Breaking News – Headlines that make News!!



Well, that pulled you in, didn’t it~ that is what a news headline does!


A  News Headline is sort of workhorse - it is used so often when you can present the benefit straightaway. You need not play with words…

Tips to write Headlines

Use words like: Now, New, Presenting, Introducing, announcing, are newsworthy words - follow with a benefit for the reader.

Be straight and to the point like Phillip Ward Burton suggests:
Finally Ocean Cruises for land lovers (Advertising Copywriting).
Choose new words that suggest - an irresistible offer!

John Caples was a great advocate of News Headlines (Tested Advertising Methods) Caples had rules for writing headlines, which work even today:


·       Make the headline suggest to the reader that here is something that he wants. This is the first and foremost concern that every writer must remember

·       He advocated that if there is ‘news’ in your product or when there is a new use for an old product, new product - … put it in the headline ...

·       Curiosity combined with news or self-interest is effective and should be of interest to the reader to move to the copy or the offer…

·       Negative headlines that make the picture dreary, gloomy or sad should be avoided! So, Be Positive

·       The headline should immediately suggest the advantage or benefit to the reader.


Be fresh and original...And, ENJOY the process.

When you have to announce a new feature, have an unbelievable offer; when you have the selling points - you could reach the ‘action’ (AIDA) part of an ad very fast! However, this must be true and believable. Do a little research, ask friends, family about their views - often you will find you get the true picture from the buyers and they could be someone you know!


Wherever you see a good picture, a good quotation, metaphors, idioms, poems, pictures from your creative sessions, family fun times, friends, college, work - Save it. Note it or make a scribble! When, an idea hits you -- drop everything to write it, even if it is on a tissue at a restaurant or a poster on your wall or your mobile! IDEAS do not stay and you never know which one will be useful; it could come while watching a movie, as a dialogue, in a story, while reading a book, a line on a hoarding or on the back of a truck…learn to see them with a discerning eye.



Observe. Observe. Observe! It is easy once you are in the groove of absorbing  the finer nuances from everything that is part of your life. Travel; go to the theatre; read authors from your country apart from world writers. You will find treasures in famous writings, films, music, and everyday life, of course.








Comments

Popular posts from this blog

Create an awesome portfolio with these Spec ads

Write a Testimonial Headline

Say it direct - the power of Directive headlines