notice that many of them use adjectives and numbers, for example.
Another great place to study headlines is the grocery store. Check out the magazine racks. Look at the ads and article titles.
Pick them apart. Study which ones work or don’t and why.
One of the most valuable internet marketing skills you can learn is the art of writing effective headlines. Don’t forget to test your headlines before committing to a large advertising run.
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All the best,