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Read through a newspaper and ask yourself, "What is it that draws me into reading a particular article?"
You may never consciously realise it, but it's the headline that causes you to keep reading or to move on to another story or news item.
While reading magazines, books, newsletters and other information, your mind automatically filters out all information that's not relevant to you and most of the time you don't even realise it. But at the same time, you are automatically drawn to information that's relevant and appealing. You are drawn in or drawn away by the headline.
This same principle applies to advertising. Prospects scan headlines and will only be drawn to ads that offer a powerful benefit in the headline. If you're in tune with your prospects desires and emotions, and you clearly and powerfully offer to fulfil their needs in your ads headline, you'll then bypass their mental filtering systems and get their full attention.