Headlines

1. Headlines Split Second Accuracy Required

2. Objectives: • Upon completion of this class and the assignments, you will be able to: • Identify what an ad headline is and needs to do • Distinguish between the 7 types of visuals and their balance • Use various levels of visual and textual synergy and over- and under-statements • Recall the ABC headline formula and the characteristics of each of the three parts (A, B, and C) • Note the difference between a slogan and a headline • List the characteristics of a good slogan • Match at least three types of headlines with given headline examples • Write different types of headlines for assigned examples

3. Copy or Headline: Where to Start • Depends on you • Some people work on heads and visual • Some people write text to see what develops • Once a headline appears the text is re-written to it • Depends on the assignment • Depends on the boss • Either way…. Think visually! Remember that basically all advertising is a relationship between language and imagery: words are tied to pictures. (Felton, 2006)

4. Where to Start • Think visually, even if it’s in words • The 7 kinds of graphics • Visualize the product performing, being used • Visualize the user, the benefit, the payoff • Put them together in a dramatic or appealing way

5. Can You See The Strategy? • Name an ad that has a headline, body copy, and call to action that are all the same 3 words. • Guess • Name an ad that in two words changed the way people thought about automobiles and how they were shown in an ad. • Guess

6. Exercise: Apply the Strategy • Product: First Carolina Bank: Refinancing • Objective: Increase Refinance Activity • Target: People who have older loans • Positioning: • A place where you can take advantage of the best financial help and services. Gives you the chances to save. Gives you the most flexible credit and investing opportunities. • Offers up-to-date best options • Easy to do business with. Looks out for you.

7. Apply the Strategy • Product: Public Library • Objective: Increase use • Target: Infrequent or novice users • Positioning: • A place where you can get “In The Know and Find Fun For Free. More than you ever knew is there for you.” • Proof Points • Information, exciting stories • Videos, CDs, Books on Tape, etc.

8. Words and pictures: Achieve Synergy, Not Redundancy • The desired effect between what you say and what you show. • Two or more elements work together to increase the effect: Synergy/Gestalt. • Each ad on the next slide shows how a headline and image can depend so much on each other that neither works alone.

9. Synergy: It’s Inseparable

10. Smart Ads Make Consumers Work When they encounter something that isn’t instantly clear they become involved. Lure me into a “do it yourself” moment as follows.

11. Quick. What do these say?

12. Combine Understatement and Overstatement • If your visual is overpowering and/or exaggerated, lighten up on the copy and vice versa. • Don’t shout twice • Same as good drama: Rhythm and Pacing • Don’t take the easy shout, think it out. • Make it “happy hype”. A game. As follows.

13. Exaggeration and Hyperbole • Exaggeration • Hyperbole

14. Understatement • Less is more • Say or show less than the situation calls for • Be “unexpected” • Pick a wild visual and the ask, “what’s the quietest comment I can make about it?” • Or, write a low-key headline and the add an outlandish visual. • Non-sequitur/comic misdirection wins attention and makes the point and sale • Yes, but he’s got a chain saw. • For more tips see chapter 14 in the textbook.

15. Bold Graphic. Light Statement.

16. Big Commands. Simple Visual.

17. One idea per ad • Or … two or three ideas that you make look and sound like one idea • A sports car for both halves of your brain. The half that’s seventeen and the half that’s retired and living in Miami. (Subaru SVX) • Taste great. Less filling. (Miller Lite) • Strong enough for a man. But, made for a woman. (Secret Deodorant)

18. How to Write a Headline • Remember to start with a visual (a picture in your mind’s eye). • What’s the promise? What do you need to say? • How does it demonstrate the essence of what you need the customer to think, do, say, buy? • How can you make an irrational presentation of a rational argument? (Steve Hayden, O&M)

19. Visual Advice • Demonstrate • Show the product • Show a CU of part • Emphasize • a visually interesting aspect of the product • a person connected to it • Highlight the benefits of using the product • Show lifestyle the product helps enable • Use side-by-sides/split-screen comparisons • Show variations of the product • Reduce everything to the bare concept • Show nothing • Show and talk about something related to the product but not the product

20. The Lead-off Batter: Getting On base • Your headline has just a few seconds to • Attract his or her attention • Stimulate interest • Get them to read on • Connect with the right prospects • Capsulize and summarize the selling message • Firmly identify the product or service • Offer a benefit

21. The ABC Formula of a Headline • A = Attention • B = Benefit • C = Creativity

22. The ABC Formula of a Headline • A = Attention • Call them by name (type) • Talk their language • Give them news • Remember that the illustration also works for you

23. The ABC Formula of a Headline • B = Benefit(s) • What does it do for the prospect? • What will the prospect gain? • How will it make them feel? • Example: • Wonder Bread: Builds strong bodies twelve ways.

24. The ABC Formula of a Headline • C = Creativity • Makes new, unique connection • IS surprising • Is convincing • Example: • Toni Home Permanents: Which Twin Has the Toni? • Clairol: Is She or Isn’t She? Only Her hairdresser Knows.

25. Headline Advice • Consider “Command Headlines”. • Use rhetorical questions. • Add “How or Why” to the headline. • Speak to the customer. “this ad’s for you.” • Decide whether to shout, speak or whisper. • Ask how long should the headline be. • Use both internal and external punctuation marks even when not complete sentences. • Adds power and sense of authority • Use subheads frequently. • They help an ad work both fast and slow (pace-rhythm) Tip: Refer to the list of types later in these notes and observe, observe, observe ads you see everyday!

26. The Slogan • The slogan (or Tag Line) is like a closing headline that lives on for a long time • A good slogan is • Brief • Concise • Memorable • Encapsulates the brand image • Inspires belief, action, or both • Examples: Just Do It. We Try Harder. The Un and Only. It’s the Real Thing. • When in doubt about the slogan • Sell • Use the U.S.P.

27. Identify the headline, copy, slogan. • Is the headline long or short? • Is there body copy? A story?

28. Types of Headlines • News (New, now, improved, etc.) • Claim (Superior than, as good as but less expensive, etc.) • Advice (Take it from us. Did you know?, etc.) • Curiosity (What does it mean? Really?) • Command (Do and receive) • Challenge (Try or make a change) • Closely Identifies the product (Shake. Bake. There. You’ve Made Dinner.) • Personal (“If this is you, ….”)

29. Command

30. News

31. Advice

32. Curiosity

33. Claim

34. News

35. Command

36. Curiosity

37. Claim

38. Identify with Name

39. Challenge/Command

40. Personal. If this is you …

41. Headline Exercise 4-1: Pair up. Go to Website and download Headline Exercise Document. Save to your local zip or jump drive. Open document and save it as “Headlines-(your names) Complete and save again. Print and submit to me.

42. Summary: • Having completed this class and the assignments, you are able to: • Identify what an ad headline is and needs to do • Distinguish between the 7 types of visuals and their balance • Use various levels of visual and textual synergy and over- and under-statements • Recall the ABC headline formula and the characteristics of each of the three parts (A, B, and C) • Note the difference between a slogan and a headline • List the characteristics of a good slogan • Match at least three types of headlines with given headline examples • Write different types of headlines for assigned examples

43. End of Chapter

44. The mix

45. Back

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