How to Write Persuasive Headlines (Part 2)
This is the second of a two-part article revealing 13 proven headline-writing techniques. Use them as idea-starters to liven up an uninspiring copy-brief, or to provide more motivation for an enticing visual approach.
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6. Command the reader to do something
Commands grab attention because they are direct, and they help you to communicate the product’s benefits up-front. For this reason, I recommend that you consider using a command headline as your standard headline of choice.
Example:
Eliminate foot odor with ShoeGuard
7. Be startlingly frank
People don’t normally expect promotional literature to be straight-talking. That’s why headlines perceived as being frank and honest never fail to grab attention. Use this approach if your message can be reinforced by forfeiting a trade secret or confronting a taboo or sensitive issue head-on. (Make sure your target audience will welcome your treatment of the issue you are confronting).
Example:
Cash if you die, cash if you don’t
8. Lead with a testimonial
People treat publicity with natural scepticism. Testimonials grab attention and encourage the reader to read on by immediately validating your message.
Example:
"I'm so sure you'll love my Frying Machine, I put my name on it"
9. Say how many people have bought the product
Popularity headlines grab attention and draw readers into the body copy by evoking a feeling of curiosity: there must be a reason why people are buying the product.
Example:
Over two million people go further with Headway each year
10. Write from somebody else’s point of view
You can write your headline from the view-point of anyone or anything that benefits from the reader buying the product. For example, if you are writing to teachers about a school text book, try writing from a student's point of view. If you are writing to mothers about a childcare product, why not write from the child’s point of view.
Example:
Product: Toddlers' diapers. Headline: [visual of toddler sitting on toilet] Mommy, I can do it too!
11. Play on words
Puns that reinforce a message can be extremely memorable. But be careful, gratuitous wordplay can appear absurd and completely incomprehensible. Make sure your headline works as a sales pitch as well as an interesting idea.
Examples:
- Product: Car. Headline: Forget mpg and mph. It's got mp3.
- Product: liquor. Headline: The story of Dramanio is over 250 years old. We’ve just added a couple of twists. [visual of hand twisting lime juice into a tall glass]
- Product: Cell phone. Headline: Ironic that a phone would leave you speechless
12. Break the reader’s expectations
When people say a particular headline is ‘clever’, it’s usually because the concept provides an element of surprise. Often the headline or visual sets up an expectation, which is broken when the product is introduced.
Examples:
- Heard the one about women drivers? [Sub-headline: They got cheaper car insurance.]
- What Nut Did This?[visual of delicious cake topped with walnuts]
13. Make it newsy
You can base the format and style of your headline and copy around the concept of a news report. This is particularly effective if the product has been developed on the back of some interesting research, if the message coincides with a timely news story, or if the product has been eagerly awaited in the market.
Example:
Exclusive: Good Grammar Book sweeps up at educational Oscars
This list of headline approaches is intended as a starting point for brainstorming ideas; it is not a definitive list—and indeed the most creative headlines often stray away from the conventional.
I should also note that many great concepts include headlines that are utterly meaningless in isolation, but extremely memorable in the context of the visual (the ‘What Nut Did This?’ example demonstrates this nicely).
Not surprisingly, headlines and visuals that work well together are more likely to be noticed. For help conjuring effective headline-visual concepts, read my article “Creating a visual/copy concept that sells”.
The above tips have been adapted from 100 Copywriting Tips for designers and Other Freelance Artists, available for download now at www.copywriting-designers.com
© Shaun Crowley 2006
Shaun Crowley has worked as a freelance copywriter and marketing consultant. He currently works as a communications manager for a major UK publishing company and is the author of The Freelance Designer's Self-Marketing Handbook and 100 Copywriting Tips for Designers and Other Freelance Artists.
A rather helpful blog, not bad with the guidelines too.