7 expert tips for crafting a perfect headline that converts

If you're paying for ad space, every character length and display pixel counts.

Global digital ad spend in 2019 will surpass $330 billion, according to eMarketer. And although traditional print ad spend has fallen in recent years, it still commands about 45% of ad market share, with certain industries skewing more journal- or magazine-friendly than others.

As expert marketers know, even a slight adjustment in color, punctuation or placement can have an outsized impact on the overall performance of a paid ad. That's why conversion rate optimization exists.

The goal is to craft a targeted ad that maximizes conversion potential across a given marketing channel, whether that be digital displays or print publications. The first place to start is with headline writing.

1. Include power words

Power words are those that grab your attention. They convey authority and are often bolded or enlarged to create further emphasis on their meaning or direction.

Think phrases like:

• Huge sale.
• Astonishing discovery.
• Revolutionary breakthrough.
• Guaranteed special price.

These words are often the first - and only - ones that readers will see. So once you've pulled a few eyeballs your way, the remaining ad copy that offsets power words should help support or explain your claim.

Pulling together a headline can be harder than it looks.

2. Use first or second person

Advertising is not the time or space to be stuffy, formal or unnecessarily vague. At the end of the day, everyone is a human with human interests, subject to ad stimuli. For example, the CMO of a healthcare equipment manufacturer or a lab technician staring through a microscope: They may be highly specialized and experienced professionals, but that doesn't mean they want to be referred to by just their job titles in their personal time.

That's why it's important to drop the third-person POV and stick with first or second. Instead of:

• "Discount products for pharma marketers."

Try:

• "Buy now to make your life easier."

The latter treats the reader - "you" - as an individual, not a generalized "pharma marketer."

3. Use active, urgent voice

In the example above we demonstrated urgency. Rather than putting an offer on the table, your copy should entice readers to act - right now!

You can do this in a number of ways, like:

• Using time-restricted offers, such as "40% for today only" or "Sale ends at noon."
• Using exclamation points!
• Avoiding long phrases.

Attention is finite, so the faster you can drive a conversion, the more money you make. Voice can help.

4. Be concise and cut the fluff

A general rule of thumb is that headlines should ideally be in the 6-8 word range. That's not always possible, but it's guidance that's worth remembering.

Look at every individual word - and letter - to see how much weight they're pulling in the headline. Words like "that" can sometimes be cut, as can some prepositions. Contract words - "can not" vs "can't - and use "&" to save space.

If your headline gets too long, it may bleed into two lines or change the entire parameter of the ad completely, so brevity is invaluable.

5. Feature symbols, like #, % and $

If something can be conveyed with a keystroke or an emoji, it's worth exploring. Publishers and backend software may have limitations on custom characters or symbols, so check before you proceed.

Additionally, a medical audience may not be entirely receptive to headlines that feel too trendy, cute or generational - categories some symbols may fall into. The key, however, is to pair words with symbols for simplicity and concision: # instead of writing out "number" or % instead of writing out "percent."

Symbols are eye-catching and stand out against a sea of letters, so there's definitely an upside to experimenting with their usage.

Just how closely are keystrokes tied to ROI?

6. Got data? Use it!

Who doesn't like hard data to support their claims. Statistics pique interest and provide readers with easy, quick takeaways or mental markers.

We all remember hearing "The average human swallows 8 spiders a year while sleeping." The "8" figure gets lodged in memory, making the phrase itself easier to recall.

The same logic applies with all ad copy, regardless of industry.

7. Know your audience's pain points

Healthcare professionals have unique daily interests and issues. Talk about them.

Understand where your audience comes from, how they arrived to the page on which your ad is displayed and the types of language they commonly use. Mirroring the communication styles and jargon of your audience creates a simple two-way pathway, where each side can empathize and relate to the other.

That connection matters.

Bonus: Keep in mind design and size - not just copy

Words aren't meant to be standalone marketing assets. The shape, size, color, spacing, typography, imagery and placement of the ad are paramount too.

Your headline should complement and enhance these ad features to optimize for ideal layout combinations.

Elsevier's integrated Pharma Solutions team creates multi-channel, multi-platform marketing campaigns for medical and pharmaceutical brands. Learn how to tell you story by contacting Elsevier today.