Transcript Slide 1

CH 2: Writing to Get Attention
The Headline
4 Things
a Headline Must Do:
Get attention
2) Target the audience
3) Deliver a complete message
(that indicates a benefit)
4) Draw us into the body copy
1)
P.S. This will be on your test.
1)
2)
3)
4)
Get attention
Target the audience
Deliver a
complete message
(that indicates a benefit)
Headline plus organization
name tells us this.
Draw us into the body copy
1) Get Attention
80% of the time, people will only read the
headline, so you must communicate
everything in headline and visual
(or headline, visual, and positioning line).
The headline is the most important part
of the ad. Has to “pop through the clutter”
of 3,000 ads
You have 5 seconds to stop the viewer with
your headline and visual and draw them in
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 Audience
“Everyone” is not a target audience.
65+ seniors who need life insurance is a target
audience.
25-54 year old affluent men and women is a
target audience.
Appeal to target audience, and be sure not to
disqualify people in your audience: Example,
mattress ad
Who is the
target audience?
This ad appeared
in Better Homes
and Gardens.
This exact ad
appeared in Cosmo
with the line about
kids exchanged
for the line
“sweet dreams”.
3) Deliver the complete message
So that you don’t lose
80% of your audience:
Gas Energy, Inc. Cuts
Cooling and Heating Costs.
(Note line breaks)
(Note Use of Advertiser’s Name)
This ad
-gets attention
-targets the audience
-gives us
complete message
- draws us in to
body copy
It’s also an
example of
a 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 reader
into the body copy
A few products need no body copy
(fashion, liquor, soft drinks),
But most need body copy
(cars, computers, books, telephones, etc.)
So . . . Arouse curiosity with
humor, 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 example
of scare tactic:
Complete message
draws us into body.
Scare tactic headlines
are not direct,
but they imply
a benefit by
implying that
the fearful situation
will be aleviated
by a product.
The “Ad Concept”
Headline and Visual
Working Together
To Bring You
The Complete Message
Headline and visual
work together to
communicate
the message.
Also an example of
new product
development
for 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 action
Floor cleaner
Floor cleaner plus sparkling floors
Floor 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 of
product in action
-Person in the
ad 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
grandmother
in Indiana.
But sex can be a powerful motivator,
often used in subliminal messages.
1
Article on
subliminal
sexual imagery.
2
Full page ad.
We see the
implications
of the headline.
But can you see
the “secret” image?
3
Closeup
Sexual imagery
and words
have also been used
in diaper ads
and soft drink ads.
Checklist for Headlines
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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
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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 the
problems with this ad?
What are the
problems with this ad?
Exercises for Next Week
Read CH 3, 4, and 6
2) Do worksheet on “Headlines”
1)
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
Questions?