Anyone in marketing had better know the power, importance and art of a well-written headline.
If you don't know how to write proper adverting copy, than notwithstanding your desire to learn how to advertise on billboards, I definitely recommend you read this book ASAP: Click Here
A headline should do a few things, including:
- Get the reader's attention for the stuff
- Generate curiosity for the stuff
- Communicate value of the stuff
Just like a professional model in a DMV, not everything of value can be leveraged at any time and place. While a headline works well for magazines, newspapers and websites, they may not be nearly as effective for billboards in the way they are traditionally leveraged for print advertising.
Two-thirds of the purpose of a headline is to generate curiosity and attention. Doesn't a billboard already accomplish that in and of itself? I mean, you don't drive down I-95 or the AC Expressway and not see a billboard. If anything, you see it and read it very quickly without even thinking.
So with this in mind, should a billboard focus on generating curiosity or attention? No, and the reason is because on a billboard there is no additional place you are trying to drive them besides making a sale whereas a traditional headline should be focused on driving people to the body of the content which is where a sale is made. A billboard has already gotten people's attention, and should therefore skip directly to the value/differentiation of the offering. If you are wondering how to advertise on billboards, you must realize that the rules of traditional print advertising you may be use to do not apply.
How to Advertise on Billboards
Now, I am not telling you not to use a headline for your billboard. Instead, I am simply saying that you must throw away the rules of constructing a highly powerful conversion friendly headline. In other words, do one of the following:
- Create a headline with a high value proposition (always written in first person present tense): "We get small businesses more customers." "We sell your home for more." "You buy the freshest fruit from us."
- Create a bulleted/numbered list (no more than 3) that communicates value and/or differentiation:
- 1000 satisfied clients
- Open 24 hours
- Money-back guarantee
Good luck to you.Don't compete — DOMINATE.
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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.