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Showing posts from 2013

Get a head start with headlines

Sell the sizzle not the steak! Know the benefit of the benefit.
What would make you shell out money to buy a product? What is the Reason Why or what is the‘Benefit of the benefit that you feel is reason enough to buy a product or service.
People are not looking for a TV - they want to enhance their viewing pleasure; they are looking for features; they are looking for so on and so forth. Got it! You decide which is important to your target audience.

Working on brands
Normally in big agencies you have a Creative Director (CD) or Senior Copywriter who works out the USP and the team of junior copywriters normally work on the headlines. But, in smaller agencies you have to do all the research. Isn’t it good – using your grey cells more, plus it will be easier when you work with big brands.

Personally I have thought of every job as a big brand and gone through the same process; sometimes as a freelancer I was given the visual and asked to work on the headline! It can be challenging an…

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 HeadlinesUse 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 Capleswas 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 s…