Many moons ago, one of the sharpest copywriters in the world wanted to drum up business for his ad agency.
What did he do?
He created a massive, two-page advertising spread of 100 headlines he handpicked as the most instructive ever written.
The copywriter was Victor Schwab and the timeless compilation of headlines and thumbnail analyses he put together are a must for anyone serious about creating great headlines.
It’s worth reading theses headlines in their original layout, so after you’ve scanned the scrumptious headlines below, you can print out the ad to keep on your desk for quick reference.
100 Good Advertising Headlines (1-megabyte PDF) This is a 3,000+ word ad, so if you choose to print it out, you’ll need larger paper or just use the magnifier in your PDF Reader.
1. THE SECRET OF MAKING PEOPLE LIKE YOU
Almost $500,000 was spent profitably to run keyed ads displaying this headline. It drew many hundreds of thousands of readers into the body matter of a “people-mover” advertisement — one which, by itself, built a big business. Pretty irresistible, isn’t it?
2. A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR
A sizable appropriation was spent successfully in farm magazines on this ad. Sometimes the negative idea of offsetting, reducing, or eliminating the “risk of loss” is even more attractive to the reader than the “prospect of gain.”
As the great business executive Chauncey Depew once said, “I would not stay up all of one night to make $100; but I would stay up all of seven nights to keep from losing it.” As Walter Norvath says in Six Successful Selling Techniques, “People will fight much harder to avoid losing something they already own than to gain something of greater value that they do not own.” It is also true that they have the feeling that losses and waste can often be more easily retrieved than new profits can be gained.
What farmer could pass up reading the copy under such a headline — to find out: “What was the mistake? Why was it ‘little’? Am I making it? If it cost a farmer a loss of $3,000 a year, maybe it’s costing me a lot more? Perhaps the copy will also tell me about other mistakes I might be making.” [Read more…] about 100 Good Advertising Headlines (by Victor Schwab)