Chapter 2: Writing to get Attention: The Headline February 27, 2007

In this Chapter Bly shows us how to grip the reader’s attention. The most important thing is the headline, we must convince the consumer to continue reading the ad to find out more about the product you are trying to sell. As the copywriter, it is our job to get their attention. Bly gives up some tips on how to do this.

• Bly tells us that if the headline does not grab the readers attention in the first few seconds it is likely they will pass over the ad.
• The headline gets the attention of the reader by giving a great “first impression”. For example, in print it is the headline and what the reader sees or on a website it is the the first screen.
• “If you haven’t done some sellingin your headline, you have wasted 80% of your client’s money”
• In order to have an impact the headline must tell the reader “this is something you’ll want!”
• A headline carries 4 functions: (each one will be presented with an example given by Bly)

1. GET ATTENTION there are various ways you can do this. One can focus on the readers’ interests “Give your kids a fighting chance” (Crest), another way is to give news “Discover our New Rich Roasted Taste” (Brim decaffeinated coffee). And of course we must never underestimate the power of the word FREE! Bly also tells us that a convincing headline can offer the reader information that may be of use to them “How to bake beans” (Van Camp’s).
2. Selecting the audience. This is pretty straight forward, before writing a headline you must decide who your audience is. “We’re looking for people to write children’s books” (The Institute of Children’s Literature).
3. Deliver a complete message. David Ogilvy tells us that “four out of five readers will read the headline and skip the rest of the ad”. Well, that says a lot. This means that we have to say everything that needs to be said in the headline. “You Can Make Big Money in Real Estate Now”(Century 21).
4. Drawing the Reader into the Body Copy.  This is the toughest part of writing a headline. As we learned before most readers will only read the headline of the ad. So it is vital that the headline draw the reader into the body copy, by arousing curiosity. “The five dollar alternative to a costly plastic surgery” this headline draws the reader in. Hey, who would not want to know more about that?!

• The Eight Basic Headline Types: this is a basic formula for writing a headline which the writer can use to successfully draw in the reader.

1. Direct Headlines: direct and straight forward.
2. Indirect Headlines: this headline will cause the reader to raise an eyebrow. They will be curious about what is in the body copy.
3. News Headline: this headline will tell the reader something new is out there, whether is be a new product or simply and improvement on an already existing product. “Finally a Caribbean Cruise as Good as It’s Brochure” (Norwegian Cruise Line).
4. How-to Headline: this headline will help solve your problems. Here the ad offers a way to help the reader fix whatever problem they may have.
5. Question Headlines: one thing Bly emphasizes here is that it is vital to  make sure that we are focused on what the reader needs/wants and not what the writer needs/wants. “Have You any of these Decorating Problems?” (Bigelow Carpets).
6. Command Headlines: In this type of headline there is usually a strong verb that begins the sentence “Put a Tiger in Your Tank” (Esso).
7. Reason-Why Headlines: the basic 1-2-3  of writing a headline. “120 to 4,000 reasons Why You Should Buy Your Fur in the Next Four Days”.
8. Testimonial Headline: This type of headline uses customer satisfaction to tell the reader how good the product is. The consumer does the selling for you.

• Bly also suggest that the writer keep a file of references you can use when you are trying to write a headline of your own. This is known as a Swipe File , and can be used in a pinch when you can’t think of what to write.
• The 4 U’s. This formula for writing  a powerful headline was developed by Michael Masterson, the are:

1. Urgent: giving the reader a reason to get off the couch and buy your product NOW!
2. Unique: Be creative, say something the reader hasn’t seen before.
3. Ultra-Specific: entice the read. “What Never to eat on an Airplane”
4. Useful: offer a benefit to the reader.Show them that buying this product will benefit their lives.

• Bly suggests that you rate your headline by the 4 U’s . On a scale of 1 to 4 (4 being the highest) and if does not rate at a 3 or 4 on at least 3 of the above then it could be stronger.
• There are somethings to avoid when writing a headline such as blind headlines, irrelevant wordplay and negatives.
• The technique that Bly uses is to ask himself 3 questions.

1. Who is my customer
2. What are the important features of the product?
3. Why will the consumer want to buy the product?

• He also suggests that if you cannot come up with headline to create a list of words that apply to the product and use a play on words.
• To sum things up, the headline is the most important part of the ad, being straight forward and concise is really the key to writing a successful headline.

“Too many ads are approved because of their entertainment value. That’s a waste of money”
-Jim Alexander

Advertisement