This morning on the back of the Metro Newspaper was an advert for an equity firm. The headline of the ad read: Your Security Is Our Priority.
I honestly felt it was for a security firm. Being a security marketing expert, I was interested in seeing which security firm was advertising.
I was surprised to find out it was an ad for an equity firm.
This is a classic case of the use of cute but irrelevant information in advertising.
Your headline is the most important part of your advert. If your headline is unambiguous, at best it will confused your readers, in the worst case scenario, your message will not appeal to your target market.
The majority of people seeing a headline with security will automatically presume such headline is for security related products or personnel.
If you run a small business and you intend on placing an ad in the newspaper or any other medium, you need to understand that you have just a few seconds to capture the attention of your target market.
Writing a cute and confusing headline that does not immediately speak to your target market is a waste of your marketing resources.
Your headline must be direct, specific, benefit oriented and speaks directly to your target market
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