Writing Effective Ad Headlines - The Zeigarnik Effect

Jul 22, 2019

This is an interesting little article about writing good headlines from a newspaper article. It has a couple of interesting anecdotes that are very helpful. This is from the New Mexico Business Journal 2004.

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Image Description

The image is a newspaper article titled "Writing Effective Ad Headlines - The Zeigarnik Effect" from the New Mexico Business Journal, 2004. It discusses how to attract customers using engaging headlines that leverage the Zeigarnik effect, with a photo of Ted Dale.

Positive Aspects

The article effectively grabs attention by connecting a psychological concept, the Zeigarnik effect, with practical advertising strategies. It provides relatable anecdotes and clear examples, making the content engaging and applicable for marketers.

Key Takeaways

Zeigarnik Effect in Advertising: Utilize incomplete or cliffhanger headlines to create curiosity and engage readers.
Headline Importance: The headline is a critical component in capturing attention and driving consumer action.
Creating Tension: Effective headlines create a sense of unease or anticipation, compelling the audience to seek more information.
Practical Examples: Use real-world examples to illustrate how to implement the Zeigarnik effect in ad headlines.
Balance Curiosity and Honesty: Ensure that while headlines tease, they also deliver on their promise to maintain trust.

Additional Insights

The Zeigarnik effect is like leaving a juicy piece of gossip unfinished—people naturally crave closure. Think of it as a mental itch that needs scratching, making it a powerful tool in advertising. Just remember, no one likes being tricked, so make sure your headline delivers the goods!