A Great Headline Deserves An Equally Great Image
March 9, 2013
One of the better Facebook ads I’ve seen lately was this ad for Kashi GoLean cereal:
And what struck me was the headline. Not a great headline if you’re not dieting, but if you ARE trying to lose weight, you’re likely on some flavor of high (or at least higher) protein diet such as The Zone or Atkins or South Beath.
And if you are on one of those diets, then the idea of a cereal with 9 grams of protein becomes very interresting — especially if you don’t particularly care for eggs, or have become sick of eating them every morning.
Then agian, it could be argued that the ad burried the lede — that the “as much protein as an egg” is actually a more vivid promise than 9 grams of protein, since a lot of people have no idea how much protein that is.
Still, I’d argue that for those on the aforementioned diets, they DO know how much protein 9 grams represents, and they WOULD find the claim intriguing.
But either way, the image sucks. It’s a classic “make my logo” bigger mistake, in my opinion. What you need is an image that’ll reinforce and hit with as much punch as the headline — but something that’ll get the point across with all the speed of visual communication.
Now we get the “as much protein as an egg” equation instantly.
This also allows the headline to serve as substantiation and the “what cereal IS that?” to serve as the enticement to read the copy.
Of course, Kashi fans will KNOW what cereal that is from the smaller logo, but new prospects will be intrigued to find out.
And that’s how the image/headline/body copy should work — each one pulling the reader along, compelling her to continue “consuming” the ad, and ultimately, to click on it.
In other words, a great headline deserves a great image deserves great body copy. Don’t stop till you’ve optimized all three.
Browse By Category
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.
Smart Ways to Get More Marketing Budget and Better Tools
In this new live webinar, Kristin Vick from Hanapin Marketing and Jeff Sauer from Jeffalytics discuss how marketers can ensure they have the budget they need to be effective with online advertising and get the right tools to make that argument.
The Hero Conf Difference
Of the 50+ search and social conferences you can choose from, we're here to show you why Hero Conf is a can't miss event for busy digital marketers like you.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Improve Your Facebook Ads With Creative Hub and Split Testing
With the updates to Creative Hub and the Split Test feature, one can now institute a basic ad creation and testing process directly within Facebook.
Work Habits & Resources for the Stressed-Out PPC Manager
Feeling a bit stressed this holiday season? Get tips and resources that will help you become more efficient and alleviate stress!
A 180 of Google Analytics 360
The enterprise version of Google Analytics offers several paid search perks including, advanced data integrity, integrations and reporting.