Writing effective headlines is key to effective marketing. Headlines are used on Internet websites, online classified ads, ezine ads, even on banner ads.

• 7 seconds: Grab 'em or lose 'em!

  When you get a brochure in the mail, if it doesn't have an effective headline that immediately grabs your attention and/or invokes your curiosity, you toss it in the trash.

  The same holds true on the web.

  Websites: Once your webpage is loaded, you've got about 7 seconds to capture your prospect's attention. That's it, just 7 seconds. Grab 'em or lose 'em. Your webpage should have an effective headline and compelling copy which immediately grabs their attention. Otherwise, they'll be clicking their browser's BACK button.

  Classified Ads & Ezine Ads: If your ezine ad, or online classified ad does not have an attention grabbing headline, the reader will scroll right past your ad. In most cases, you have even less than 7 seconds to grab their attention. If someone is quickly scrolling through an ezine issue, they may only look at your headline for 1 to 2 seconds.

• Target Your Headline

  Your headline, as well as your entire ad, should be adjusted for your target audience. If you are running the same ad in two different ezines, which are mailed to two different target audiences, you may want to slightly adjust your headline and ad copy for each target audience.

Your headline does not have to tell your story, or mention your product/service. The job of your headline is to get your readers attention, so they will read the rest of your ad (or webpage).

Tips and guidelines for writing your ads...

• Your Ad's Goal: Go for the click

  Your ad has one job: To get the reader to click to your website. That's it. From there, your website will do the selling job. It's not necessary for your ad to list your product name, features, price, or anything else. (although you could if you want) In fact, it really doesn't matter what your ad says, as long as it gets the reader to your site!

• Get "Above the Noise"

  Every day we are exposed to dozens, sometimes hundreds, of ads as we watch television, drive our car, go to the store or to the mall, go to a public place... or just about anything we might do. Advertising agencies and PR firms refer to this continual steam of advertising as "noise."

  The challenge for the ad agencies and PR firms is to "get above the noise." That is, to create ads for their clients that stand out above the noise level. Ads that stand out from all the other ads. Ads that are above the noise. When watching television, or reading a magazine or newspaper, it is quite obvious which ads are able to get above the noise.

  With all of this continual exposure to advertising, it's no wonder we have developed an "immunity" to advertising. We only really notice the ads that are able to punch through the noise. Especially on the Internet. It's gotten to the point where surfers don't even see the banner ads any more. They look right past them. There are some banner ads however that get seen more than all the others.

  When developing your ads, it's important for you to understand the concept of getting above the noise. Some industry categories have more advertising than others, and a different level of viewer immunity. But generally speaking, it is important that you use effective headlines and ad copy so that your ads are seen, or rather, "noticed."

• Determine your target audience

  Review the ezine or classified website where your ad will be placed, and determine who the target audience is. Now write your ad for that target audience.

• Become Your Customer

  When writing your ad, you have to remove yourself mentally from being the merchant. Imagine you are your target customer. Think like them. Then read the ad, as if you were the customer.

  Did the headline grab you? Or is it no different than every other headline you've seen this week? Did the headline at least make you want to begin reading the ad copy?

  Next, read the ad copy, and determine if it would get you to click to the site. Also take a look at the ad copy, and the ad as a whole. Was it a good ad? Was it credible? Was there too much hype? Did you get offended or turned off by anything in the ad? Does the URL indicate the website hosted by a free service? If so, does that prevent you from clicking to the site?

• 7 seconds: Grab 'em or lose 'em!

  In the HEADLINES section of this webpage, we covered this topic. You have 7 seconds (or less!) to get your readers attention, or they'll move on. Even if your headline does the trick and motivates the reader to read your ad copy, the ad copy must do it's job effectively. It cannot lose them.

• Use Power Words & Phrases

  Both your headline and your ad copy should incorporate power words and phrases.

• A.I.D.A.

  A.I.D.A. stands for: Attention, Interest, Desire, and Action. These are the critical elements of a successful ad.

  Attention: First you must get your customer's attention. You can do this with an effective ad headline.

  Interest: Next get your reader interested in your product. Good text copy in an advertisement can do the trick.

  Desire: Next build desire for your product. Tell your customer how your product will benefit them or affect their lives.

  Action: Finally, ask your customers to take action. Ask them to click a hotlink to your website, or to call your toll-free order line, or get more info by calling a pre-recorded message or sending a request in the mail.

• 2-Step Response

  Don't expect to get an order directly from your classified ad. You need to "two-step" them to your website, then let your website do the real selling.

• Look at Other Ads that are Working

  Before writing your ad, review other ads in your industry, including your competitors' ads. Determine which of these ads are successful. (most likely, an ad which you see repeated over and over is pulling well; also, you may be able to assume that if one of your competitors is highly successful then their ads are pulling well).

  Finally, consider incorporating elements of these successful ads into your own ad.

• Consider Hiring an Expert

  If you don't feel confident in writing your own ads and headlines, you can always hire an expert. The price you pay for this service will come back to you again and again in increased business.

Once you've written your ad, it's time to try it out. Do not expect to create a winner the first time around. Even the marketing pros require several rounds of trial and error before they find what works best.