The 1-word headline has a long response grabbing history.
Too few marketers test it.
The advantage of the one-word GRABBER is obvious.
Just look at this full page ad in miniature. HELP! takes up a tiny parcel of real estate, yet LEAPS off the page. (The red arrows are an editorial mark-up.)
In the case of this insertion from October of 1968, this is a “help wanted” ad.
But there are no limits when it comes to “HELP!”
Responding to a call for “HELP” is
hardwired into human consciousness.
The only caveat is you never want to cross the line into “clickbait” territory, whether it’s online or in print.
You could actually turn this into…
HELP!… for arthritis sufferers
HELP!… for business owners who need more cash flow.
HELP… for those needing to learn Portuguese.
Here’s a “HELP!” ad that regularly ran — usually in reverse type — from one of the great tag teams in direct response history, Ralph and Shoshana Ginzburg.
This week… SAVE $200 on the virtual bag PACKED with more REAL world, money-making ideas than any marketer or copywriter can deploy in five years.