Writing Advertising
If content is king, the headline is queen. And queen trumps king! From observation readers will retweet based on a headline alone. Especially if they know you. Statistics show that eight out of 10 check out the headline, but only two out of 10 read on. In a Jockey® underwear sale print ad, the graphics included close-up of heads of three horses and their jockeys in a close horse race. Our headline:
“You’ve got a good bet riding on Jockey® brand men’s underwear sale at Macy’s”
leads to the body copy:
“It’s a sure bet. Put your money on Jockey® brand men’s underwear to “win” and bring home a first-place refund of $10. Purchase any combination of the Classic Brief, the Midway, Boxers, or Power Knit T-shirts. Make a minimum purchase of $50 and you’re off and running toward a $10 refund. So get on the right track and head to Macy’s for the annual Jockey® brand men’s underwear sale. The race is on in Men’s Underwear, all stores.”
As with articles, advertising is viewed on mobile devices. Mobile users scan fast and are unforgiving. Extraneous words and phrases are annoying. Lightning-fast scanning calls for less words and less filler. Be quick or get the “click.”