Your headline, or the first three to five words in your small classified ads, will make or break your advertising campaign. If you don't capture the attention of your reader with your headline, anything beyond is useless effort and wasted money.

     Successful headlines are often written as promises, either implied or direct. The former promises to show you how to save money, make money, or attain a desired goal. The latter is a warning against something undesirable. In other words… I promise to show you how to feel good about yourself (a pleasure) or I promise to show you how to keep yourself from getting in a wreck, losing money, and making a fool out of yourself (a pain).

     A PROMISE: Sell Your Home in 90 Days or Less–Guaranteed!

     A WARNING: 7 Reasons Most Homes Don't Sell for Top $$!

     Headlines that ask a question are also powerful. They seem to attract the reader's attention almost as surely as a moth is drawn to a flame. Once he's seen the question, he just can't seem to keep himself from reading the rest of the ad to find out the answer.

     The best headline questions are those that challenge the reader; that involve his self-esteem, and do not allow him to dismiss your question with a simple yes or no. For example:

Find out. Visit www.yourname.com Now.

     "You'll be the envy of your friends" is another appeal to incorporate into your headline whenever appropriate. This appeal works because everyone wants to be well thought of, and consequently, will read into the body of your ad to find out how she can gain the respect and accolades of her friends.

     Wherever and whenever possible, use colloquialisms that are not usually found in advertisements. The idea is to shock or shake the reader out of his reverie and cause him to take notice of your ad. Most of the headlines you see day in and day out, have a certain sameness with just the words rearranged. The reader may see these headlines with his eyes, but his
brain fails to focus on any of them because there's nothing different or out of the ordinary to arrest his attention. And if you don't capture your reader's attention… the game is over before it even had a chance to begin.

     Example: Is your home HAUNTED? Is the ghost of 1970 style real estate marketing preventing your home from selling? Find out before it's to late.

     "How To" headlines have a very strong basic appeal.

     "Who Else wants to know" is another approach with a very strong reader appeal. The psychology here being the need of everyone to belong to a group - complete with status and prestige motivations.

     Whenever, and as often as you can possibly work it in, you should use the word "you" in your headline, and throughout your copy. After all, your ad should be directed to "one" person, and the person reading your ad wants to feel that you're talking to him personally, not everyone who lives on his street.

     Personalize, and be specific! You can throw the teachings of your English teachers out the window, and the rules of "third person, singular" or whatever else tends to inhibit your writing. Whenever you sit down to write advertising copy intended to generate leads… you should picture yourself in a one-on-one situation and "talk" to your reader just as if you sitting across from him at your dining room table. Say what you mean, and sell HER on the value of your offering. Be specific and ask her if these are the things that bother her - are these the things she wants - and she's the one you want to provide a solution for.

Happy Selling!

Brandon Patrick

Dean of Students

Real Estate Toolbox University