Sales Letter Headlines VS. Billboard Headlines

7 replies
Hi Copywarriors,

As I am a student of studying headlines from all sources. I notice that Many billboards have few words that they use as their headlines. As, I drive. I see Toyota's headline "Daddy Like", can someone explain why billboard headlines, are so different than a traditional salesletter's headline.

What other reasons are there that make these headlines so different?

Thanks!
#billboard #headlines #letter #sales
  • Profile picture of the author Rezbi
    Are you kidding? Space limited on a billboard?

    Haven't you seen the size of those things?

    No matter what medium it's on, or how may words it's got, it's got to grab attention and make you want to read on.
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    • Profile picture of the author Paul Hooper-Kelly
      Hi Mel,

      It's not the space that is the limitation, here - it's the inability of folks driving by to read a long message.

      So it has to be short, sweet and to the point.

      Which is, itself, a good lesson in copywriting. Because you must always consider the prospective customer first and foremost, when writing your sales copy, emails or any other marketing material.

      It's really the thinking about what the prospect really wants that goes on before the words are written that add the magic to world-class copywriting.

      Warmest regards,

      Paul
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      • Profile picture of the author Thinker1
        Originally Posted by Paul Hooper-Kelly View Post

        Hi Mel,

        It's not the space that is the limitation, here - it's the inability of folks driving by to read a long message.

        So it has to be short, sweet and to the point.

        Which is, itself, a good lesson in copywriting. Because you must always consider the prospective customer first and foremost, when writing your sales copy, emails or any other marketing material.

        It's really the thinking about what the prospect really wants that goes on before the words are written that add the magic to world-class copywriting.

        Warmest regards,

        Paul
        I second this.
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    • Profile picture of the author TheMagicShow
      Originally Posted by Rezbi View Post

      Are you kidding? Space limited on a billboard?

      Haven't you seen the size of those things?

      No matter what medium it's on, or how may words it's got, it's got to grab attention and make you want to read on.
      Forget space limitation, why are the headlines so different? Billboards use 2-3 words, while a sales letter uses as much as 17 words.
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      " You can either give a man a fish and feed him for a day OR teach him how to catch a fish and it will feed him for a lifetime"

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      • Profile picture of the author TheMagicShow
        Originally Posted by Paul McQuillan View Post

        These two forms of marketing are so different it can't
        be compared.

        What is the purpose of a headline on a sales page?

        To get you to start reading.

        There is nothing after the 'headline' on a billboard. It's
        a statement (usually brandvertising).

        One is trying to get you to buy something and the other
        is trying to shoe-horn their brand into your skull.

        They are nothing alike.
        Yes, I agree. Billboards are more for branding/image and a sales letter is for instant sales.
        2 total different animals, but the headline or their catchy slogans on billboards are interesting.
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  • Profile picture of the author Rezbi
    Not all billboard advertising is done with the driver in mind.

    Think about the London underground. Maybe the New York subway, too?
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