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.
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.