CH 2: Writing to Get Attention The Headline

4 Things a Headline Must Do: 1) Get attention 2) Target the audience 3) Deliver a complete message (that indicates a benefit) 4) Draw us into the body copy P.S. This will be on your test.

1) Get attention 2) Target the audience 3) Deliver a complete message (that indicates a benefit) Headline plus organization name tells us this. 4) Draw us into the body copy

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.

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. Examples: Free, new, now, announcing, now, introducing, it’s here, at last, just arrived, how to, why, sale, quick, easy, bargain, last chance, guarantee, proven, results, save, counting (3 Easy Ways to... )

Examples News: The First Transportable Computer Worth Taking Anywhere Free: Take Four Sillhouette Romance Novels Free... And Experience the Love You’ve 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: “I’m 50 years old, and I have a Bowflex Body.” (see pp for 32 kinds of ads)

2) Target the Audience “Everyone” is not a target audience. 65+ seniors who need life insurance is a target audience 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

Who is the target audience? This ad appeared in Better Homes and Gardens. This exact ad appeared in Cosmo with the line about kids exchanged for the line “sweet dreams”.

3) Deliver the complete message So that you don’t lose 80% of your audience: Gas Energy, Inc. Cuts Cooling and Heating Costs. (Note line breaks) (Note Use of Advertiser’s Name)

This ad -gets attention -targets the audience -gives us complete message - draws us in to body copy It’s also an example of a scare tactic.

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.

4) Draw the reader into 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 with humor, intrigue, mystery, fear

Example: The $5 Dollar Alternative To Costly Plastic Surgery Effective because - USP is clear (and news/info is promised) - Audience is targeted - message is complete, but... - we still want to read more.

Another example of scare tactic: Complete message draws us into body. Scare tactic headlines are not direct, but they imply a benefit by implying that the fearful situation will be aleviated by a product.

The “Ad Concept” Headline and Visual Working Together To Bring You The Complete Message

Headline and visual work together to communicate the message. Also an example of new product development for USP. Also, an example of “sell the sizzle, not the steak.”

Strong Visuals Illustrate the Benefit That’s In Your Headline Show the benefit of the product/service in action Floor cleaner Floor cleaner plus sparkling floors Floor 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)

This visual shows: -Benefit of product in action -Person in the ad benefiting -product shot -full color

Does “sex sell”?

That depends on - the product - the audience - what you mean by “sex” (how it’s represented)

This will not sell muffin mix to my grandmother in Indiana.

But sex can be a powerful motivator, often used in subliminal messages.

1 Article on subliminal sexual imagery.

2 Full page ad. We see the implications of the headline. But can you see the “secret” image?

3 Closeup Sexual imagery and words have also been used in diaper ads and soft drink ads.

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?

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 advertiser’s 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.

What are the problems with this ad?

Exercises for Next Week 1) Read CH 3, 4, and 6 2) Do worksheet on “Headlines”

Headline Brainstorming Tips 1) Who is my customer? (targeting the audience) 2) What is the most important benefit of my product? (the USP, if possible) 3) WHY will my customer want to buy it instead of another? (positioning) 4) Brainstorm words associated w/ product. 5) See 32 kinds of ads: pp

The End Questions?