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Headlines and Taglines

Headlines and Taglines. Advertising Strategy (Alstiel and Grow). Headline types, when to use it. News: when you want to introduce a new product, new brand, new feature Direct benefit: when you want to promise a reward or highlight the prime benefit in the headline

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Headlines and Taglines

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  1. Headlines and Taglines Advertising Strategy (Alstiel and Grow)

  2. Headline types, when to use it • News: when you want to introduce a new product, new brand, new feature • Direct benefit: when you want to promise a reward or highlight the prime benefit in the headline • Curiosity: when you want to intrigue the reader into finding the main ideas in the body copy • Emotional: when you want to sell the image and/or invoke resonance in the reader

  3. Headline types, when to use it • Directive (Command): when you want the reader to do something • Horn blowing: when you want to impress the reader by being the biggest, the fastest, the first, etc • Comparison: when you want to differentiate your brand from the competitor or use a metaphor to describe your product • Label: when you want to focus on the brand name, product name, or campaign tagline rather than discuss features/ benefits

  4. Magic Words • Advice, Announcing, At last, Free, how, how to, new, reduced, this, wanted, which, who else, why

  5. Writing Headlines with Style • Style – Headline – Visual – Client • Question – Do you really need more proof that drinking impairs your judgment? – Plain girl morphing into a fashion model as it gets later in the evening – MADD • Question – Ever seen a grown man guy? – Broken whiskey bottle on floor – Crown Royal • How-to – How to convert liters into cups – Race car and racing trophies – Acura

  6. Writing Headlines with Style • Style – Headline – Visual – Client • How-to – How to write an obituary for your teenager – [All-type ad] – Partnership for a drug-free America • Quote – I told my dad I stopped raising hell and he called me a quitter – Redneck-looking guy smoking a cigarette - Winton • Quote – These tables are my voice and I’m about to holla the world – DJ scratching two turntables – Moutain Dew Red

  7. Ineffective Headlines • Asking a question that cannot be answered (confusing) • Asking a question that can be answered with a simple yes or no (no involvement) • Using a headline as a caption, describing rather than interacting (no synergy with visuals and limited involvement)

  8. Ineffective Headlines • Using puns that have no relation to the product or the market • Insulting, condescending, patronizing (annoys intelligent readers) • Being clever for the sake of cleverness (trying to impress rather than persuade)

  9. Subheads

  10. Preheads

  11. Top 10 Taglines • A diamond is forever • Just do it • The pause that refreshes • Tastes great, less filling • We try harder • Good to the last drop • Breakfast of champions • Does she …. Or doesn’t she? • When it rains, it pours • Where’s the beef?

  12. Top 10 Taglines • DeBeers • Nike • Coca-Cola • Miller Lite • Avis • Maxwell House • Wheaties • Clairol • Morton Salt • Wendy’s

  13. How to write more Effective Taglines • Keep it short and simple • Think jingle • Try to differentiate the brand • If you have to be generic, go global • Play with words • Don’t confuse or mislead • Justify your choices

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