Now matter what ad you make, the most important thing is the headline.  If your headline does not stop the audience, nothing else inside, on or around the ad matters.

H

Helpful

Deliver value by being helpful.  Make it clear you are giving helpful information.

E

Emotion

Evoke emotion!  The two biggest are pleasure and pain.

A

Ask

Ask questions your target audience wants answered.

D

Do’s & Don’ts

Offer do and don’t lessons in your headlines.

L

Lists

Learn to use lists, features or benefits lists work great.

I

Inspire

Write so that it speaks to your reader desires.

N

Nightmare

Write a headline that would keep the reader up at night think about it.

E

Empathy

Write in a way that shows your readers you understand their problems.

S

Success

Deliver a message that says success to what your services delivers.

“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.” – David Ogilvy

Never stop testing, and your advertising will never stop improving.

Don’t bunt. Aim out of the ball park. Aim for the company of immortals.

Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.

I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

The consumer isn’t a moron; she is your wife.

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