Show the Benefits
You know there's a benefit for customers choosing your product over your competitor's. Putting the benefit(s) right into your headline can immediately capture the reader's attention.
Sample headlines from print ads:
Spread Endorsed by Cardiologists. And Taste Buds.
Print ad for: Promise
We have twice the antioxidant power of orange juice and we help protect your immune system.
Print ad for: Welch's 100% Grape Juice
I've got 60% less fat than regular potato chips and the killer abs to prove it.
Print ad for: Chex Mix
Valvoline SynPower Offers 4X Better Wear Protection Than Mobil 1
Print ad for: Valvoline
Once-monthly Boniva builds bone density to help keep my bones strong and healthy.
Print ad for: Boniva
Less Sugar. Still so good.
Print ad for: Yoplait Kids
My, What Strong Teeth You Have. Orbit Extra Helps Fight Cavities, Strengthens Teeth
Print ad for: Orbit Gum
Use Testimonials
Your headline can be straight from your customer's mouth. Testimonials aren't as popular as other types of headlines but they can be very convincing for a potential customer to keep reading.
Sample headlines from print ads:
"I've relied on Lexol products for 30 years."
Print ad for: Lexol
"I learned about Little Remedies from experience...my cousin's."
Print ad for: Little Remedies
"My Ultra is 9 years old and still looks and works as good as new."
Print ad for: Ultra wet Grinders
"I Use usaa.com to Manage My Accounts Every Day."
Print ad for: USAA
"A '14' on a Scale of One to Ten. It's That Good."
Print ad for: Zon
Create a How-To
Using a how-to headline is found more in newspaper ads these days as opposed to print ads in magazines. Using a how-to headline like, "How to Stop Smoking in 2 Weeks," can give your ad a lot more mileage than, "Quitting Smoking is Hard."
This can be a very easy headline to write if your product is right. These headlines don't have to sound like a how-to instructional book either. They can be creative too.
Sample headlines from print ads:
How to Get Results Super Fast with New Xomax
Print ad for: Xomax
How to Destroy Canada's Ancient Boreal Foreset, in 3 Easy Steps.
Print ad for: Greenpeace
Share the Reasons
Reasons are another quick way you can come up with a good headline. In fact, a headline that states the reasons can help jump-start your entire ad. You state there are so many reasons why your company is this or your product is better than that and then the body of your ad copy backs up those numbered reasons.
Sample headlines from print ads:
Here are 200 Reasons Why Coldwell Banker Properties is #1
Print ad for: Coldwell Banker
The List of Reasons to Use the Body Journal is Endless. But It Starts Here.
Print ad for: Body Journal
6 Ways Chevrolet is Better
Print ad for: Chevrolet Used Cars
Try writing your headline from a variety of these approaches. You don't have to narrow your list all the way down to just one headline.
You can always run an A/B test to see which headline is pulling in more consumers. Run one ad in one magazine with your first headline and change the headline for the second magazine.
An easy way to track your A/B test results is by using a different URL in each of the ads. Create two identical pages you want your customers to visit. Put one URL in one ad and the other in the second ad. That way, you'll know exactly which headline is attracting the most customers and generating the most sales for your company.