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