Date post: | 21-Apr-2017 |
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#smx #11B @MartyWeintraub
Marty Weintraub – aimClear®
10 CLASSIC HEADLINE CREATIVE HACKS & CONSTRUCTS
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ADWORDS SEARCH PPC HEADLINES, LARGELY NEUTERED
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HEADLINE COPYWRITING, WANING ART
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WHAT’S LEFT TO BE CREATIVE WITH?
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CAN WE OPTIMIZE, STILL CUT THROUGH CLUTTER?
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CREATIVE NEEDS TO BE MORE THAN, GOOD…MUST BE STUNNING
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NOT JUST ADVERTISER COMPETING WITH ADVERTISER
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CLUTTERED PAGES FAMILIAR, EMOTIONAL STIMULATION
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CREATIVE COMPOSITION TRANSCENDS ANY ONE CHANNEL
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SPIN WITHOUT VISION = GOING NOWHERE FAST
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CRAFTING HEADLINE THEORIES: NIMBLE BRAINSTORMING
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First Step: Develop Statements
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SELLING SNOW TO ESKIMOS?DEVELOP PLAIN LANGUAGE THEORIES
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“We sell multicolor snow. Tell females Eskimos blue snow makes males randy. Tell male Eskimos red snow makes the ladies hot”
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THEN PACKAGE THE HEADLINES
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TIMELESS THINKING
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10 TIMELESS HEADLINE WRITING CONSTRUCTS
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COLORFUL AD-ONS
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Love: Adoration, Affection, Arousal, Caring, Charm, Desire, Longing, Lust, Passion, Warmth
Anger: Ferocity, Fury, Rage, Outrage, Hostility, Wrath, Pain
SHORT EMO WORDS!
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QUESTIONS (THAT ARE REALLY ANSWERS)
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USE QUESTION WORDSWHOWHATWHEN
WHEREWHYHOW
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TOUT THE BENEFITS
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NEGATIVE CONSEQUENCES
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LEVERAGE THE POWER OF BASTERDIZED CLICHÉS
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MEMORABLE PHONETICS
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ATTENTION! [AUDIENCE SEGMENT]
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ALTERNATIVE [KW]
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“DEFENSIBLE CREATIVE”
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GRID OF “VOICE” + FUNCTION
X
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Voice 1: Legal/Stylebook-Safe
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Voice 2~ Slight Boundary Push
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Voice 3! Risk, Color, Flavor, Edge
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Multiply Voice X Function
1-Brand2-Benefits3-Alert!
1-Legal2-Push3-Risky! X = 9
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TAKEAWAYS1. DON’T GIVE UP ON CREATIVITY2. CUT THROUGH THE CLUTTER
3. BE STUNNING4. COUNTER EMOTION WITH COLOR
5. BRAINSTORM WITH HEADLINE THEORIES6.THEN PACKAGE
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TIMELESS CREATIVE CONSTRUCTS
1. COLORFUL AD-ONS
2. QUESTIONS WITH A “?”
3. QUESTIONS THAT ARE ANSWERS
4. TOUT THE BENEFITS
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NEGATIVE CONSEQUENCES
5. MEMORABLE PHONETICS
6. ATTENTION [AUDIENCE SEGMENT]
7. ALTERNATIVE [KW]
8. “DEFENSIBLE CREATIVE”
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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016