Thursday, December 15, 2011

How to write Lifestyle Headlines




The aspirations of a target segment gave birth to the Lifestyle or the aspirational Headline. Cars, fabrics, clothes, shoes, real estate,  often use this type of headline.

Every target segment has an aspirational lifestyle 

As wiki explains:*
In consumer marketing, an aspirational brand (or product) means a large segment of its exposure audience wishes to own it, but for economical reasons cannot. An aspirational product implies certain positive characteristics to the user, but the supply appears limited due to limited production quantities....

Plus, too many competitors with the same advantages or USP calls for a Lifestyle headline.  When there are too many similarities or the product is a generic one - maybe a car or a bubble gum - to differentiate you need to find a reason why and that’s when you reach for a lifestyle or aspirational headline. And, when the product is exclusive to a target segment then the lifestyle headline could be the choice headline.

Many brands use Live Life Kingsize type of headlines or taglines – a headline for a cigarette brand. You can take off on famous headlines, metaphors and write a headline that suits your brand.

Lifestyle headlines:

  • Nike – Just Do It (could be directive, is aspirational too)
  • Kingfisher – King of good times
  • Life’s Good (tagline LG)
  • I love what you do for me...Toyota.


Creative Prompt:
Find 15 lifestyle headlines in print, television, hoardings. Add them to the chap book
Write 15 for these after analysing the lifestyle they are aspiring to attain.





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