“The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.” — Morris Hite
Every day a business entity goes out of business! Why? Very often it is because of a lack of new patients. So, how do you attract more patients? You advertise! But what if you do advertise; yet, your ad doesn’t attract a single call? If you want to attract more patients, your message MUST grab their curiosity and pull them in! So how do you do that? First, you write a compelling headline!
The power that a well-written headline adds to your advertising is immense! The study of the effectiveness of headlines is a principle component of all advertising and marketing education!
But why is a headline so important? According to a 2014 article in The New Yorker Magazine, author Maria Konnikova writes that “a headline determines how many people will read a piece, particularly in this era of social media. But, more interesting, a headline changes the way people read an article and the way they remember it. The headline frames the rest of the experience. A headline can tell you what kind of article you’re about to read—news, opinion, research —and it sets the tone for what follows.
Psychologists have long known that first impressions do matter—what we see, hear, feel, or experience in our first encounter with something colors how we process the rest of it. Advertising messages such as print ads and articles are no exception.
Just as people can manage the impression that they make through their choice of attire, so, too, can the crafting of the headline subtly shift the perception of the text that follows. By drawing attention to certain details or facts, a headline can affect what existing knowledge is activated in your head. By its choice of phrasing, a headline can influence your mindset as you read so that you later recall details that coincide with what you were expecting. ”
As you can see, the way you present your chiropractic services, benefits, incentives and offers set-the-tone for experience the reader can expect! Additionally and pragmatically, if your ad doesn’t grab the attention of all prospective patients reading the same ad immediately (which may be right next to your biggest competitor’s ad), your ad becomes invisible, impotent, and you wasted your advertising budget!
According to marketing legend, David Ogilvy, “Write great headlines and you’ll have successfully invested 80% of your [advertising] money. Further, on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Continue reading Powerful Headlines Equal Advertising Success!