"100 Effective Headlines"
And Why They Were So Successful

THE SECRET OF MAKING PEOPLE LIKE YOU

Almost $500,000 was spent profitably to run keyed ads displaying this headline. It drew many hundreds of thousands of readers into the body matter of a "people-mover" advertisement. One which, by it-self, built a big business. Pretty irresistible headline, wouldn't you say?

A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR

A sizable appropriation was spent successfully in farm magazines on this ad. Sometimes the negative idea of offsetting, reducing, or eliminating the "risk of loss" is even more attractive to the reader than the "prospect of gain."

As the great business executive Chauncey Depew once said, "I would not stay up all of one night to make $100; but I would stay up all of seven nights to keep from losing it."

ADVICE TO WIVES WHOSE HUSBANDS DON'T SAVE MONEY
(BY A WIFE)

The headline strength of the word "advice" has often been proven. Most people want it, regardless of whether or not they follow it. And the particular "ailment" referred to is common enough to interest a lot of readers. The "it happened to me" tag line, "by a Wife," increases the desire to read the ad enen more. (This ad far outpulled the advertiser's previous best ad, "Get Rid of Money Worries.")

THE CHILD WHO WON THE HEARTS OF ALL

This was a keyed-result ad which proved spectacularly profitable. It appeared in women's magazines. The emotional-type copy described (and the photograph portrayed) the kind of little girl any parent would want his daughter to be. (Laughing, rollicking, running forward, with arms outstretched, right out of the ad and into the arms and heart of the reader.)

ARE YOU EVER TONGUE-TIED AT A PARTY?

Pinpoints the myriads of self-conscious, inferiority-complexed wallflowers. "That's me! I want to read this ad; maybe it tells me exactly what to do about it."

HOW A NEW DISCOVERY MADE A PLAIN GIRL BEAUTIFUL

Wide appeal: there are more plain girls than beautiful ones and just about all of them want to be better looking.

HOW TO WIN FRIENDS AND INFLUENCE PEOPLE

This helped to sell millions of copies of the book of the same title. Strong basic appeal: we all want to do it. But without the words "how to" the headline would become simply a trite wall motto.

THE LAST 2 HOURS ARE THE LONGEST-AND THOSE ARE THE 2 HOURS YOU SAVE

An airline ad featured a faster jet-powered flight. Headline is a bull's-eye for "air experienced" travelers who know what those last two interminable hours can do to their nerves and patience. Like many fine headlines, it came right out of the personal experience of its writer. This headline (and all the others discussed here) would have been good even if it had not been supported by any picture at all. But its effect was heightened by a photo of a wrist watch with the hour marks indicating 1 to 10 bunched together—and 10, 11, and 12 stretched wide apart.

WHO ELSE WANTS A SCREEN STAR FIGURE?

Who doesn't? (Except men - and this successful ad was not addressed to them.) "Who else" also has a "get on the band-wagon." This communicates to the reader not "can it be done?" but "who else wants to have it?"

DO YOU MAKE THESE MISTAKES IN ENGLISH?

A direct challenge. Now read the headline back, eliminating that vital word "these." This word is the "hook" that almost forces you into the copy. "What are these particular mistakes? Do I make them?" Also notice (as with many of the other headlines) that this one promises to provide helpful personal information in its own context, not merely "advertising talk."

WHY SOME FOODS "EXPLODE" IN YOUR STOMACH

A provocative "why" headline. Based upon the completely understandable fact that some food combinations virtually "explode" in the stomach. Broad appeal. (Relevant picture of chemical retort shaped like a stomach, starting to explode.)

HANDS THAT LOOK LOVELIER IN 24 HOURS-OR YOUR MONEY BACK

Universal appeal to women. Result guaranteed: "Or Your Money Back."

YOU CAN LAUGH AT MONEY WORRIES
IF YOU FOLLOW THIS SIMPLE PLAN

Something everybody wants to be able to do. A successful keyed ad upon which many thousands have been spent.

WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY
IN THE STOCK MARKET

A profitable checked-result ad selling a book written by a partner in a well-known and highly regarded brokerage house. Important key words : "some" and "almost"--which make the headline credible.

WHEN DOCTORS "FEEL ROTTEN" THIS IS WHAT THEY DO

What's the secret of the success of this well-known ad? First: the suggestion of paradox. We seldom think of doctors as being in poor health themselves. And when they are, what they do about it is information "right from the horse's mouth"; carries a note of authority and greater assurance of "reward for reading the ad." Note the positive promise of reward in "This Is What They Do."

IT SEEMS INCREDIBLE THAT YOU CAN OFFER THESE
SIGNED ORIGINAL ETCHINGS-FOR ONLY $5 EACH!

Anticipates the reader's natural curiousity concerning such an exceptional bargain. Thus helps to overcome his doubt in advance, by acknowledging the likelihood of it.

FIVE FAMILIAR SKIN TROUBLES
WHICH DO YOU WANT TO OVERCOME?

"Let me keep reading to see if I have one of the five." The old "which of these" selling technique; not "do you want?" but "which do you want?"

WHICH OF THESE $2.50-To-$5 BEST SELLERS DO YOU WANT
FOR ONLY $1 EACH?

This keyed ad sold hundreds of thousands of books. Strong comparative-price bargain appeal.

WHO EVER HEARD OF A WOMAN LOSING WEIGHT
AND ENJOYING 3 DELICIOUS MEALS AT THE SAME TIME?

Another example of a headline which anticipates incredulity in order to help overcome it.

HOW I IMPROVED MY MEMORY IN ONE EVENING

This is the famous "Addison Sims of Seattle" ad which coined that household phrase. Could you escape wanting to read it?

DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR SALARY

One of those good "discover what lies hidden" headlines. A proven puller for an advertiser offering sound securities on a "pay out of income" basis.

DOCTORS PROVE 2 OUT OF 3 WOMEN CAN HAVE MORE BEAUTIFUL SKIN IN 14 DAYS

Women want it. "Why two out of three? Am I one of the two? How have doctors proved it? Quick results are what I want . . . Only fourteen days!"

HOW I MADE A FORTUNE WITH A "FOOL IDEA"

Paradoxes excite interest. Broad appeal: almost everyone has once had a pet money-making idea that others have thought foolish and impractical. Sympathy for the underdog: "What's the story of this man who `turned the tables' on the people who ridiculed him?"

HOW OFTEN DO YOU HEAR YOURSELF SAYING:
"NO, I HAVEN'T READ IT; I'VE BEEN MEANING TO!"

A well-known book club spent a great deal of money on this ad. Headline aimed accurately at its large market—people who "mean to" keep up with the new books but somehow "never get around to it."

THOUSANDS HAVE THIS PRICELESS GIFT
BUT NEVER DISCOVER IT!

"What `priceless gift'? Why is it `priceless'? If `thousands' have it perhaps I have it too."
The "undiscovered" angle has great attraction. Millions of people are convinced that they possess talents and abilities which others have never discovered. Consequently, their world is unfortunately inclined to underrate or misjudge them.

WHOSE FAULT IS IT WHEN CHILDREN DISOBEY?

What parent wouldn't be stopped cold by this headline? "I'm the one who's probably to blame. It's a distressing condition—and, most important, a reflection upon me. Maybe this ad tells me what to do about it."

HOW A "FOOL STUNT" MADE ME A STAR SALESMAN

"What is the `fool stunt'? Why did people call it that? How did it transform this fellow? I'd like to be able to `sell' myself and my ideas—even though selling may not be my vocation." (A large expenditure was made profitably on this ad after its resultfulness had been proven.)

HAVE YOU THESE SYMPTOMS OF NERVE EXHAUSTION?

Everyone likes to read about his "symptoms." The appeal is broad; the condition of "nerve exhaustion" is common.

GUARANTEED TO GO THROUGH ICE, MUD, OR SNOW
OR WE PAY THE TOW!

If you offer a powerful guarantee with your product, play it up strongly and quickly in the headline. Don't relegate it to minor display. Many products are actually backed up by dramatic guarantees —but their advertising does not make the most of them.

HAVE YOU A "WORRY" STOCK?

"Perhaps this ad will tell me why I need not lose any sleep over it —or how I can replace it with one that will zoom."

HOW A NEW KIND OF CLAY IMPROVED MY COMPLEXION IN 30 MINUTES

Promises a desirable reward for reading. And the true experience of another person (with something relevant to our own desires) is always interesting.

161 NEW WAYS TO A MAN'S HEART-IN THIS FASCINATING BOOK FOR COOKS

Again the attraction of the specific—tied up with a strong basic appeal.

PROFITS THAT LIE HIDDEN IN YOUR FARM

Widely run in farm papers, with exceptional results. The hidden-profit idea and the suggestion of retrieving a loss.

IS THE LIFE OF A CHILD WORTH $1 TO YOU?

Trenchant headline for a brake-relining service. Strong emotional appeal: how the life of a little child may be snuffed out by an accident due to your ineffective brakes.

EVERYWHERE WOMEN ARE RAVING ABOUT THIS AMAZING NEW SHAMPOO!

The colloquial: "raving about." The "success" word: "every-where." (The increasing popularity and sale of a product are adduced as evidence of its merit. "Nothing succeeds like success" and people love to climb on a bandwagon.) And the overworked "amazing" still has appeal to it.

DO YOU DO ANY OF THESE TEN EMBARRASSING THINGS?

Bull's-eye question. All of us are afraid of embarrassing ourselves before others; being criticized, looked down upon, talked about. "Which `ten' are they? Do I do any of them?"

SIX TYPES OF INVESTORS-WHICH GROUP ARE YOU IN?

This ad produced inquiries in large quantities. Investors reviewed the characteristics of each of the six groups, as described in the ad, then inquired about a program designed to meet the investment purposes of their particular group.

HOW TO TAKE OUT STAINS...USE (PRODUCT NAME) AND FOLLOW THESE EASY DIRECTIONS

An example of a good "service" ad one which, besides being relevantly tied up with the product, also contains helpful information usable in itself. (Such ads often have considerable longevity be-cause they are cut out and used for future reference.)

TODAY...ADD $10,000 TO YOUR ESTATE
FOR THE PRICE OF A NEW HAT

Who wouldn't want to do that? Doubt as to the promise is offset by the fact that the advertiser is a large and reputable insurance company.

DOES YOUR CHILD EVER EMBARRASS YOU?

Direct, challenging, a common circumstance. Brings up a flood of recollections. How can such unpleasant experiences be avoided in the future?

Based upon a strong selfish appeal. Parents are, first, individuals; second, parents. The kind of reflection that children cast upon the prestige and selfesteem of their parents is a useful copy angle to remember. (This headline is the negative opposite of No. 4, The Child Who Won the Hearts of All.)

IS YOUR HOME PICTURE-POOR?

A rifle-shot question hitting thousands of readers. Illustrated by photo of an otherwise attractive living room with blank areas on its walls; with X's indicating where pictures would improve the room's appearance.

HOW TO GIVE YOUR CHILDREN EXTRA IRON
THESE 3 DELICIOUS WAYS

It obeys the wise maximum of newspaper reporters: "Start where the reader is." In other words, the public already accepts the fact that children's blood should contain plenty of iron. So the headline goes on from there—promising "extra" iron and "3 delicious ways" to get it.

TO PEOPLE WHO WANT TO WRITE-BUT CAN'T GET STARTED

Unerringly selects its audience, which is large—and stymied.

THIS ALMOST-MAGICAL LAMP LIGHTS HIGHWAY TURNS
BEFORE YOU MAKE THEM

The word "almost" lends believability. Headline promises an automatic no-effort method of relieving an annoying condition or avoiding a dangerous emergency.

THE CRIMES WE COMMIT AGAINST OUR STOMACHS

Another "start where the reader is" headline—because most people already believe they often give their digestive processes some pretty rough treatment. This rapport, between the theme of the ad and the common belief of its readers, makes the "we" and "our" practically equal in effectiveness to "you" and "your."

THE MAN WITH THE "GRASSHOPPER MIND"

An immediate association with himself leaps to the mind of the reader. He wants to check at once on the personal parallel. What are the symptoms? Starting things one never finishes? Jumping from one thing to another?

"How much am I like him? It's not a good trait. What did he do about it?" This is an example of a negative headline that strikes home more accurately and dramatically than would a positive one.

THEY LAUGHED WHEN I SAT DOWN AT THE PIANO-BUT WHEN I STARTED TO PLAY!

Another one that has entered our language. Sympathy with the underdog. Particularly interesting, structurally, as an example of a headline which "turns the corner" by using a final tag line to make itself positive instead of negative.

Also worth remembering: the before-and-after angle can be effective in many headlines.

THROW AWAY YOUR OARS!

Short and positive commands often make good stopper headlines. When Ole Evinrude, the outboard-motor king, ran a small ad with this headline he took the first step toward building his one-room machine shop into a big business. (A similar headline, Throw Away Your Aerial!, was also once responsible for building a business in the radio field.)

This type of headline is worth thinking about when the product you are advertising eliminates the need for some heretofore necessary piece of equipment, some onerous job, or some sizable item of expense.

HOW TO DO WONDERS WITH A LITTLE LAND!

A successful headline which pulled 75% better than Two Acres and Security and 40% better than A Little Land—a Lot of Living. The reason: "how to" and "do wonders with."

WHO ELSE WANTS LIGHTER CAKE - IN HALF THE MIXING TIME?

Strong appeal. Another good "who else" headline. (No. 9, Who Else Wants a Screen Star Figure?)

LITTLE LEAKS THAT KEEP MEN POOR

A keyed "retrieving a loss" ad whose checked resultfulness justified frequent repetition.

PIERCED BY 301 NAILS...RETAINS FULL AIR PRESSURE

Who wouldn't be interested in reading more about a tire like this?

NO MORE BACK-BREAKING GARDEN CHORES FOR ME-YET OURS IS NOW THE SHOW-PLACE OF THE NEIGHBORHOOD!

A good example of a before-and-after headline which makes the turn from negative to positive. Also worth noting: it has an effective element of excitement in it—a feature of many good headlines, communicating the copywriter's enthusiasm to the printed page.

OFTEN A BRIDESMAID, NEVER A BRIDE

Unfortunantly so true and often so common.

HOW MUCH IS "WORKER TENSION" COSTING YOUR COMPANY?

An ad which was successful in business magazines reaching executives. "I want to know which are the kinds of `worker tension' specifically. What is `worker tension' costing other companies in net profits? How much is it costing us? If it is, what can we do about it?"

TO MEN WHO WANT TO QUIT WORK SOMEDAY

Selects its readers without wasting a word. (And who can say that the audience isn't kind of large?)

HOW TO PLAN YOUR HOUSE TO SUIT YOURSELF

This pulled almost 20 per cent better than How to Avoid These Mistakes in Planning Your Home. Apparently, people expect the architect to avoid the mistakes—but feel that they themselves know better than anyone else what will best suit their particular needs and preferences.

BUY NO DESK . . . UNTIL YOU'VE SEEN THIS SENSATION
OF THE BUSINESS SHOW

Strong "stopper" type of "command" headline, adaptable for many uses. Copy quickly follows with "until you have checked as to whether it has this feature, and this one, and this . . ."

CALL BACK THESE GREAT MOMENTS AT THE OPERA

Sometimes it's a good idea to "start where the reader was." This headline was used to sell phonograph records of great operas. The idea can be used in a positive way: tying into a desirable remembrance. Or it can be used negatively contrasting a certain new product advantage with an undesirable remembrance.

"I LOST MY BULGES...AND SAVED MONEY TOO"

Word "bulges" is a stopper, not commonly used in advertising's lexicon. Double-edged appeal: the promise to end an unwanted condition and to save you money also.

WHY (BRAND NAME) BULBS GIVE MORE LIGHT THIS YEAR

This one illustrates an important point, one which many advertisers hate to swallow. It is usually not a good idea to tell the name of the company (or the brand name) in the headline—or to make it tell too much of the story. When this is done right in the headline itself it often gives the whole thing away and does not tempt the reader into the copy.

However, as in this case, when the advertiser is a nationally famous company (particularly when it is noted for its enterprise, innovations, improvements, and research), the use of the company, or brand name can add news value to the headline and help to substantiate the truth of the claim made in it.

RIGHT AND WRONG FARMING METHODS-AND LITTLE POINTERS THAT WILL INCREASE YOUR PROFITS

Exceedingly profitable in farm papers. A combination of negative and positive appeals, for farmers.

NEW CAKE-IMPROVER GETS YOU COMPLIMENTS GALORE!

It promises the reader that this new cake improver will win her compliments from others; that because of you (the advertiser) other people will think more of her (the reader). You are offering to show her how to make what she might later call her "reputation cake."

Sometimes this element in copy is called the "prestige factor," and is considered only as an extension of the "what the product does" type of copy. (In discussing the advertising of ladies' perfumes Hal Stebbins calls it "selling the effect of the effect.") In the advertising of a great many products, it can be made so persuasive, so compelling, that it rates at least a subcategory of its own.

IMAGINE ME...HOLDING AN AUDIENCE SPELLBOUND FOR 30 MINUTES!

A profitable narrative-ad headline. Broad interest in this kind of ability. Narrator's surprise and apparent humility lend credence and humanness to the statement.

THIS IS MARIE ANTOINETTE-RIDING TO HER DEATH

An often-repeated ad for a set of books. It pulled eight times as many responses in ¼-page size as were ever received from a double-spread.

This is the only straight "curiosity" headline included here. Its headline was relevant—not, as so commonly used, one of those trick devices to force attention when advertising a product not closely related to the headline.

DID YOU EVER SEE A "TELEGRAM" FROM YOUR HEART?

A real stopper of a headline, with a great deal of lure in the copy. Top picture shows a cardiogram report printed upon a Western Union telegram form.

NOW ANY AUTO REPAIR JOB CAN BE "DUCK SOUP" FOR YOU

What do you know—the words "duck soup" in an ad! But doesn't it tell the story in a more unusual way than would "easy," "simple," or some such word—particularly to the type of market at which this ad is aimed?

NEW SHAMPOO LEAVES YOUR HAIR SMOOTHER-EASIER TO MANAGE

A result that all women want is clearly and persuasively stated. Word "leaves" makes it sound effortless.

IT'S A SHAME FOR YOU NOT TO MAKE GOOD MONEY-WHEN THESE MEN DO IT SO EASILY

The colloquial "it's a shame." Sympathetic understanding of the reader: "You are as capable as these other men." (Headline, of course, is supported by photos and good testimonials.)

YOU NEVER SAW SUCH LETTERS AS HARRY AND I GOT ABOUT OUR PEARS

Friendly, human, disarmingly ingenuous, refreshingly non-"advertisy" in language. And, of course, the reference to "such letters."

THOUSANDS NOW PLAY WHO NEVER THOUGHT THEY COULD

A headline perennially profitable for a large music school. Again, the copy is crammed with testimonials and references substantiating the claim.

GREAT NEW DISCOVERY KILLS KITCHEN ODORS QUICK!-MAKES INDOOR AIR "COUNTRY-FRESH"

The headline of an ad that launched a big business. Faces a common problem head-on; offers an easy and pleasant solution.

MAKE THIS 1-MINUTE TEST-OF AN AMAZING NEW KIND OF SHAVING CREAM

The "make this test" angle has been used in many good headlines. It is widely usable for others. Its purpose is to induce the reader to participate in a demonstration of the product's merits. However, if credible and dramatic, the test can represent a persuasive demonstration whether or not the reader ever actually makes it.

ANNOUNCING...THE NEW EDITION OF THE ENCYCLOPEDIA THAT MAKES IT FUN TO LEARN THINGS

The "announcement" type of headline (when bringing out a new product) wins attention because people are interested in new things.

In a great many of these headlines you find the word new—or connotation of it, such as "new kind of," "new discovery," "new way to," etc. Americans are partial to the new or novel; they do not suffer from neophobia. To them the mere factor of newness seems to be prima facie evidence of "betterness."

AGAIN SHE ORDERS . . . "A CHICKEN SALAD, PLEASE"

You still hear it quoted. It sold hundreds of thousands of copies of an etiquette book because it capsulized a common and embarrassing situation.

FOR THE WOMAN WHO IS OLDER THAN SHE LOOKS

This headline was a stopper to thousands . . . and more successful than the subtly different For the Woman Who Looks Younger than She Is.

WHERE YOU CAN GO IN A GOOD USED CAR

The headline of an excellent advertisement which featured what the product does—rather than what it is. It appeared years ago, before practically everyone owned an automobile. Underneath the headline was a picture of the Indiana Sand Dunes, followed by good copy about the dunes and pointing out that "A good used car brings the whole country to you and yours. Why not buy one? You don't need a lot of money." Finally, after selling the idea, the copy gave some specific details about the cars which were for sale.

CHECK THE KIND OF BODY YOU WANT

Check list displayed at top immediately invites reader's participation in specifying "which of these" improvements he would like to make in his physique. Keyed ad repeated frequently by well-known physical culturist.

"YOU KILL THAT STORY-OR I'LL RUN YOU OUT OF THE STATE!"

A true-narrative ad run by a nation-wide chain of newspapers. Could you flip over the page without wanting to know what happened?

HERE'S A QUICK WAY TO BREAK UP A COLD

In simple everyday words, a direct promise to end an undesirable condition—quickly.

THERE'S ANOTHER WOMAN WAITING FOR EVERY MAN-AND SHE'S TOO SMART TO HAVE "MORNING MOUTH"