September 2007

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Chiro Biz Quiz: Write headlines that produce

Write headlines that produce
By Marc H. Sencer, MD

Many entrepreneurial doctors write their own advertisements. But writing effective ads requires more than just putting a few words together.

It takes knowledge of the audience, what is important to them, and how to translate features into benefits for them.

And it requires writing an eye-catching headline.

Even if you hire someone to do this work, you should know the basics of headline writing so you can evaluate the job your ad writers are doing and give them feedback. Today’s quiz will help.

Which of the following statements about advertising headlines are true?

A. The principles of headline writing apply to print ads and other media as well.
B. The single most important quality of a good headline is for it to generate reader interest.
C. A good headline should send the message of the entire piece in just a few words.
D. You should avoid headlines that tell a story.
E. A news headline is one of the oldest and most effective techniques in advertising.

When it comes to writing headlines, all of the above are true except “D.”

“A” is true. The principles of good headline writing apply not only to print media, but also to television and radio, where the headline may take the form of a voice-over or actual video.

The basics can be applied to all types of advertising. A cable TV spot opens with a mother getting her kids ready for school. The camera zooms in and she says, “Thank you, Dr. Smith, for giving me back my family!”

An ad for a personal injury practice begins with a soundtrack of two cars skidding and colliding. These are examples of video and audio “headlines” that entice the viewer and make him want to stay for the next part of the commercial. 

“B” is also true. The headline should suggest you have something patients need, and more importantly, something they want.

It is a

Fill an emotional need and you have a winning headline.

“C” is true as well. Write a headline as if your entire message were being sent to a prospective patient with just the headline and no other copy.

This often turns out to be the case, because if the headline doesn’t grab the reader, the ad won’t be read.

If you want patients to know you are one of five in the country using XYZ treatment, put it in the headline. Don’t assume they will read it in the copy. Be sure, though, you are aiming at an audience looking for XYZ treatment. If not, you will have to create a need and a desire for it in the headline.

“D” is false. Some of the most effective and well-studied headlines in advertising are story headlines.

“How I learned to stop my migraines” is one example of a story headline that could generate many headache patients. The headline promises a story the reader has a personal interest in, and motivates her to read on.

Make sure you fulfill that promise in the body copy. Compare the headline above with this less effective one: “How to stop a migraine.”

“E” is true. News headlines have been around since ancient times. When combined with personal interest, they are among the most effective types of advertising copy.

News headlines typically begin with words such as “announcing,” “introducing,” or “now,” or take the form of an actual news release. They are meant to create a sense of urgency. For this reason, news headlines are particularly effective when combined with a direct response promotion.

Marc H. Sencer, MD, is the president and founder of MDs for DCs, which provides intensive one-on-one training, medical staffing, and ongoing practice management support to chiropractic integrated practices. He can be reached at 800-916-1462 or www.mdsfordcs.com.

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