Testing Headlines > NetSparsh - Viral Content you Love & Share

Home
>
Advertising
>
Testing Headlines

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.

The latter precept, that a headline should actually try to sell something, is not as universally known as it might be. The vast proportion of headlines actually say nothing whatsoever about the product and the benefits of owning it. And the reason for this is that good, selling headlines are not easy to write. So the majority of so-called copywriters take the easy route and produce something which they think is humorous or eye-catching and hope that this will do the job. That it won't and doesn't can be witnessed day in and day out in press ads, brochures and websites worldwide.

But I digress.

There is sadly no absolute test that a headline will do the job it is paid to do. If there were, we benighted copywriters would be earning ten times what we are earning now, on the grounds that our work would be foolproof. Every headline we conceived would be irresistible; and products would move off shelves like Spring snow off a dyke.

But there is a test ? a very good and worthwhile test ? that you can apply to any headline you create. I call it the 'So What?' test.

Allow me to give you an example of 'So What?' in action. If you produce a headline that says: Our Widget works twice as fast as any other Widget, and then ask yourself 'So What?', it immediately becomes clear that the line is bereft of a sales proposition. Because there is no obvious benefit to the potential customer.

On the other hand, if you write: Our Widget works twice as fast, so you do the job in half the time, then the 'So What?' has been answered. Your customer can cut his production time by 50%.

Likewise, were you to write: Our Widget is so small, it fits into the palm of your hand, you simply invoke 'So What?'. Which results in: Our Widget fits into the palm of your hand, so it goes wherever you go. In this case, the benefit is portability. You can use it anywhere.

Over the years, I have found the 'So What?' test to be invaluable. You might care to give it a try yourself.

And on the subject of headlines consider this.

When trying to write a headline many people tend to go off half-cocked. They consider the marketing brief, then bash down a headline or two to satisfy it. After that, they write the body copy.

Experience shows, however, that if you write the body copy first, the odds are that there will be the makings of a headline within it struggling to get out.

Body copy is, or should be, a carefully worked and logical encapsulation of the marketing brief. In other words, the whys, the wherefores and the benefits of owning the product or service. It makes sense, then, that if it is properly written, there is a very real chance of finding an embryo headline lurking within it.

Why not give it a whirl? You may be agreeably surprised.

About The Author

Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh.

He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com

[email protected]

In The News:

Redesigning advertising strategies for digital The Financial ExpressIn digital advertising today, innovation is the name of the game. The idea is to create customer-centric campaigns that leverage reach, hold attention and help in ...

5 Ways LinkedIn Advertising Is Different from Other Social Platforms Search Engine JournalUndecided whether you should advertise on LinkedIn or other social platforms? Learn how LinkedIn advertising differentiates itself from the pack.

Top-clicked headlines in marketing and advertising: Social media, consumer privacy and novel promotions SmartBriefMarketing and advertising are ever-evolving fields, with practitioners and executives alike working toward social media excellence, plotting a course forward in ...

Amobee launches connected TV advertising data marketplace FierceVideoAmobee is launching a data marketplace for connected TV advertising to provide brands and agencies with access to data for activation across connected TV ...

Gender ad bans set ‘concerning’ precedent, say advertisers Financial TimesThe banning of two supposedly sexist TV advertisements has sparked concern among advertisers and broadcasters that the UK's new rules on avoiding gender ...

WHO statement urging governments to ban tobacco advertising, promotion and sponsorship at international expositions World Health OrganizationAs called for in the WHO Framework Convention on Tobacco Control, Governments must comprehensively enforce bans on tobacco advertising, promotion and ...

Advertising Bans on Gender Stereotypes In U.K. May Have Set A 'Concerning' Precedent, Some Advertisers Say NewsweekThe banning of two commercials on Wednesday in the U.K. that promoted "harmful" gender stereotypes sets a "concerning" precedent, according to some ...

Advertiser Drops Alan Jones Over Jacinda Ardern Comments 10 dailyA major advertiser has dropped shock-jock Alan Jones' 2GB radio program following controversial comments he made about New Zealand Prime Minister ...

'Shooting,' 'Bomb,' 'Trump': Advertisers Blacklist News Stories Online The Wall Street JournalLike many advertisers, Fidelity Investments wants to avoid advertising online near controversial *content*. The Boston-based financial-services company has a ...

A Reality Check On Advertising Relevancy And Personalization ForbesInterest-based advertising in digital has transformed how consumers, brands and publishers interact. Lately however, as frequently happens among the ...

Analytics will enhance relevance of advertising to consumers: Aarti Bharadwaj Exchange4MediaBharadwaj, Vice President, Client Analytics, APAC, Essence, shares insights on data analytics, how brands can leverage from real-time data and more.

Viacom-CBS Merger Could Boost Advertising Ambitions The Wall Street JournalThe merger of CBS Corp. CBS.A -0.13% and Viacom Inc. VIA -0.11% creates a larger media company better positioned to pursue advanced advertising ...

Amazon Advertising: The 2019 Guide Search Engine JournalThe giant has awoken. This is the year that Amazon Advertising begins to really accelerate as a new force in the world of digital advertising, and advertisers are ...

Real Talk With Nada Stirratt, The Face Of Facebook Advertising In North America AdExchangerAs Facebook's VP of global marketing solutions in North America, Nada Stirratt is responsible for overseeing all of Facebook's managed *service* business with ...

Rear windshield advertising will be extremely cost-effective: Onkar Vaidya Exchange4MediaVaidya, Director, Transroute Media Pvt. Ltd, shares insights on the new venture that will go live on August 15 in partnership with Uber.

Amul, Britannia indulge in bitter battle over butter Economic TimesAmul claims others are selling oil in butter cookies; Britannia makes cholesterol jibe.

How to use Amazon advertising’s dynamic bidding feature Search Engine LandDynamic bidding is a feature that Amazon introduced early on in 2019 as a replacement for the original Amazon Bid+ modifier that Advertisers could use within ...

What’s Driving Amazon’s $10 Billion Advertising Business ForbesAmazon's Q2 earnings showed its advertising business is up 37% YOY. How has Amazon, seemingly overnight, created a booming advertising business off the ...

P&O Cruises reviews advertising account CampaignLiveP&O Cruises is reviewing its creative account after five years with Founded, which was appointed to the account in 2014. Five agencies have been shortlisted in ...

Why is Amazon hiring blockchain experts for its advertising division? The DrumA job posting on LinkedIn last week suggested that Amazon has plans to bring blockchain technology into its advertising product. The adtech giant stands to ...

Approved, Not Approved campaign fights "singular narrative" in advertising DezeenSex-toy designers Polly Rodriguez and Alexandra Fine have launched a campaign to raise awareness about the bias selection process of adverts.

Facebook Advertising for Ecommerce: How Content Ads Drive Growth Business 2 CommunityDigital advertising is getting more expensive. The solution is to launch ad campaigns that move shoppers through the sales funnel. You can accomplish this with ...

Advertising Market Scope 2019 : WPP, Omnicom Group, Dentsu Inc., PublicisGroupe Global Banking And Finance ReviewMarket Research Place has added a report, Global Advertising Market Data Survey Report 2019-2025 includes a scrupulous analysis of the Advertising market ...

WeQ INFLUENCERS partners with TikTok to run advertising campaigns for brands Marketing InteractiveThe social marketing agency will provide brands and app developers with exclusive access to native advertising campaigns including TikTok influencers on the ...

Cross Platform and Mobile Advertising Market Dynamics by Top Players: Yahoo! Inc., Facebook, In, Google, Inc., Apple Inc. Insta NewslettersCross Platform and Mobile Advertising Market report offers a comprehensive valuation of the marketplace. It does so via in-depth comprehensions, grateful ...

Amobee Launches Comprehensive Data Marketplace for Connected TV and Cross-Screen Advertising MarTech SeriesAmobee, a global digital advertising technology company, announced the launch of a comprehensive data marketplace for connected TV advertising, providing ...

Pakistan bans advertisements featuring Indian artists - ET BrandEquity ETBrandEquity.comPakistan's electronic media watchdog has banned the airing of advertisements featuring Indian artists as part of the country's protest against India revoking the ...

Lee Jeans is doubling its digital advertising budget DigidayLee Jeans is retooling its relationships with influencers to be more holistic and the company is doubling its digital budget.

Russian authorities find Google in breach of advertising laws over Ali Trade ad FinanceFeedsRussia's FAS concluded that Google LLC violated the Law on Advertising by distributing financial services ads for Ali Trade. The Russian Federal Antimonopoly ...

Advertising veteran S Yesudas launches digital marketing agency Snippet LivemintS Yesudas, former managing director of Dentsu's media agency Vizeum, is all set to launch his own digital marketing agency called Snippet Digital. Along with ...

How TikTok is a readymade platform for targeted advertising Exchange4MediaTikTok is what Gen Z is on. The ByteDance-owned social media app, popular for its short form videos, is a rage for its user-generated quirky song-dance routines ...

Advertising must not be censored by PC zealots ReactionThe recent banning by the Advertising Standards Authority (ASA) of two advertisements under its new rules against “gender stereotyping” marks a further ...

25 years of digital ads and beyond: The Drum Digital Advertising Awards APAC The DrumWhile the first digital ad banner graced computer screens 25 years ago, the Asia Pacific region has adopted digital advertising at varying speeds. Despite this ...

Internet advertising to grow at slowest rate since 2001 dotcom bust The GuardianThe internet is about to lose its mantle as the fastest-growing sector of the global advertising market for the first time in two decades, as brands seeking risk-free ...

Advertising Can Promote Interest in Health-Related Research Physician's WeeklyAug 15, 2019 | HealthDay | 0 |. Advertising Can Promote Interest in Health-Related Research. THURSDAY, Aug. 15, 2019 (HealthDay News) — Advertising ...

Misleading advertisements may land celebrity endorsers in jail LivemintNew Delhi: Manufacturers, *service* providers and celebrity endorsers face fines and jail terms for making misleading claims in advertisements, under the terms of ...

Microsoft acquires e-commerce advertising vendor PromoteIQ Marketing LandPromoteIQ, a leading vendor marketing technology, providing targeted ad capabilities to its customers, has been acquired by Microsoft. It will keep its own ...

Tucker Carlson's Commercial Breaks Tell The Real Story Of His Advertising Problems HuffPostLast year, Fox News' "Tucker Carlson Tonight" would feature more than 30 paid ads. In his Thursday show, there were only 13. Friday, there were just 11 ads.

The terrible truth in advertising The AustralianYoure never too old to learn, or so it is said. Im here to tell you that is a lie. There comes a time in your life when no one is keen to appraise you of anything.

This advertising CEO uses neuroscience to sell you stuff | How I Made It Los Angeles TimesJessica Hawthorne-Castro, 40, is chairwoman and chief executive of Hawthorne Direct, an 85-employee advertising agency that uses “neuromarketing” to ...

Is personalisation an effective advertising strategy? Exchange4MediaPersonalisation in advertising provides consumers with specific *content* that interests them. The *content* is tailor-made to the consumers' liking to garner a high ...

Google and Facebook prey on digital advertising for content by news producers. Fair play? Economic TimesGoogle owns the entire supply-demand chain for ad tech and is structuring it so that publishers don't go anywhere.

Bitcoin is posting biggest weekly decline since November - ET BrandEquity ETBrandEquity.comThe Bloomberg Galaxy Crypto Index has slumped about 12 per cent, only the worst drop in four weeks.

The advertising industry must change its identity model, says Rubicon Project CTO Which-50The advertising ecosystem needs to work collaboratively so independent publishers and app developers can make money online, outside the walls of Google.

From sound to sensory experiences; how 5G will impact advertising ShotsA wave of 5G is about to arrive in the UK, and it will mean a lot of things to a number of different industries. For advertising in particular, there are exciting ...

Learn what works (and what doesn't) in AR/VR advertising at XRDC! GamasutraCreative developers are doing amazing things with AR/VR advertising, and at XRDC in San Francisco this October you'll get a behind-the-scenes look at how ...

Connected advertising: From multi-channel to omnichannel marketing The DrumForget multichannel marketing – today's customers demand more personalised experiences and that cannot exist in a siloed media environment.

Representing the Advertising Rebels Boise State University The Arbiter OnlineFrom our phone screens to posters on a bulletin board, there isn't a day that goes by where ads aren't seen. But what makes them memorable and original?

UK Advertising Watchdog Upholds Complaints Against BitMEX Bitcoin Promotion CoinDeskThe U.K. Advertising Standards Authority (ASA) has upheld complaints over a bitcoin ad placed by crypto derivatives exchange BitMEX (HDR Global Trading).

CBS And Viacom Streaming Assets Offer Potent Blend Of Subscriptions And Advertising DeadlineCBS and Viacom stand to become a bulked-up media player with arguably the industry's most diversified streaming portfolio.

Will ‘Facebook’ branding on Instagram, WhatsApp help advertisers? Marketers have mixed reactions Marketing LandThis is the latest installment of our series focused on the ways social platforms and ad strategies are evolving. Instagram advertisers and businesses on ...

A new attitude: un-stereotyping advertising Business DayThe Unstereotype Alliance challenges companies to ensure their advertising does not stereotype women or reinforce images of them as inferior.

From such Portland advertising and marketing firms as R2C, CMD, eRoi and R\West, 20 years of creativity - Portland Portland Business JournalFaced with a need to promote the city's growing tech base, Portland's creative services sector emerged, big-time, in 1999. Here's a look at some memorable ...

Row continues over Sick Kids bus advertising 'fib' The ScotsmanA row has erupted over the placement of “outdated” advertising still advising parents to take their youngsters to the delayed Sick Kids hospital on the side of ...

Ty Robinson: Medical advertising has changed over the years Northeast Mississippi Daily JournalWarning: Side-effects of this article may cause pondering your advertising and public relations plan, how you feel about social media, how important ...

This Mom's Powerful Photo Captures Why Inclusive Advertising Is So, So Important Yahoo Lifestyle AustraliaCarolyn Kovacs Anderson, a mom who has a daughter with a rare disease that requires her to be in a wheelchair, knows the power of inclusive advertising.

Watch: When Vishal Bhardwaj and Gulzar got together again, this time to create an advertisement Scroll.in'Great things start with simple acts. A fee paid. A photocopy purchased. A pair of shoes bought from savings. Even a one-rupee reward.'

Why gaming will be advertising's next key channel The DrumGaming has been on the radar of advertisers for some time, but it seems to have become a more intriguing prospect in the collective consciousness of the ...

Advertising in apps: Decisions behind those targeted, sometimes invasive ads we see University of Michigan NewsANN ARBOR—Objectionable ad that offends your sensibilities come up in that new app you just bought? Feeling a little violated because an ad for something ...

Report: Product advertising is driving spend growth in search, social, marketplace Search Engine LandOverall, paid search spending increased 10% year over year in the second quarter of 2019 on the Kenshoo platform, the company reported this week. Search ...

Amazon Is Looking to Put Advertising Data on a Blockchain CoinDeskAmazon is seeking to integrate parts of its advertising business with a blockchain. The Seattle-based e-commerce giant is looking for a senior software engineer ...

Discovery offers up local OTT advertising inventory FierceVideoDiscovery Inc. will offer targeted local market streaming video media campaigns by partnering with Gamut for local market OTT inventory ad sales efforts in the ...

A new advertising pitch deck from Disney shows its plan to change how media buyers approach live TV Business InsiderThis story requires our BI Prime membership. To read the full article, simply click here to claim your deal and get access to all exclusive Business Insider PRIME ...

Condé Nast's global restructure binds sales and advertising arms The DrumVogue publisher Condé Nast has initiated a wholesale restructure of its leadership team and organisation structure, leaving it with a more cohesive, global ...

Texas Gun Store Criticized For Advertising 'Back To School' Firearms Sale HuffPostA Houston-area gun store and shooting range has been criticized for advertising a “back to school” firearms sale — less than two weeks after back-to-back mass ...

RevJet Announces Updated Ad Creative Builder for Social and Native Advertising Platforms MarTech SeriesRevJet, the only platform that simplifies digital ad experience management for Fortune 500 marketers, announced the launch of their new Creative Builder for ...

Skye renters warned they face eviction for advertising homes on Airbnb The NationalRENTERS on Skye have been warned against cashing-in by sub-letting their homes to tourists.

Rapid TV News - Amobee launches connected TV, multiscreen advertising data marketplace Rapid TV NewsGlobal digital advertising technology provider Amobee has unveiled what it calls a 'comprehensive' advertising data marketplace providing brands and ...

Microsoft Advertising rolling out experiments A/B testing tool globally Search Engine LandYou will see a new tab in your Microsoft Advertising account soon if you don't already. Experiments is rolling out globally for testing ad copy, landing pages and ...

Cork couple to star in new Aldi advertising campaign TheCork.ie17 August 2019 By Bryan Smyth [email protected] Ruth Meade and Rob Armstrong from Riverstick, Co. Cork have been chosen to star in Aldi's new 'Swap ...

Advertising pretesting done right (Part 1) - Bateleur Brand Planning Bizcommunity.com123 years since Harlow Gale's attempt to measure the relative values of illustrations versus text in print advertising in 1896, advertising pretesting research has ...

Coca-Cola advertisements featuring gay couples create stir in Hungary ABC NewsA Coca Cola advertising campaign titled “Love is Love” promoting LGBTQ tolerance has sparked an uproar in Hungary, with a leading lawmaker from the ruling ...

Advertising Product Manager job with GoNoodle, Inc. | 402541 mediabistro.comAdvertising Product Manager in Other , Experienced (Non-Manager), Product Management, Creative & Design with GoNoodle, Inc.. Apply Today.

Nation Informs Body-Positive Advertisers It Ready To Go Back To Staring At Unattainably Attractive People The OnionNEW YORK—Admitting that the past few years of greater representation had accomplished the goal of making them feel much better about themselves, ...

Is In-App Advertising the Future of Digital? What Mobileby Boris Dzhingarov | Aug 15, 2019 | Latest, Opinion | 0 comments. Is In-App Advertising the Future of Digital? Mobile advertisement, in general, is becoming the ...

Facebook to remove thousands of outdated interest targets for advertising Marketing LandFacebook announced Tuesday that it will be removing thousands of outdated and infrequently used interest targets such as old movie and band names and ...

Mobile Advertising Firm Mobsta Warns Companies Not To Get Left Behind By 5G ForbesThe co-founder of location-based advertising specialists Mobsta Ltd warns businesses not to get left behind with the rollout of 5G.

The Weekend Room: Brands, ads, marketing gimmick that matters to advertisers - ET BrandEquity ETBrandEquity.comThis column is specially curated for advertisers to peek into the minds of the CEOs and CMOs to discern their marketing strategies. The weekend special column ...

jonetta rose barras: Who should decide the future of digital advertising in DC? The DC LineI had gone downtown mostly to run errands. As I was about to head back to my Brightwood neighborhood, I discovered the two signs just inside the overhang ...

As programmatic advertisers get smarter, agencies shake up the trading desk model DigidayAgency trading desks were previously viewed as black-box buys of cheap inventory, whereas now they're more focused on using ad tech to buy quality media.

Amazon Advances in the Digital Advertising Space Market RealistAmazon has also been gradually increasing its revenue exposure to the digital advertising business—and there's huge opportunity in the space.

Arq Group partners with Microsoft Advertising to extend reach and support lead generation for customers Which-50Arq Group, an Australian digital solutions partner, has signed an agreement to join the Microsoft Advertising partner program. Under Arq's small and.

Advertisers Drop Fox News, Tucker Carlson After He Said White Supremacy's A 'Hoax' HuffPostLong John Silver's, SoFi and HelloFresh have joined the more than 20 brands who have stopped advertising with the Fox News show because of the host's rhe...

How the Trump Campaign Used Facebook Ads to Amplify His ‘Invasion’ Claim The New York TimesSome of President Trump's re-election ads have repeated his inflammatory claims about an “invasion” on the southern border — language that is under scrutiny ...

WWE Wants The Rock For Smackdown On Fox, Is Advertising Other Legends UPROXXWWE is reportedly in talks with the Rock about the first episode of Smackdown on Fox as they advertise other legends for the show.

Why Brands Should Not Approach Voice Like Advertising Voicebot.aiFor as long as we can remember, brands have led the conversation. Brands talked and we listened – but now consumers are in control and brands are ...

How Amazon Is Transforming Programmatic Advertising Market RealistOn July 26, the Wall Street Journal first reported Amazon's deal with demand-side platforms the Trade Desk and Dataxu TouchPoint.

An Post has been given approval to hang advertising banners on the front of the GPO despite objections TheJournal.ieAn Post claimed visitor numbers to the GPO had almost halved in the past three years.

Kroger Is Upping Its Advertising Game FortuneNaming creative advertising agency DDB, as the grocer uses technology for a strong omnichannel business—in-store, online, delivery and in-store pickup.

New York Times advertising revenue is expected to decline sharply AdAge.comAnalysts say the decrease in ad revenue was 'a negative surprise,' and the company's stock suffered its worst defeat since 2012.

VMO Wins Advertising Rights To Adelaide's Rundle Place B&TAustralian digital out-of-home agency, VMO has won exclusive advertising rights to Adelaide's premier retail shopping centre, Rundle Place. The win sees VMO ...

Despite scandals, advertisers say YouTube Kids is effective DigidayWhen YouTube Kids launched in 2015, media buyers were intrigued by the opportunity to advertise to kids in a safe environment. Four years later, even with the ...

Facebook's Expanding Search Advertising Motley FoolMore marketers can now place ads in Facebook's search results, but there's a catch.

New ViacomCBS Sees Growth In D2C, Content Production And Advanced Advertising 08/14/2019 MediaPost CommunicationsTouting strength as a bigger traditional TV-media company, the new ViacomCBS now claims the largest TV audience of any TV-media company, as well as $8 ...

Millions are in deep poverty. Meanwhile, Johnson splurges £100m on advertising The GuardianThe Tories can find money for ruinous policies, but not for hungry families, says Guardian columnist Frances Ryan.

Roku Management Talks Advertising, Player Revenue, and More Motley FoolTrying to understand Roku's uncanny growth? Consider these tidbits from the company's second-quarter shareholder letter.

Clive Palmer Spent More On Advertising Than Sportsbet, Telstra And McDonald's Last Year B&TClive Palmer outspent some of Australia's biggest brands in the lead-up to the recent Federal Election. An external consultant's investigation into political ...

Google advertising rebound propels revenues higher Financial TimesSecond-quarter growth quietens fears of slowdown and sends parent Alphabet's shares higher.

Norwin considers advertising on its website Tribune-ReviewNorwin School District may use the popularity of its website to make money from digital advertising. The school board is considering hiring Thought Process ...

NRSC Suspends Twitter Advertising after McConnell’s Account Is Locked Yahoo NewsThe National Republican Senate Committee (NRSC), the Senate GOP's campaign arm, terminated its spending on Twitter advertisements Thursday, expressing ...

Testing Headlines

Advertising Advertising