Copywriters put every word that one finds in an ad, whether it is a headline or the body copy or the fine print at the bottom. Copy has three major components — the headlines, the body copy and the slogans.We shall consider headlines here.

Headlines

As the name indicates, it is the line that appears as heading in an ad copy. It is a dominant line which appears in bigger typography than the rest of the copy. Though generally it appears at the top of the ad, there are no hard and fast rules about its placement. It can run across the ad in the centre, or diagonally or even at the bottom. Though headlines are economical in the use of words, it is still the most important part of the copy. It is an invitation to people to read the ad. Maybe, many people may ignore the rest of the ad, but they do see the headline and the message they receive is exclusively from the headline. Headline may be supported by sub-heads or secondary headlines to move the reader from the headline to the body copy.

Types of Headlines

Copywriters use a wide variety of headlines, each functionally different from one another.

News Headlines

These convey some new information. It can be an announcement of sales promotion scheme or a new location of a retail outlet or discounted prices. It is a very common head-line, as it conveys the changes to the customers. In local media, such ads generally come from the retailers.

Benefit Headlines

It states the key customer benefit. Dove is the soap with 1/4th moisturizing cream to keep the skin soft and glowing.

Emotional Headlines

It represents the emotional appeal. ‘Mamta Ki Kausauti Par Khara ‘ is Dalda’s endorsement by mother who are careful about the nutritional value of the cooking medium for their loved ones. It is an emotional appeal.

Off-beat and Curiosity Headlines

We can divert traffic to our ads by using humour, wordplay and mystery. Lactocalamine lotion and skinnocence is wordplay.  Kuchh paney ke liye,  kuchh dhona bhi padta hain  where a husband is shown washing clothes, is an example of hunour. American diamonds are construed as real diamonds — this is curious.

Directive Headlines

These headlines direct the readers to do something. These motivate to action. These headlines are hard-sell. They can be loud or subtle.Open a saving bank account is a loud directive headline. Feel the experience at Shoppers Stop is a subtle directive.

Hornblowing Headlines

These headlines are ‘We are the greatest’ or ‘ we are the best ‘ type. They sound arrogant. These ads show a superiority unrelated to the customer’s needs. Perhaps, the customers feel you lack honesty. Some headlines blow the company’s horn, but also convey an important consumer benefit.

Slogan or Logo Headlines

Some headlines are catchy slogans or depict a company logo.  ‘There are certain things in the life which are priceless. For everything else, there is MasterCard.’ Such headlines vibe well with the readers’ emotions. Logo headlines generate awareness about the company and build the brand. Logos must have a link with the product or else they do not succeed.

Headlines become more effective when supported by appropriate graphics.