November 28, 2017
You know what a bad ad is. Anyone can spot it from miles away. It’s cringe-worthy. Every time you see it, you can taste the bile rising at the back of your throat. If…
You know what a bad ad is.
Anyone can spot it from miles away.
It’s cringe-worthy. Every time you see it, you can taste the bile rising at the back of your throat.
If you’re on Google, you’ll close the tab. On Facebook, you’ll scroll down. On TV, either you’ll switch the channel or turn it off.
If people can spot bad ads and react poorly to it, why do businesses still churn out bad ads like it’s supposed to be an acquired taste?
That’s because they haven’t heard of the HEAT Method:
Headlines are your lifeline. Treat it as such.
When writing headlines, always ask yourself: “If I’m in a headline writing contest with $1,000,000 as a prize, will this ad make me a millionaire?” This kind of mindset helps you bring out the best in you, which you’ll need because headlines are everything. If you’re going to create an ad with a boring headline, then don’t create an ad at all.
Boring headlines tend to get lost in the wilderness, wasting the money, time, and effort spent in the ad. It won’t get noticed. It won’t get clicked. No visitors will come. No conversion will happen. No sale will be made.
There are a number of ways to make a headline that will push people to click on. But the best way to do this is to use a headline analyzer. Headline analyzers provide quick feedback for you to know whether your headlines are working or not. The headline of this article has an above average score of 72, and an impressive score of 82, which means this headline will get clicked on more often than not.
The headline analyzer gives great insights and tips on how to create ads which will rate high on their grading system, ensuring your ad headlines will always be on the right track.
Because you’ve created a high-grade headline that people will click on, you’re making it easy for users to proceed to the next step: reading the first line.
The first line’s main goal is to move the readers to the second line. That’s it.
That’s why you have to engage readers on the first line. The first line should be a smooth transition from the headline, it should hold the momentum of interest. Make them think.
There are many ways to do this, you can either:
Give them a solid number:
Or ask them a thought-provoking question:
The tactics may vary, but the essence remains the same: engage the reader on the first line so you can proceed to the second line.
The second line is where you hit the proverbial nail in the coffin. Because online ads typically have limited space, you usually only have a second line to make your case and get readers to act in your favor.
Agitation in ads means you’re going to make them confront an uncomfortable truth or a desirable future. You let them feel emotions. You make them wonder about possibilities. This is the role of the second line: you get people to finally act.
How do you agitate?
A dieting ad might say:
A UFC training ad might say:
An antiperspirant ad might say:
These second lines have all the essentials: It hits the readers’ main pain point – insecurity while offering a future where the insecurity will be conveniently eliminated. The second line ends with a push to act. In marketing and advertising, the last part of the second line is called “Call to Action”.
Always end with a Call to Action.
The headlines, the first line, the second line, and the Call to Action wouldn’t matter if the user can’t relate to them.
When writing ads, empathy is the strongest weapon. Put yourself in their shoes.
How do they feel?
How do they see things?
How would they react?
What words do they use to describe their issues?
These questions allow insights that you would have overlooked if you thought mere writing techniques are enough to create better ads. These insights will allow you to resonate and connect with the user, which helps a lot especially when it comes to brand loyalty.
To get the full benefit of an ad, talk like your customer. There are a lot of ways to do this. You can check their reviews and examine their language on popular sites like Yelp or on popular forums like Reddit or Quora.
But the best way to empathize with your customer is to call them on their phones or meet them face to face. Ask questions. Hear their problems and experience their emotions up close.
Only then you can tell yourself that you can now write better ads.
Master the HEAT Method and you’re on your way to ads that actually rake in the money.
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