搜索广告的成功秘诀：如何撰写标题（四）

搜索广告的成功秘诀：如何撰写标题（四）

为了更加明确的说明标题的重要性，也为了使本文的读者能够写出优秀的广告标题，我将举例说明。以下是我及其他优秀广告标题写作者曾经撰写出的一些效果很棒的标题范例。

　　1.You Don't Know Me, I Realize ... But I Want You To Have This Before It's Too Late
　　该标题很好的向读者发出一种催促，暗示其必须快速采取行动。

　　2. To the Men and Women Who Want to Quit Work Someday
　　该标题言简意赅，不费一词一句即明确了广告的读者、对象。

　　3. How to Develop a Silver Tongue, a Golden Touch and a Mind Like a Steel Trap
　　简洁地突出了寻求改进的大批对象。

　　4. New Diet Burns Off More Pat Than If You Ran 98 Miles a Week
　　以实际的对比说服可预见的质疑

　　5. What's Your Best Chance to Make Money in Real Estate? The Answer Below May Surprise You
　　提出疑问，吸引读者的好奇心，促使其继续关注广告找出答案。

　　本文列举的一系列标题选自不同产品及服务的广告，有些取自零售商店的广告，有些是销售代表发布的广告，有些还是直销商的广告。但是不管是哪些产品或者采用何种销售渠道，本文总结的所有撰写原则都是适用的。我们希望通过真实案例学习吸收这些原则的精华，而不是仅仅局限于对普通概念的长篇大论式的讨论。

　　一定要记住，能够让标题产生高度影响的第一条规则就是“说明好处”。

　　无法说明好处或使用效果的标题将使整则广告的潜在效果降低80％－90％，原因很简单无法为潜在客户带来好处的广告只能遭到被读者忽视的结果。广告标题应该表达出一种强烈的承诺，暗示读者阅读或收听广告后将得到非常满意的结果。实际上标题就是整则广告的广告。它必须集中表现公司的独特销售主张（Unique Selling Proposition, USP），但是如果你的USP过于广泛，那么你可以借鉴以下广告标题的做法：

　　6. We Always Have 200 Different Widgets in No Less than 15 Different Sizes and 10 Desirable Colors and With a Selection of 20 Optional Features in Prices Ranging From $6 to $600.
or..
　　Times the Selection, 4 Times the Color and Size Choice, 3 Times the Number of Convenient Locations, 2 Times the Guarantees and Warranties, and Half the Markup of Any Other Dealer!

　　如果公司的USP或特点就是大幅的折扣优惠价，那么下面这些标题应该好好值得借鉴，他们将有助于提高销售。

　　7. We Sell the Same Brands of Hardware as Company A or Company B at 25% to 50% Less.

　　8. Top-Quality Widgets Usually Sell for $250 to $1,000. We Sell Them for $95 to $395. Which Would You Rather Pay?

　　9. Most Professionals Start Billing You the Moment You Walk in Their Door. That Can Add Up to Thousands of Dollars. At PDQ Services, Our Fee Is Always a Modest $99. No Exceptions. No Tricks.

　　以下则是一些适合于服务型USP的公司比较有效的广告标题实例：

　　 10. When You Buy a Compact Disc From The Warehouse or Sam Goody, You Own That Disc, Whether You Like It or Not
　　When you buy a compact disc from us, you get a 90-day, 100% money-back guarantee, just in case it's not what the critics made it out to be. And you get bonus credits toward any other album, cassette or compact disc we sell for every disc you buy and keep.

　　11. If Your Car Breaks Down, We'll Tow IT-FREE! (Always use that word "free" as much as you can.)

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