Baiting the Hook
Article by: Doug Perry
Statistically, 75% of people read headlines, but only 25% keep reading an article! Why? If the headline doesn't grab your attention, surely there won't be anything worth while in the rest of the story. Right?
Your headline has to be powerful enough to get the reader's attention (that's the "hook"), and the first couple of sentences must tell them "who, what, where, when, why and how" to keep their interest. The rest of your article will give them the details. Make sure all of your advertisements have a great hook!
When you do a search on the internet or browse through the classified section of your newspaper for a particular subject, chances are you will get hundreds or even thousands of choices. So you start checking the headlines out one by one, and what do you do? The ones that have a dynamic headline are most likely going to keep your attention so you will read these print ads or go to their site and find out what they have to offer. If the first paragraph gives you an indication that this ad, article or web site has the information you are seeking, the advertisers have done their job well. Having a hook that really grabs your audience is the mark of a well thought out ad that will work!
Whether you buy them or not, the tabloids at your local super market certainly know how to grab your attention. They are experts at it! How often are you really curious just because the headline is so intriguing, or as we all know, so ridiculous that you wanted to know more? They are experts at creating a hook for an advertisement.
Five Simple Steps:
Follow these simple steps to develop a great hook for your headline and structure an ad that gets results:
This information is not just for the internet. All print media (newspapers, magazines, trade journals, classified ads, etc.) should be written to attract your reader and give them the information they need.
If your article doesn't pull the response you want, write another one. Don't give up! They say that when you meet a successful person, you have met someone who has failed more than anyone else. This is because they didn't quit trying. They kept plugging away until they got it right. It is much the same way for writing great ads. If your first try doesn't give you the results you were hoping for, write another ad. You will soon get the hang of it and be able to write great ads that pull a good response every time.
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For content reproduction or advertising information, contact Doug Perry at 800-398-0504.