CH 2: Writing to Get Attention

The Headline

4 Things a Headline Must Do:

1) Get attention2) Target the audience

3) Deliver a complete message(that indicates a benefit)

4) Draw us into the body copy

P.S. This will be on your test.

1) Get attention2) Target the audience3) Deliver a

complete message(that indicates a benefit)Headline plus organization name tells us this.

4) Draw us into the body copy

1) Get Attention1) Get Attention

80% of the time, people will only read the 80% of the time, people will only read the headline, so you headline, so you mustmust communicate communicate everything in headline and visualeverything in headline and visual(or headline, visual, and positioning line). (or headline, visual, and positioning line).

The headline is the most important part The headline is the most important part of the ad. Has to “pop through the clutter” of the ad. Has to “pop through the clutter” of 3,000 adsof 3,000 ads

You have 5 seconds to stop the viewer with You have 5 seconds to stop the viewer with your headline and visual and draw them in your headline and visual and draw them in beyond.beyond.

Language Tips Avoid cute, clever, entertaining headlines.

(e.g., Bach to Bach hits) Instead, use direct headlines that deliver benefits (use news, info, or free if you can)

Use Words That Work. Examples:Free, new, now, announcing, now, introducing, it’s here, at last, just arrived, how to, why, sale, quick, easy, bargain, last chance, guarantee, proven, results, save, counting (3 Easy Ways to . . . )

Examples News: The First Transportable Computer

Worth Taking Anywhere

Free: Take Four Sillhouette Romance Novels Free . . . And Experience the Love You’ve Always Dreamed Of

Reasons Why: Seven Reasons Why You Should Join the Tampa Bay Ad Federation

How To: How to Stop Smoking in 30 Days

Question: Is Your Pump Costing You More to Operate Than It Should? (be careful with yes/no questions)

Commands: Put a Tiger in Your Tank.

Testimonials/Endorsements: “I’m 50 years old, and I have a Bowflex Body.”

(see pp.127-129 for 32 kinds of ads)

2) Target the Audience2) Target the Audience

““Everyone” is not a target audience.Everyone” is not a target audience.

65+ seniors who need life insurance is a target 65+ seniors who need life insurance is a target audience.audience.

25-54 year old affluent men and women is a 25-54 year old affluent men and women is a target audience.target audience.

Appeal to target audience, and be sure not to Appeal to target audience, and be sure not to disqualify people in your audience: Example, disqualify people in your audience: Example, mattress admattress ad

Who is thetarget audience?

This ad appearedin Better Homesand Gardens.

This exact adappeared in Cosmowith the line aboutkids exchangedfor the line“sweet dreams”.

3) Deliver the complete message3) Deliver the complete message

So that you don’t lose So that you don’t lose

80% of your audience:80% of your audience:

Gas Energy, Inc. CutsGas Energy, Inc. CutsCooling and Heating Costs.Cooling and Heating Costs.

(Note line breaks)(Note line breaks)(Note Use of Advertiser’s Name)(Note Use of Advertiser’s Name)

This ad -gets attention-targets the audience-gives us complete message- draws us in tobody copy

It’s also anexample ofa scare tactic.

Example (long headlines are O.K.):

Caught soon enough, some tooth decay can actually be repaired by Colgate.

Effective because- USP is clear (and news/info is promised)- Audience is targeted- message is complete, but . . . - we still want to read more.

4) Draw the reader4) Draw the reader

into the body copyinto the body copy

A few products need no body copyA few products need no body copy(fashion, liquor, soft drinks), (fashion, liquor, soft drinks),

But most need body copy But most need body copy (cars, computers, books, telephones, etc.)(cars, computers, books, telephones, etc.)

So . . . Arouse curiosity withSo . . . Arouse curiosity withhumor, intrigue, mystery, fearhumor, intrigue, mystery, fear

Example:

The $5 Dollar Alternative To Costly Plastic Surgery

Effective because- USP is clear (and news/info is promised)- Audience is targeted- message is complete, but . . . - we still want to read more.

Another exampleof scare tactic:Complete messagedraws us into body.

Scare tactic headlines are not direct,but they implya benefit byimplying that the fearful situationwill be aleviatedby a product.

The “Ad Concept”

Headline and Visual

Working Together

To Bring You

The Complete Message

Headline and visualwork together tocommunicatethe message.

Also an example ofnew product developmentfor USP.

Also, an example of“sell the sizzle,not the steak.”

Strong Visuals Illustrate the Benefit That’s In Your Headline

Show the benefit of the product/service in actionFloor cleanerFloor cleaner plus sparkling floorsFloor cleaner plus sparkling floors and baby

Show PEOPLE when possible (empathy factor)Babies, kids, animals draw too.

Full COLOR PHOTOS draw best.Then b/w photos w/ spot color.Then illustrations/line art “Moods” can be sold well with illustrations(example, b/w line art vs. b/w photo of food)

This visual shows:

-Benefit ofproduct in action

-Person in thead benefiting

-product shot

-full color

Does “sex sell”?

That depends on- the product- the audience- what you mean by “sex”(how it’s represented)

This will not sell muffin mix to my grandmotherin Indiana.

But sex can be a powerful motivator,often used in subliminal messages.

1Article on subliminal

sexual imagery.

2Full page ad.

We see theimplications

of the headline.

But can you seethe “secret” image?

3Closeup

Sexual imageryand words

have also been usedin diaper ads

and soft drink ads.

Checklist for Headlines

Does your headline grab attention in a fresh, new way? (NO CLICHES)

Does the headline promise a benefit or reward for reading the ad and using the product/service?

Is a USP evident? Does the headline target your audience? Does the headline (with visual and positioning line)

communicate a complete message? Does it arouse curiosity to draw the reader into the body

copy?

Checklist – p2

Is the headline clear and direct? Is it specific? (Lose weight fast vs. Lose 13 Pounds in 7

Days) Does it relate logically to the product/service? Does it use conversational language?

(Fragments and contractions are O.K.) Is the brand name and/or advertiser’s name mentioned in

the headline? (great if it can be) Does it state everything in the positive? (Instead of “No

Sodium,” use “100% Sodium Free”. Etc.

What are theproblems with this ad?

What are theproblems with this ad?

Exercises for Next Week

1) Read CH 3, 4, and 62) Do worksheet on “Headlines”

Headline Brainstorming Tips

1) Who is my customer? (targeting the audience)

2) What is the most important benefit of my product?(the USP, if possible)

3) WHY will my customer want to buy it instead of another?(positioning)

4) Brainstorm words associated w/ product.

5) See 32 kinds of ads: pp. 127-129

The End The End

Questions?Questions?