Benefit of writing the Right Headline - the right way!‘
Writing Headlines What would make you shell out money to buy the product? What is the ‘Reason Why’ or what is the ‘Benefit of the benefit’! As it is often said in advertising parlance - Sell the sizzle not the steak! People are not looking for a TV per se; they are looking to enhance their viewing pleasure, they are looking for features, they are looking for so on and so forth. Remember: Do not sacrifice quality for trying to write a clever headline! Express your idea even if it takes more words. Sometimes brevity is necessary yet, see that your ‘reason why’ is expressed well! Similarly, when a short headline is apt like when the size of the ad is small. Or the visual chosen needs just a few words…just do it! See that the meaning is clear…for e.g. ‘David dropped Goliath’ either David picked Goliath and threw him down. It could also mean David knocked out Goliath or David felled Goliath ( John Caples ) ...