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CH 2: Writing to Get Attention The Headline

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80% of the time, people will only read the headline, so you ... humor, intrigue, mystery, fear. Example: The $5 Dollar Alternative To Costly Plastic Surgery ... – PowerPoint PPT presentation

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Title: CH 2: Writing to Get Attention The Headline


1
CH 2 Writing to Get Attention The
Headline
2
4 Things a Headline Must Do
  • Get attention
  • Target the audience
  • Deliver a complete message (that indicates a
    benefit)
  • Draw us into the body copy
  • P.S. This will be on your test.

3
  • 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

4
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.

5
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, its here, at last,
    just arrived, how to, why, sale, quick, easy,
    bargain, last chance, guarantee, proven, results,
    save, counting (3 Easy Ways to . . . )

6
Examples
  • News The First Transportable Computer
    Worth Taking Anywhere
  • Free Take Four Sillhouette Romance Novels Free
    . . . And Experience the Love Youve 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 Im 50 years old,
    and I have a Bowflex Body. (see pp.127-129 for
    32 kinds of ads)

7
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

8
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.
9
3) Deliver the complete message
  • So that you dont lose
  • 80 of your audience Gas Energy, Inc.
    Cuts Cooling and Heating Costs. (Note line
    breaks) (Note Use of Advertisers Name)

10
This ad -gets attention -targets the
audience -gives us complete message - draws us
in to body copy Its also an example of a scare
tactic.
11
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.
12
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

13
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.
14
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.
15
The Ad Concept
  • Headline and Visual
  • Working Together
  • To Bring You
  • The Complete Message

16
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.
17
Strong Visuals Illustrate the Benefit Thats 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)

18
This visual shows -Benefit of product in
action -Person in the ad benefiting -product
shot -full color
19
Does sex sell?
20
That depends on - the product - the audience -
what you mean by sex (how its represented)
21
This will not sell muffin mix to my
grandmother in Indiana.
22
But sex can be a powerful motivator, often used
in subliminal messages.
23
1 Article on subliminal sexual imagery.
24
2 Full page ad. We see the implications of the
headline. But can you see the secret image?
25
3 Closeup Sexual imagery and words have also
been used in diaper ads and soft drink ads.
26
Checklist for Headlines
  • 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?

27
Checklist p2
  • 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 advertisers 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.

28
What are the problems with this ad?
29
What are the problems with this ad?
30
Exercises for Next Week
  • Read CH 3, 4, and 6
  • Do worksheet on Headlines

31
Headline Brainstorming Tips
  • Who is my customer? (targeting the audience)
  • What is the most important benefit of my
    product? (the USP, if possible)
  • WHY will my customer want to buy it instead of
    another? (positioning)
  • Brainstorm words associated w/ product.
  • See 32 kinds of ads pp. 127-129

32
The End
  • Questions?
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