Ad Headline Formulas That Actually Convert Clicks
An ad headline decides whether anyone reads the rest of your copy. These formulas give you a fast starting point and the reasons they keep working.
The fastest copy editing checklist is also the shortest. Read once to judge meaning, then again to judge structure. The small stuff waits for a final pass, because you cannot weigh all of it at once.
I learned this the hard way. I used to fix commas while the argument still had holes, then rewrite the middle and undo every comma I had touched. Three separate passes cost less than one confused pass.
Keep the list on a sticky note. If it needs a spreadsheet to hold it, it is too long to use when you are tired and want to be done.
First pass, do not change a word. Read for what the piece promises and whether it delivers. If the opening claims to solve a problem the body never addresses, no amount of polish will save it.
Ask one question here. Does the reader get what was promised? If the answer is no, stop editing. You have writing to do, not tidying.
Mark the spot where your attention drifted. That spot is usually where the piece lost its point, not where the prose got clumsy.
Now move whole paragraphs. The strongest point often hides in the middle, where readers stop. Pull it up and let it lead.
Cut anything that repeats a point you already made. Repetition feels safe to a writer and boring to a reader.
Good editing removes what the reader would not miss and keeps what they would.
Only now do you touch words. Replace weak verbs with strong ones. Cut adverbs that prop up a verb you chose poorly.
Read each sentence and ask if it can lose a word without losing meaning. Most can. 'In order to' becomes 'to'. 'At this point in time' becomes 'now'.
Straighten quotes here too. Fix curly punctuation so the text matches the rest of your house style.
An ad headline decides whether anyone reads the rest of your copy. These formulas give you a fast starting point and the reasons they keep working.
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