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Showing posts from March, 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…