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Headlines and Taglines- Headlines
SBM 338
Lanny Wilke
Why Headlines?
Gets attention – the words in the leading position of the ad.
Appeals to self-interest – performs the segmentation function.
Makes reader want to know more – only 20% of readers go beyond the headline.
Completes the creative equation – addresses specific consumer needs
Types of Headlines
Direct Straightforward and informative
Specific benefit Making a promise Announcing a reason the reader
should be interested. Indirect
Often more effective at attracting reader attention & interest.
Questions, provocations, how-to statements, challenges
NewsAnnounces or promises new
information. “It’s a girl!” Must be believable.
Direct benefitShouldn’t be too cute or clever.Gore-Tex Fabrics keep you warm
and dry. Regardless of what falls out of the sky.
Curiosity/ProvocativeProvoke the reader’s curiosity.
“Betcha can’t eat just one”To learn more, the reader must
read the body copy.Danger – the reader won’t read on.Design your visuals to clarify the
message or provide some story appeal.
EmotionalYou’re selling a feeling, not directly
selling the product. Directive/Command
Orders the reader to do something.“Obey your thirst.”“Please don’t squeeze the
Charmin”
Hornblowing Impress the reader. Tell them
you’re the best. Comparison
A way to differentiate your brand from the competition
LabelMight be used for “reminder” ads
Question Encourages readers to search
body for the answer.“What makes our tire customers
smarter & richer than others?
Benefit Headline
Benefit Headline
Incorporating Humor
Writing Effective Headlines
The Magic Words
Advice Now
Announcing Reduced
At last This
Free Wanted
How Which
How to Who else
New Why
Proven stylesQuestion – reader involvementHow-to – again, reader
involvement, but make it interesting to the reader.
Quote – what others are saying.
Use the creative tree
Headlines With Style
Be specific Rhyme, rhythm, alliteration Puns and wordplay Parallel construction Twist it Understatement/Overstatement
Ineffective Headlines
Question with no answer Question with yes or no answer Using a headline as a caption Stupid puns Insulting, condescending,
patronizing Trying to impress rather than
persuade
Headline Checklist
Do you respect it in the morning? Does it work with the visual? Can you do the billboard test? Does it appeal to the reader’s self-
interest? Does it pull readers into the body
copy?
Is this the best you can do? Is the headline strong? Are you being punny just to be cute? Can you follow up that headline?
Subheads
Four main purposes:Clarify the headlineReinforce the main idea stated in
the headlineBreak up large copy blocksLead you into the body copy
Subhead Traps
Using the subhead to explain the headline
Using the subhead to introduce a new, separate idea
Preheads
Also called an overline (precedes the headline)
Four reasons to use a prehead:Set up the headlineDefine the audience Identify the advertiser Identify an ad in a series