Effective Headline to Grab Attention

What is the effective headline to grab attention?  There’s research on headlines or ad headlines, whichever is more effective between ads that precede and highlight the benefits first or ads that precede what to do.

The above research examines 10 types of ad titles for the same offer, ie do a survey, then it can be a prize. Researchers Dr. Flint McGlaughlin from MECLABS Institute. Of the 10 titles, the responses are different, although what is offered is the same. There are more fishing titles to follow his offer, which is to fill the survey.

Are the titles more interesting?

Titles that entice interest are titles that prioritize what the viewer gets first, whereas what to do is delivered later in the title. “Earn money with free surveys”, is more of an interest than “do surveys and earn money”.

The more interesting headline than  “Earn money” is “Earn 2,000,000 Rupiah”. It is more detail version. Then “Free survey” in detail with “only 10 minutes free survey”. So the complete sentence becomes “Get 2.000.000 rupiah with just 10 minutes free survey.”
After Principle 1, All marketing messages should be centered primarily and first on the customer’s behalf. Stress on what they get, rather than what to do.

Headline Task

The purpose of the headline is not to invite to buy. The purpose of headlines is not to encourage customers to act. The goal of the headline grabs its attention to read into the next section, the introduction. Introduction encourages the reader to read the next points. These points encourage the reader to take action.

Therefore the headline does not have the big task to persuade people to buy. Although no problem if the headline does. Headlines task is to attract attention to see further advertising. Why is it no problem for a headline to persuade to buy? Because sometimes it is necessary for Facebook, advertisers can find a market that requires your product, so the invitation to buy it they can receive with pleasure. The call to buy also appeals to them.

In another article about value proposition, including about the features, benefits, and differentiation in advertising that we offer to the customer segment. Segments customers buy because of benefits and differentiation, not because of the features. Feature information can also make them buy, provided they already have a reason that the feature is related to the benefits they expect to solve the problems it faces.

The value proposition is not only beneficial for improving the product but also for the materials of preparing advertisements for customer segments. Ads will contain benefits and differentiation and persuasive language. Since this is an advertisement on Facebook, then the form of advertising consists of headlines, subheadline, images, links or calls to action.

Facebook Ads Post Component

If we didn’t add attention to Facebook ads post component, we can miss something.  I will show you element or component of Facebook ads.

(1) Social information
At the top, there is social information if there happens to be a friend of ours who have clicked the likes on this fanpage. Sometimes there are, sometimes none. This kind of information is a facility for persuasion as well. Humans are more trusting in something if their friends also believe. If any of our friends like the page, especially if our friends have the authority, able to choose a good fanpage, then we will be affected.

(2) Name fanpage
In the picture above, it is the location of the fanpage name. There are names and logos. The name fanpage is always present in every facebook ad. This name and logo also have an important influence in influencing, if the name already has a public perception that it’s a trusted company name.

(3) Text
This text provides more information about what you are advertising. If the ad as in the image above is a poster, this text is not the first concern. But because this is on Facebook, where people are accustomed to reading the status of people on the newsfeed, this text is often the first thing seen after the name fanpage.

(4) Images or videos
This is the location for pictures and videos. Here is a place to be filled with images or videos that inspire the customer segment to do what you want next, maybe it’s a click to the website, ask in the comment box, push button like and so on.

(5) Headline
This section appears only for link ads, video ads, carousel, and canvas. Image ads did not get this facility. Sometimes people see this part first. This section invites the residents to learn more about advertising messages, to the benefits of the products described in the text and images down to the click basket, click the comment to ask or click the inbox.

(6) Sub Headline
This is a brief description of the headline. Subheadline is in link ads, videos, and carousel. Canvas and images do not have subheadline elements.

(7) Call to Action
Call to action is behavior desired by advertiser after viewing and reading headline text, text, picture or video text. There are various action button options. Shop now (shopping), apply now, book now, contact us, download, learn more, request time, see a menu, Sign up (registration), Watch more (watch more).
The Facebook ad elements are filled with persuasive image words. What are persuasive words and images? In chapter one I have discussed the persuasion process of attracting attention, generating interest in the benefits that need to be obtained and the need or problems that need to be addressed. Next, we show that we have a solution to our needs, and that solution is more relevant and good than others. Lastly, deliver what needs to be done.
The process of persuasion is provided by Facebook. Draw attention can be done on the image and headline, subheadline. For example, this young man can umroh from selling. Furthermore, the text that contains 250 characters to arouse interest and desire. For example, this young man went umroh from 2 years selling Peanut sauce seasoning. You can also do.to How to click here. That’s not the rule, in headlines and images can also encourage interest and desThe headline that attract attention just for example: Achieve bonus umroh by selling peanut sauce.
Then a button is provided to take action. The action can click on a website basket link, WhatsApp links, links to fill out forms and links to contact via facebook messenger.

Call to Action Advertising – easy but Important

In face to face communication, we often assume that communicator is not exposed himself. That is because the audience knows how to call again. But in social media advertising, it is different. We need to show how to contact us when they have the interest to follow our offer. Especially, in hard selling advertising style.

Once audiences are raised in interest, do not forget to give a call to action. Call to action provides clarity and increases the number of people who perform rather than without orders. For example, without a command, it is still possible they contact you through the inbox, but will be more optimal if there is a direct command to act.

On Facebook, we can give a call to action in the text box at the end of the description, by providing a link associated with WhatsApp us. Let’s say this:
New, Find a collection of cool shirts that show your interests.
Visit directly at our store [store address]
Buy now, too
Fast respond
Contact
Whatsapp: 081xxxxxx
Line:
Website: namadomain.com

In the example above, the action command lies in “buy now, fast respond, contact, Whatsapp”.

There is a way to make it easy for viewers to contact us via WhatsApp, that is with WhatsApp link, so viewers do not need to write our number. The trick is to modify this link, there is a number that is replaced with our WhatsApp number. https://api.whatsapp.com/send?phone=6281xxxxxx replace 6281xxxx with your WhatsApp number. Figures 62 it does not need to be given a plus, not +62, enough 62.

If our WhatsApp number is 08123456789 then WhatsApp link we are https://api.whatsapp.com/send?phone=628123456789. So when there is a viewer who clicks that button, go directly to the chat WhatsApp our number, without having to write our number.
If the link above is too complicated, uncomfortable, it can be shortened with short links like bitly.com and goo.gl. How to register first at bitly.com

Objection Handling in Advertising

Usually, when reading advertisements people have frames in mind, that the ads must be prominent-unimportant of himself. Consider himself number one. In the old days, ketchup ads say that their products are number one.

Typing the one-sided statement was the appearance of many ads, including ketchup ads, a viewer’s critical attitude to the ad. More in the era of the explosion of advertising in mass media and social media era. The presence of advertisements is treated as a nuisance, and ad statements are responded with a ready attitude to deny super claims and feel the best of the advertised product. All the soy sauce tasted number one. Viewers so feel critical thinking, which may be all the number one ketchup.

Ads use news value too, such as actuality, personal acquaintance, closeness, humor, unique images, and attention. For facebook advertising, All this builds an informative and entertaining atmosphere and viewers do not feel instigated to buy the goods on offer. Audience resistance and the critical attitude are relaxed. It is two tricks to create mood relax that reduce objection. Usually, people call it soft selling. Soft selling have function to obljection handling.

Equalizes position

Equating their position with your position includes building closeness. Suppose, by saying, you are not alone, I am also, our fate is the same. So that they do not feel their problem is a disgrace. He also feels the advertiser is concerned with the problems he is feeling.

Talking about their problem

Talking about the problems they feel will attract attention. Moreover, the problem is annoying, they fear. It will be their daily attention and if they find the same problem and also the solution, they will experience the same will bring closure. That experience can be a similar problem, the experience of one group of religions, one Suppose it bothered to dry clothes during the rainy season. It was a close and compelling conversation.

The ad exploited fears include social embarrassment, loss of property, loss of social status and honor, loss of business reputation, loss of confidence, worries about his state of mind, loneliness, stress, moral pressure, family and office relationships pressing, the fall of business confidence.

Calling issues that are the same as their problems make their hearts beat and watch.