CH 2: Writing to Get Attention The Headline

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CH 2 Writing to Get Attention The
Headline
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4 Things a Headline Must Do

• Get attention
• Target the audience
• Deliver a complete message(that indicates a
  benefit)
• Draw us into the body copy
• P.S. This will be on your test.

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• Get attention
• Target the audience
• Deliver a complete message(that indicates a
  benefit)Headline plus organization name tells
  us this.
• Draw us into the body copy

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1) Get Attention

• 80 of the time, people will only read the
  headline, so you must communicate everything in
  headline and visual(or headline, visual, and
  positioning line).
• The headline is the most important part of the
  ad. Has to pop through the clutter of 3,000 ads
• You have 5 seconds to stop the viewer with your
  headline and visual and draw them in beyond.

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Language Tips

• Avoid cute, clever, entertaining
  headlines.(e.g., Bach to Bach hits) Instead,
  use direct headlines that deliver benefits (use
  news, info, or free if you can)
• Use Words That Work. ExamplesFree, new, now,
  announcing, now, introducing, its here, at last,
  just arrived, how to, why, sale, quick, easy,
  bargain, last chance, guarantee, proven, results,
  save, counting (3 Easy Ways to . . . )

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Examples

• News The First Transportable Computer
  Worth Taking Anywhere
• Free Take Four Sillhouette Romance Novels Free
  . . . And Experience the Love Youve Always
  Dreamed Of
• Reasons Why Seven Reasons Why You Should Join
  the Tampa Bay Ad Federation
• How To How to Stop Smoking in 30 Days
• Question Is Your Pump Costing You More to
  Operate Than It Should? (be careful with yes/no
  questions)
• Commands Put a Tiger in Your Tank.
• Testimonials/Endorsements Im 50 years old,
  and I have a Bowflex Body.(see pp.127-129 for
  32 kinds of ads)

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2) Target the Audience

• Everyone is not a target audience.
• 65 seniors who need life insurance is a target
  audience.
• 25-54 year old affluent men and women is a target
  audience.
• Appeal to target audience, and be sure not to
  disqualify people in your audience Example,
  mattress ad

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Who is thetarget audience?This ad appearedin
Better Homesand Gardens.This exact adappeared
in Cosmowith the line aboutkids exchangedfor
the linesweet dreams.
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3) Deliver the complete message

• So that you dont lose
• 80 of your audienceGas Energy, Inc.
  CutsCooling and Heating Costs.(Note line
  breaks)(Note Use of Advertisers Name)

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This ad -gets attention-targets the
audience-gives us complete message- draws us
in tobody copyIts also anexample ofa scare
tactic.
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Example (long headlines are O.K.)Caught soon
enough, some tooth decay can actually be
repaired by Colgate.Effective because- USP is
clear (and news/info is promised)- Audience is
targeted- message is complete, but . . . - we
still want to read more.
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4) Draw the readerinto the body copy

• A few products need no body copy(fashion,
  liquor, soft drinks),
• But most need body copy (cars, computers, books,
  telephones, etc.)
• So . . . Arouse curiosity withhumor, intrigue,
  mystery, fear

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ExampleThe 5 Dollar Alternative To Costly
Plastic SurgeryEffective because- USP is clear
(and news/info is promised)- Audience is
targeted- message is complete, but . . . - we
still want to read more.
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Another exampleof scare tacticComplete
messagedraws us into body.Scare tactic
headlines are not direct,but they implya
benefit byimplying that the fearful
situationwill be aleviatedby a product.
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The Ad Concept

• Headline and Visual
• Working Together
• To Bring You
• The Complete Message

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Headline and visualwork together
tocommunicatethe message.Also an example
ofnew product developmentfor USP.Also, an
example ofsell the sizzle,not the steak.
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Strong Visuals Illustrate the Benefit Thats In
Your Headline

• Show the benefit of the product/service in
  actionFloor cleanerFloor cleaner plus sparkling
  floorsFloor cleaner plus sparkling floors and
  baby
• Show PEOPLE when possible (empathy
  factor)Babies, kids, animals draw too.
• Full COLOR PHOTOS draw best.Then b/w photos w/
  spot color.Then illustrations/line art Moods
  can be sold well with illustrations(example, b/w
  line art vs. b/w photo of food)

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This visual shows-Benefit ofproduct in
action-Person in thead benefiting-product
shot-full color
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Does sex sell?
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That depends on- the product- the audience-
what you mean by sex(how its represented)
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This will not sell muffin mix to my
grandmotherin Indiana.
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But sex can be a powerful motivator,often used
in subliminal messages.
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1Article on subliminal sexual imagery.
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2Full page ad.We see theimplicationsof the
headline.But can you seethe secret image?
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3CloseupSexual imageryand words have also
been usedin diaper adsand soft drink ads.
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Checklist for Headlines

• Does your headline grab attention in a fresh, new
  way? (NO CLICHES)
• Does the headline promise a benefit or reward for
  reading the ad and using the product/service?
• Is a USP evident?
• Does the headline target your audience?
• Does the headline (with visual and positioning
  line) communicate a complete message?
• Does it arouse curiosity to draw the reader into
  the body copy?

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Checklist p2

• Is the headline clear and direct?
• Is it specific? (Lose weight fast vs. Lose 13
  Pounds in 7 Days)
• Does it relate logically to the product/service?
• Does it use conversational language? (Fragments
  and contractions are O.K.)
• Is the brand name and/or advertisers name
  mentioned in the headline? (great if it can be)
• Does it state everything in the positive?
  (Instead of No Sodium, use 100 Sodium Free.
  Etc.

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What are theproblems with this ad?
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What are theproblems with this ad?
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Exercises for Next Week

• Read CH 3, 4, and 6
• Do worksheet on Headlines

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Headline Brainstorming Tips

• Who is my customer? (targeting the audience)
• What is the most important benefit of my
  product?(the USP, if possible)
• WHY will my customer want to buy it instead of
  another?(positioning)
• Brainstorm words associated w/ product.
• See 32 kinds of ads pp. 127-129

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The End

• Questions?