With holidays just around the corner, many businesses are scrambling to get the next best deal out there in the open. Customers, old and new, get bombarded with emails and flyers and marketing material in the mail. With so much competition, how does one stand out?
Flyers still remain one of the most cost effective ways to get the word out to a large group of people. Apart from a killer design, how do you ensure that your flyer actually gets read? You can increase the likelihood of effectively communicating your offer with a powerful headline.
Give your headlines edge by following these simple yet proven formulas:
- USE WORD PLAY
Using word play and puns in headlines are very catchy. A good pun can make your reader look twice, and perhaps read on. Some people don’t like puns because they’re badly written. Clever puns make an impact and make the product memorable in the process. Take these examples:
- “You’re broke, we’ll fix it.” (loan company)
- “Temptation on every level” (department store)
- STATE THE SELLING POINT
What is your product’s best selling point? Stating the benefit in your headline informs your reader of what you have to offer, even if they do not read the rest of your flyer. This formula is fairly easy if you know how your product or service can best benefit your customers. If this poses a challenge, then you should get to know your product a lot more.
- “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” (Domino’s Pizza)
- “Widest selection of (product) in the city!”
- KEEP IT SIMPLE AND DIRECT
If you have a strong offer, it’s best to use this formula. It’s a no fuss headline that grabs attention because it jumps out from the page. This formula also works well if you have an offer that you know is unique to your industry, or a promotion that you know beats your competition.
- “30% off on ALL products until (date).”
- “Buy 1, Get 2 while supplies last.”
- DECLARE EXCITING NEWS
Presenting your offer in a manner that suggests news appeals to the curiosity of your readers. Your offer or product doesn’t need to be groundbreaking or new; it just has to appear as news to your audience. You can also announce a special sale or the celebration of a milestone. Create excitement with your headline by using the words “Introducing,” “Finally,” “Announcing,” or “At last.”
- “Finally, a Caribbean cruise as good as its brochure.” (Norwegian American Line)
- “Introducing: The newest idea in cross-training.’ (NordicTrack)
- TEASE WITH “HOW-TO”
This formula appeals to the innate need to know. This type of headline carries the promise of answers, solutions, or useful advice– you just need to make sure that the question is phrased so that it highlights the benefits of your offer for your potential customer.
- “How to get 6-pack abs in one month.”
- “How to quit smoking in 30 days or less.”
Keep practicing writing several headlines. Think of your core message and try to apply these formulas and see which gives the most edge. Watch out for Part 2 for more headline formulas for your next flyer.
