Headlines and Taglines

1
Headlines and Taglines

• Advertising Strategy
• (Alstiel and Grow)

2
Headline types, when to use it

• News when you want to introduce a new product,
  new brand, new feature
• Direct benefit when you want to promise a reward
  or highlight the prime benefit in the headline
• Curiosity when you want to intrigue the reader
  into finding the main ideas in the body copy
• Emotional when you want to sell the image
  and/or invoke resonance in the reader

3
Headline types, when to use it

• Directive (Command) when you want the reader to
  do something
• Horn blowing when you want to impress the reader
  by being the biggest, the fastest, the first, etc
• Comparison when you want to differentiate your
  brand from the competitor or use a metaphor to
  describe your product
• Label when you want to focus on the brand name,
  product name, or campaign tagline rather than
  discuss features/ benefits

4
Magic Words

• Advice, Announcing, At last, Free, how, how to,
  new, reduced, this, wanted, which, who else, why

5
Writing Headlines with Style

• Style Headline Visual Client
• Question Do you really need more proof that
  drinking impairs your judgment? Plain girl
  morphing into a fashion model as it gets later in
  the evening MADD
• Question Ever seen a grown man guy? Broken
  whiskey bottle on floor Crown Royal
• How-to How to convert liters into cups Race
  car and racing trophies Acura

6
Writing Headlines with Style

• Style Headline Visual Client
• How-to How to write an obituary for your
  teenager All-type ad Partnership for a
  drug-free America
• Quote I told my dad I stopped raising hell and
  he called me a quitter Redneck-looking guy
  smoking a cigarette - Winton
• Quote These tables are my voice and Im about
  to holla the world DJ scratching two turntables
  Moutain Dew Red

7
Ineffective Headlines

• Asking a question that cannot be answered
  (confusing)
• Asking a question that can be answered with a
  simple yes or no (no involvement)
• Using a headline as a caption, describing rather
  than interacting (no synergy with visuals and
  limited involvement)

8
Ineffective Headlines

• Using puns that have no relation to the product
  or the market
• Insulting, condescending, patronizing (annoys
  intelligent readers)
• Being clever for the sake of cleverness (trying
  to impress rather than persuade)

9
Subheads
10
Preheads
11
Top 10 Taglines

• A diamond is forever
• Just do it
• The pause that refreshes
• Tastes great, less filling
• We try harder
• Good to the last drop
• Breakfast of champions
• Does she . Or doesnt she?
• When it rains, it pours
• Wheres the beef?

12
Top 10 Taglines

• DeBeers
• Nike
• Coca-Cola
• Miller Lite
• Avis
• Maxwell House
• Wheaties
• Clairol
• Morton Salt
• Wendys

13
How to write more Effective Taglines

• Keep it short and simple
• Think jingle
• Try to differentiate the brand
• If you have to be generic, go global
• Play with words
• Dont confuse or mislead
• Justify your choices