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.
Self-editing works when you stop treating the first draft as precious. A draft is raw material, and raw material is meant to be cut.
I used to defend every sentence I wrote. The moment I started asking 'would the reader miss this', the editing got easier and the copy got better.
The mind that writes wants to keep everything. The mind that edits wants to cut. Do not let them argue in the same hour.
Finish the draft, close the file, and come back when the attachment has cooled. You will see problems that were invisible while you were still in love with them.
The lines you are proudest of are often the ones holding the piece back. They shine so bright the reader misses the point behind them.
Save them in a spare file if letting go hurts. You can reuse them where they fit. Most of the time you will not want to.
A first draft is a rough guess at the truth. Editing is the argument you have with it.
Changing commas in a draft that may lose a whole section wastes your time. Fix the shape first.
Only when the structure holds do you fuss over word choice. Polishing a weak draft makes weak copy look tidy, and tidy is not the same as good.
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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