{"id":5482,"date":"2019-10-05T22:06:27","date_gmt":"2019-10-05T22:06:27","guid":{"rendered":"http:\/\/on-line-interactivity.com\/blog\/2019\/10\/05\/the-three-cs-of-writing-an-excellent-all-purpos\/"},"modified":"2019-10-05T22:06:27","modified_gmt":"2019-10-05T22:06:27","slug":"the-three-cs-of-writing-an-excellent-all-purpos","status":"publish","type":"post","link":"https:\/\/on-line-interactivity.com\/blog\/the-three-cs-of-writing-an-excellent-all-purpos\/","title":{"rendered":"The Three Cs Of Writing An Excellent All Purpos"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><body>&#13;<\/p>\n<div align=\"center\">&#13;<\/p>\n<p><a href=\"https:\/\/on-line-interactivity.com\">&#13;<br \/>\n  <img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/on-line-interactivity.com\/blog\/wp-content\/uploads\/2019\/12\/abbtop.jpg\" width=\"800\" height=\"120\"\/><\/a><br \/><a 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class=\"style7\">&#13;<br \/>\n                <font color=\"#FB7014\" size=\"4\" face=\"Tahoma\">The Three Cs of Writing an Excellent all Purpose Headline<\/font><\/span><\/div>\n<\/td>\n<p>&#13;<br \/>\n            <\/tr>\n<tr>\n<td align=\"left\" height=\"19\">\n<div align=\"justify\"><span class=\"style2\">by: &#13;<br \/>\n                <font size=\"3\" face=\"Times New Roman\" color=\"#FB7014\">Steven Boaze<\/font><\/span><\/div>\n<\/td>\n<p>&#13;<br \/>\n            <\/tr>\n<tr>\n<div id=\"article\">\n<td align=\"left\" height=\"12\"><span class=\"style2\">&#13;<\/p>\n<p>Since the headline is the first contact your readers have  with your message, it must reach out to them. Promise them  a benefit. Tell them how they will be better off if they  read the rest of the ad. Use action verbs. Save ten dollars  is a stronger heading than Savings of ten dollars because of the verb. &#13;\n<\/p>\n<p>Headlines can be classified into the following five basic  types; effective headlines frequently combine two or more  of these kinds. &#13;\n<\/p>\n<p>News Headlines &#13;\n<\/p>\n<p>This form tells the reader something he or she did not know  before. Using the word news does not make it a news headline.  &#8220;Now &#8211; a copy machine that copies in color&#8221; is an example of this type headline. &#13;\n<\/p>\n<p>Advice and Promise Headline &#13;\n<\/p>\n<p>Here you are promising something if the reader follows the  advice in your ad. &#8220;Switch to Amoco premium, no-lead gasoline,  and your car will stop pinging.&#8221; &#13;\n<\/p>\n<p>Selective Headline &#13;\n<\/p>\n<p>This headline limits the audience to a specific group. For  example: &#8220;To all gray-haired men over forty.&#8221; Caution! Be  absolutely sure you do not eliminate potential customers with  this type of headline. &#13;\n<\/p>\n<p>Curiosity Headline &#13;\n<\/p>\n<p>The intent here is to arouse the reader&#8217;s interest enough to  make him or her read the ad. The danger is that this headline  often appears &#8220;cute&#8221; or &#8220;clever&#8221; and fails in its mission. An  example: &#8220;Do you have trouble going to sleep at night?&#8221; &#13;\n<\/p>\n<p>Command or Demand Headline &#13;\n<\/p>\n<p>Watch out for this one as most people resist pushiness, especially  in advertising. &#8220;Do it now!&#8221; or &#8220;Buy this today!&#8221; This headline  generally can be improved by changing to less obtrusive wording such as: &#8220;Call for your key to success!&#8221;  &#13;\n<\/p>\n<p>One common misconception about headlines is that they must be  short and easy to understand. This is not always true. Here is  a headline that was used extensively in print ads by Ogilvy and Mather for one of their clients: At 60 miles an hour, the loudest  noise in this Rolls-Royce comes from the electric clock. &#13;\n<\/p>\n<p>Illustrations &#13;\n<\/p>\n<p>There are three primary reasons for using illustrations in  an advertisement. &#13;\n<\/p>\n<ul>\n<li>To attract attention to the ad.&#13;\n\t<\/li>\n<li>To illustrate the item being featured.&#13;\n\t<\/li>\n<li>To create a mood in the mind of the reader.&#13;\n<\/li>\n<\/ul>\n<p>Everyone has heard, A picture is worth a thousand words; in advertising, the illustration frequently helps the reader visualize the benefits promised. You can almost feel the warmth of the tropical sun when you see the photos in January travel ads. Cost and practicality may dictate whether your ad uses photographs, artists&#8217; drawings or merely canned artwork. Any of these can make the ad more appealing to the reader&#8217;s eye.&#13;\n<\/p>\n<p>Copy&#13;\n<\/p>\n<p>If you follow the three principles of good copy, your ads will be effective:&#13;\n<\/p>\n<ul>\n<li>Good copy should be clear.&#13;\n\t<\/li>\n<li>Good copy should be crisp.&#13;\n\t<\/li>\n<li>Good copy should be concise.&#13;\n<\/li>\n<\/ul>\n<p>Clear, crisp and concise . . . the three Cs of copy writing suggest that the words in your advertising message merely do a good job of communicating. Do not use big words when small words can make your meaning clear. Use colorful, descriptive terms. Use the number of words necessary to make your meaning clear and no more-but also no less! Selecting the right words is critical to the success of the ads. Recent research conducted at Yale University found that the following 12 words are the most personal and persuasive words in our language.&#13;\n<\/p>\n<pre>&#13;\nYou     Discovery   Safety&#13;\nMoney   Proven      Results&#13;\nLove    Guarantee   Save&#13;\nNew     Easy        Health&#13;\n<\/pre>\n<p> &#13;<\/p>\n<p>Notice the overused word free is not on the list.&#13;\n<\/p>\n<p>REMEMBER THAT WHEN YOUR MESSAGE IS PRINTED IN ALL CAPITAL LETTERS INSTEAD OF UPPER- AND LOWERCASE LETTERS, IT IS FAR MORE DIFFICULT FOR THE READER TO FOLLOW AND REMAIN INTERESTED. EVEN IN HEADLINES ALL CAPITAL LETTERS SHOULD BE AVOIDED.&#13;<\/p>\n<\/p>\n<table width=\"100%\" cellpadding=\"8\" cellspacing=\"0\" border=\"0\" bgcolor=\"#dddddd\">\n<tr>\n<td>\n<p><b>About The Author<\/b><\/p>\n<p>Steven Boaze (Chairman) is The Owner of The Corporate Headquarters <a href=\"http:\/\/Boaze.com\" target=\"new\" rel=\"noopener noreferrer\">Boaze.com<\/a> Which houses and controls 5 websites including Web Development services. Steven is also the author of &#8220;Hidden Secrets To Business Marketing&#8221; and &#8220;12 Step Remedy To A Successful Ezine&#8221; along with numerous articles on Marketing and Advertising published by Boaze Publishing. <a href=\"http:\/\/www.boazepublishing.biz\" target=\"new\" rel=\"noopener noreferrer\">http:\/\/www.boazepublishing.biz<\/a> &#13;\n<\/p>\n<p>Copyright \u00a9 1998-2003 <a href=\"http:\/\/Boaze.com\" target=\"new\" rel=\"noopener noreferrer\">Boaze.com<\/a> &#13;<br \/>\n<br \/><a href=\"mailto:owner@boazepublishing.biz\">owner@boazepublishing.biz<\/a>&#13;<br \/>\n&#13;\n<\/p>\n<form action=\"http:\/\/www.articlecity.com\/cgi-bin\/search.cgi\" method=\"post\">&#13;<br \/>\n<input type=\"hidden\" name=\"sf1\" value=\"The_Author\"\/><input type=\"hidden\" name=\"words\" value=\"Steven Boaze\"\/><\/p>\n<p align=\"center\"><input type=\"submit\" value=\"Other Articles by Steven Boaze\"\/><\/p>\n<\/form>\n<p>&#13;<br \/>\n&#13;<\/p>\n<\/td>\n<\/tr>\n<\/table>\n<p><i>This article was posted on April 26, 2004<\/i><\/p>\n<p><\/span><\/td>\n<p>&#13;\n            <\/p><\/div>\n<\/tr>\n<\/table>\n<\/div>\n<p align=\"left\">\u00a0        <\/p>\n<p>&#13;\n      <\/td>\n<p>&#13;<br \/>\n    <\/tr>\n<\/table>\n<hr width=\"800\" noshade=\"noshade\"\/><a href=\"https:\/\/on-line-interactivity.com\/ADSENSEWEBSITES\">RETURN TO ADSENSE BUSINESS-IN-A-BOX MASTER ARTICLE INDEX<\/a><\/p>\n<hr width=\"800\" noshade=\"noshade\"\/>\n<div class=\"fb-share-button\" data-href=\"https:\/\/on-line-interactivity.com\/\" data-layout=\"button\" data-size=\"large\"><a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fon-line-interactivity.com%2F&amp;src=sdkpreparse\" class=\"fb-xfbml-parse-ignore\" rel=\"noopener noreferrer\">Share<\/a><\/div>\n<p>&#13;<\/p>\n<div id=\"fb-root\"\/>&#13;<br \/>\n<script async=\"\" defer=\"defer\" crossorigin=\"anonymous\" src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js#xfbml=1&amp;version=v4.0&amp;appId=103650273035821&amp;autoLogAppEvents=1\"\/><!-- End of FACEBOOK SHARE BUTTON CODE --><span class=\"style6\"><br \/><span class=\"style2\">\u00a92019 - All Rights Reserved by <a href=\"http:\/\/HelpMeFindFreedom.Online\">HelpMeFindFreedom.Online<\/a><br \/><a href=\"http:\/\/www.website.ws\/kvmlm2\/my.dhtml?sponsor=geekzonehostingcom&amp;bannercode=gif002&amp;language=english\"><img decoding=\"async\" src=\"http:\/\/images.website.ws\/images\/english\/banners\/kvmlm2\/468x60_02.gif\" border=\"0\"\/><\/a><\/span><\/span><\/div>\n<p>&#13;<br \/>\n<\/body><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#13; &#13; &#13; &#13; &#13; &#13; &#13; &#13; \u00a0 &#13; \u00a0&#13; &#13; &#13; &#13; Article Navigation &#13; Back To &#13; Main Page &#13; &#13; &#13; \u00a0 &#13; Click Here &#13; for more articles &#13; &#13; &#13; &#13; &#13; &#13; &#13; &#13; &#13; &#13; &#13; &#13; &#13; The Three Cs of Writing an Excellent all Purpose [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-5482","post","type-post","status-publish","format-standard","hentry","category-adsense-business-in-a-box"],"_links":{"self":[{"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/posts\/5482","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/comments?post=5482"}],"version-history":[{"count":0,"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/posts\/5482\/revisions"}],"wp:attachment":[{"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/media?parent=5482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/categories?post=5482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/on-line-interactivity.com\/blog\/wp-json\/wp\/v2\/tags?post=5482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}