fall 2015 3700 advertising headlines
TRANSCRIPT
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#OUJ3700Headlines
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Headline overview• Tell them what you’re going to tell them.• Tell them.• Tell them what you told them.
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Headline overview• Headlines are telling them what
you’re going to tell them.• If you do well with a headline, you
don’t need to do anything else.• If you mess this up, you won’t get a
chance to tell them and tell them what you told them.
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Headline overviewthe first two things we notice are…..
•Color•Shape• Create headline that are design
friendly.• If they aren’t, make them.
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Headline overview 1. You will spend lots of time
thinking about them.2. Most of your ideas won’t be
good.3. They magically appear.4. This is a failure-based business.
It’s OK.
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Writing tips• Write for the headline skimmers.
• Your readers are busier thank you think.• Winning ads combine good headlines
with good illustrations.• Some look for copy.• Some look at pretty pictures.• The best meshes both.
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Writing tips• Direct headlines
•Use one or more sales features to attract attention to the product.
• Indirect headlines •Grab attention in order to keep you reading.
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8 kind of headlines• Slogal/label/logotype• News• Emotional• Direct Benefit• Directive• Offbeat• Curiosity• Hornblowing
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The fastballuse 75% of the time
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slogan/label/logo
• Better for more established brands.• Better for name recognition.• Better when the brand is the story.
• Guts, Glory, Ram• Just Do It
• Most companies can’t rely on a logo.• Company logo should be in every spot.
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8 kind of headlinesnews
• This is a workhorse• No-nonsense• Focus on new• Make sure it’s believable
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8 kinds of headlinesnews
• Doctors prove 4 out of 5 children have healthier teeth using Crest.
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8 kind of headlinesemotional
• Empower the reader• Accuracy matters. Not everything is
life and death.• Create a direct benefit to your
action.• Show that a direct benefit comes
from using your product.
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8 kind of headlinesemotional
• Only you can prevent forest fires!
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8 kind of headlinesdirect benefit
• Create a direct benefit to your action.• Show that a direct benefit comes from
using your product.• Q-Vel prevents nighttime leg cramps
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8 kind of headlinesdirect benefit
• Q-Vel prevents nighttime leg cramps
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Indirect headlinesuse sparingly 25%
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8 kind of headlinesdirective
• Don’t ask, demand.• Exercise more in less time!• Don’t let this child go hungry!• Stop a burglary before it starts.
• How many like being ordered around all the time?
• We overuse this. The sky isn’t always falling.
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8 kind of headlinesoffbeat
• These are indirect• These play off puns • Jokes aren’t funny when the audience
doesn’t pay attention• Roads Scholar (for a car)
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8 kind of headlinesoffbeat
• Connect to art.• Rush hour traffic in New Zealand
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8 kinds of headlinescuriosity
• Tell just enough of a story to pique reader interest.• The most interesting man in the world.• Hartmann has an interesting angle on luggage…the right
angle.
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8 kinds of headlinescuriosity
• At Saab, we call this a beautiful car.• Remember attention span. Don’t
confuse your reader.
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8 kinds of headlineshornblowing
• Only use when you are the best.• Added source validation is key.• This can be a dicey legal
process; be aware that will slow down the project timeline.
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8 kinds of headlineshornblowing
• Best Chicken Wings: Wings Over Athens
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New headline writing theory via @grinergreat for content marketing• Headlines must be shareable.• Think about how you will make me want to know
more. • This means being personal and insightful.• It doesn’t mean selling. • You need to be provocative.• You need to deliver the goods.• This isn’t easy to manage.