Headlines by wulinqing

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									    Headlines




        Chapter 3




1
    On Headlines

    “On the average, five times as many people read
      the headlines as read the body copy. It follows
      that unless your headline sells your product,
      you have wasted ninety percent of your
      money.”

                                —David Ogilvy


2
    Kinds of Headlines

    News:
                   New from Bush’s.
            Maple Cured Bacon Baked Beans.

     Why can’t someone just make a cold sore go
                     away sooner?
                  Now someone can.
                 Introducing ABREVA.

3
    Kinds of Headlines

    How-To:
        How To Improve Your Camera’s Image.

            How To Take Years Off Your
      Looks Without Going To A Plastic Surgeon!




4
    Kinds of Headlines

    Command/Imperative:

     TAKE CHARGE OF YOUR ACHING JOINTS BEFORE
             THEY TAKE CHARGE OF YOU!




5
    Kinds of Headlines

    Command/Imperative:

       Pick up Bounty before somebody picks up a sponge
                          full of germs.




6
    Kinds of Headlines

    Question/Interrogatory:

             Could aspirin save your life this year?

     Which home is clean all the way down to the allergens?




7
    Kinds of Headlines

    Testimonial/Quotation:

       “I’ll give you my $30 Car Vac absolutely free just for
                   trying my eight-pound Oreck XL.”

       I’ve been dry for three hours . . . and I can prove it!
               [This is for Pull-Ups training pants.]



8
    Kinds of Headlines

    Declarative/Direct:

    ELIMINATE SQUEAKS WHEN YOU BUILD WITH THE
                SILENT FLOOR SYSTEM.
                 [This is for Trus-Joist.]

     Make cleaning a little easier with the exclusive eight
             rotating brush system from Hoover.


9
     Kinds of Headlines

     Humorous:

       Your dad wants you to have things he never had.

                          Like hair.

         [This is for Rogaine Extra Strength for men.]



10
     Kinds of Headlines

     Humorous:

         Wisk tablets remove dirt like it never happened.

      If only they could do the same for your daughter’s new
                                 tattoo.




11
     Kinds of Headlines

     Demographic/Selective:

     If you’re over sixty, you should know the warning signs of
                              osteoporosis.

                  Unfortunately, there aren’t any.




12
     Kinds of Headlines

     Curiosity/Playful Phrases:

                        CQ ON THE QT
               [This is for Clear Nicoderm CQ.]

         There’s more to this drop than meets the eye.
            [This is for Refresh Tears eye drops.]



13
     Headline Appeals

        Self-Interest: Offers the reader something
         s/he wants.
        Need for News: Offers the reader news.
        Curiosity: Excites the reader’s curiosity.




14
     Traits of Good Headlines

      Specific
      Simple
      Believable
      Imaginative




15
     Key Qualities of Headlines

      Information on Why This Product Will Benefit
       the Reader
      News
      Satisfaction of Curiosity
      Product Purchase Information




16
     Getting the Headline to Attract
     Readers

        Does the headline relate a benefit?
        Does it contain news value?
        Can it be used to select the target market?
        Is a reverse benefit more intriguing than a
         benefit?




17
     How to Write Headlines

        Try to get self-interest into every headline.
        If news is present, play it up.
        Avoid headlines that merely provoke curiosity.
         Combine curiosity with news or self-interest.
        Avoid headlines that paint a gloomy/negative picture.
        Suggest a quick and easy way for the reader to get
         something s/he wants.



18
     How to Write Headlines

     Another Method:
        Decide what would make you buy the product.
        Express this reason in a few words.
        This sentence may become your headline.




19
     Deciding What to Illustrate

        Product
        Part of the Product
        Product Ready for Use
        Product Compared with Its Competition
        Product in a Test Situation
        Product in Use
        Happy Results of Using the Product
        Unhappy Results of Not Using the Product


20

								
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