The web is changing for both parents and schools. Parents no longer read and learn by going from one site to another. Instead, they get information pushed to them via their own curated online channels—be it text messages, emails, their Facebook feed, etc.

Social media is driving more parent engagement than ever before.

To get more parents to notice you in the Facebook feed, you need useful content, a great ad design, accurate targeting but above all an attention-grabbing headline.

The best headlines are crafted with one and only one big idea in mind.
They create a “curiosity gap” to pique parents' interest.
They provide just enough information to entice the parent without giving away the whole argument.

A good headline is crucial because it is your first point of connection with your prospective parent.
The headline will make the mother or father decide whether to hear you out and how much time to give you.

Like the 'Father of Advertising' David Ogilvy told us: “On the average, five times as many people read the headline as read the body copy” (perhaps the most over-cited quote in marketing, but it’s a good one).

You don’t have to go crazy with hundreds of different ways to capture your prospect’s attention. Here are a few more specific tactics to work with: