Transcript Headlines and Taglines

Headlines and Taglines
First Get Their Attention
Chapter 9
Adapted from 2013 SAGE Publications, Inc.
Information Overload
“Consumers are exposed to twice as many ads
today as they were 15 years ago, but pay
attention to only 20% more.”
The 5-Second Rule
Most ads and marketing communications have
only five seconds to grab the consumer’s
attention…
Or else…
Headlines to the rescue!
• Typically the single-most important line of
copy in any ad.
• “On average five times as many people read
the headline as read the body copy.” (Bly)
• “Headlines” are not unique to print. Also
appear in digital, tv, radio, direct response,
etc. formats.
Why have a headline?
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Get immediate attention
Select the audience
Lead readers into the body copy
Complete the “creative equation”
Deliver the entire message
Types of headlines
Some Headline styles
The clever / straight debate
Do I say it clever or say it straight?
How to… Headlines
• Word association brainstorm followed by “mix and
match”.
• Describe, Associate, Compare, Evaluate (Broyles,
adapted)
• “Say it straight, then say it great.”
• Write many headlines – discard the bad ones, keep
the good ones
• Write body copy first. Then back into the headline.
• Consult your swipe file for inspiration and ideas.
Headline Techniques & Refinements
(to follow)
• Can make a mediocre/good headline great.
• Some are “clever”, some are straight
Headline writing techniques
Be specific.
“At 60 miles per hour, the loudest noise in this new RollsRoyce comes from the electric clock.”
(Rolls-Royce)
“Introducing Vacuum Bags and Filters That Eliminate Odor”
(Arm & Hammer)
Headline writing techniques
Rhythm and rhyme
“So easy, a caveman can do it.”
“In by 9, out by 5.”
(Geico)
(dry cleaners)
“A light at night to aim just right.”
(toilet seat light)
“The best part of waking up is Folgers in your cup.” (Folgers)
“Leggo my Eggo.”
(Eggo Waffle)
Headline writing techniques
Alliteration
“Every kiss begins with Kay.”
(Kay Jewelers)
“15 minutes could save you 15% on car
insurance.”
(Geico)
Headline writing techniques
Puns, wordplay and double entendre
“Go Long.”
(Kaiser Permanente)
“BORN on the plains, RAISED on the rocks.”
(Bulleit Bourbon)
“We measure satisfaction by the foot.” (Zappos)
Headline writing techniques
Parallel construction
“When you’ve got it bad, we’ve got it good.”
(Florida Tourism)
“Learn it. Do it. Profit”
(Marketing Consultant)
“Oven-proof. Dishwasher proof. 401-k proof.”
(Crate & Barrel)
“Explore. Engage. Apply.”
(NDNU)
Headline writing techniques
Twist / Irony
(the unexpected)
Headline writing techniques
Relevance (Currency)
“In today’s economy, you can’t be too careful
with your money.” (bank)
Headline writing techniques
Mention product/brand
“I should’ve had a V8.”
Headline writing techniques
Understatement/overstatement:
Headline-visual synergy; Is the product already amazing?
Headline checklist
1. Let it sit. Come back to it. (applies to all creative
endeavors)
2. Does it work with the visual? Subhead(s)? Body copy?
Tagline?
3. Does it fit nicely on the page with the other elements?
4. Will it work in a “billboard test?”
5. Does it appeal to reader’s self interest?
6. Does it pull reader into the body copy?
7. Is it the best you can do?
8. Do you need a subhead to explain it?
9. Be careful with puns. Do they serve a good purpose?
10. Think campaigns—can it be extended, repeated?
Evaluating Headlines – Masterson’s 4Us
• Is the headline:
– Urgent?
– Unique?
– Ultra-specific?
– Useful?
Subheads
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Clarify the headline
Reinforce main idea
Break up large blocks of copy
Lead readers into body copy
Does subhead complement or compensate for
the headline?
Which is the headline? Which is the
subhead? Or does it even matter…?
Clever complementary subhead here.
Taglines / Slogans
• Provide continuity for campaign (i.e. “travel
well”)
• Crystalize and brand the “One Thing”
associated with brand
• Brand the advertising
• Amplify the meaning and significance of the
brand
• Good slogans become part of peoples’ daily
conversations
Coca-Cola’s Slogans
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Open Happiness (2009)
The Coke Side of Life (2006)
Life Tastes Good (2001)
Always Coca-Cola (1993)
Can’t Beat the Real Thing (1990)
Red, White and You (1986)
Coke is It! (1982)
Have a Coke and a Smile (1979)
I’d Like To Buy the World a Coke (1971)
Good Taglines…
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Creatively mention the clinching benefit
Get to the point in as few words as possible
Have a “ring” to them
Are easy and fun to repeat
Typically have meaning beyond the brand
– Most brands can’t afford to be so vague…
Classic headline uses irony and
specificity to make its point.
Disparaging your own brand to
gain attention?
Sounds obscene.. But it’s not.
Gets right into how consumer
interacts with the product.
Simple mysterious “yeah” text
invites you in. No visual, but it
works.
Breaking the rules on how
numbers should be presented.
Clever, but takes some thought to understand.
Visual explains the headline.
Clever reversal of a commonly used phrase.
Where do I put the tagline?
Where do I put the tagline?
Headline Exercise – Brainstorm and Create
• Pick a brand, product, concept or company
• Write down all the words about the brand,
product, concept or company that come to mind.
Let it all out… 
• Now, revise the list to only include positive words
that could sell the product.
• Now, pick two or three positive words that seem
to go together and create a headline out of them.
• Have a classmate edit your headline to make it
better.
Headline Exercise – Masterson’s 4 U’s
• Choose two similar headlines for the same
product / brand / concept.
• Rate the headlines using Masterson’s 4 U’s:
– Urgent?
– Unique?
– Ultra-specific?
– Useful?
• Tally the ratings. Which headline did better?
Tagline Exercise – Top 3
• Choose an existing brand.
• Create three different taglines for the brand.
Number them 1-3.
• Now rank your own taglines in order of
preference: Best, Worst, Middle. Put the
ranking right next to the tagline.
• We will now discuss your taglines as a class.