1. Headlines and Taglines - Headlines SBM 338 Lanny Wilke

2. 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

3. 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

4. News Announces or promises new information. “It’s a girl!” Must be believable. Direct benefit Shouldn’t be too cute or clever. Gore-Tex Fabrics keep you warm and dry. Regardless of what falls out of the sky.

5. Curiosity/Provocative Provoke 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.

6. Emotional You’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”

7. Hornblowing Impress the reader. Tell them you’re the best. Comparison A way to differentiate your brand from the competition

8. Label Might be used for “reminder” ads

9. Question Encourages readers to search body for the answer. “What makes our tire customers smarter & richer than others?

10. Benefit Headline

12. Incorporating Humor

13. Writing Effective Headlines The Magic Words AdviceNow AnnouncingReduced At lastThis FreeWanted HowWhich How toWho else NewWhy

14. Proven styles Question – reader involvement How-to – again, reader involvement, but make it interesting to the reader. Quote – what others are saying.

15. Use the creative tree

16. Headlines With Style Be specific Rhyme, rhythm, alliteration Puns and wordplay Parallel construction Twist it Understatement/Overstatement

17. 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

18. 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?

19. 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?

20. Subheads Four main purposes: Clarify the headline Reinforce the main idea stated in the headline Break up large copy blocks Lead you into the body copy

21. Subhead Traps Using the subhead to explain the headline Using the subhead to introduce a new, separate idea

22. Preheads Also called an overline (precedes the headline) Four reasons to use a prehead: Set up the headline Define the audience Identify the advertiser Identify an ad in a series