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Your headline is the first thing that your audience will see. It is important that it should stand by itself even when put outside of context – simply because today’s audience have a shorter attention span.
When creating ads, sometimes creativity is pursued rather than clarity. Remember, your ad’s goal is to communicate. Communication is most effective when your message is absolutely understood by your audience – otherwise it’s ignored or forgotten.
Concentrate on your message first and then use your creative wits to enhance the effectiveness of your message. Do not complicate your message by using jargon or technical terms. Remember, it’s not what you say, it’s what they hear.
When your headline needs a subhead to support it, then by all means make the subhead the headline. A message that can’t stand on its own cannot be communicated very well.
When making your headline, turn it into a message. The headline merely describes, the message on the other hand, tells the story. There’s a tremendous difference when you say: “It’s fun in the Philippines” compared to “It’s more fun in the Philippines.”