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Headlines. Split Second Accuracy Required. Objectives:. Upon completion of this class and the assignments, you will be able to: Identify what an ad headline is and needs to do Distinguish between the 7 types of visuals and their balance
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Headlines Split Second Accuracy Required
Objectives: • Upon completion of this class and the assignments, you will be able to: • Identify what an ad headline is and needs to do • Distinguish between the 7 types of visuals and their balance • Use various levels of visual and textual synergy and over- and under-statements • Recall the ABC headline formula and the characteristics of each of the three parts (A, B, and C) • Note the difference between a slogan and a headline • List the characteristics of a good slogan • Match at least three types of headlines with given headline examples • Write different types of headlines for assigned examples
Copy or Headline: Where to Start • Depends on you • Some people work on heads and visual • Some people write text to see what develops • Once a headline appears the text is re-written to it • Depends on the assignment • Depends on the boss • Either way…. Think visually! Remember that basically all advertising is a relationship between language and imagery: words are tied to pictures. (Felton, 2006)
Where to Start • Think visually, even if it’s in words • The 7 kinds of graphics • Visualize the product performing, being used • Visualize the user, the benefit, the payoff • Put them together in a dramatic or appealing way
Can You See The Strategy? • Name an ad that has a headline, body copy, and call to action that are all the same 3 words. • Guess • Name an ad that in two words changed the way people thought about automobiles and how they were shown in an ad. • Guess
Exercise: Apply the Strategy • Product: First Carolina Bank: Refinancing • Objective: Increase Refinance Activity • Target: People who have older loans • Positioning: • A place where you can take advantage of the best financial help and services. Gives you the chances to save. Gives you the most flexible credit and investing opportunities. • Offers up-to-date best options • Easy to do business with. Looks out for you.
Apply the Strategy • Product: Public Library • Objective: Increase use • Target: Infrequent or novice users • Positioning: • A place where you can get “In The Know and Find Fun For Free. More than you ever knew is there for you.” • Proof Points • Information, exciting stories • Videos, CDs, Books on Tape, etc.
Words and pictures: Achieve Synergy, Not Redundancy • The desired effect between what you say and what you show. • Two or more elements work together to increase the effect: Synergy/Gestalt. • Each ad on the next slide shows how a headline and image can depend so much on each other that neither works alone.
Smart Ads Make Consumers Work When they encounter something that isn’t instantly clear they become involved. Lure me into a “do it yourself” moment as follows.
Combine Understatement and Overstatement • If your visual is overpowering and/or exaggerated, lighten up on the copy and vice versa. • Don’t shout twice • Same as good drama: Rhythm and Pacing • Don’t take the easy shout, think it out. • Make it “happy hype”. A game. As follows.
Exaggeration and Hyperbole • Exaggeration • Hyperbole
Understatement • Less is more • Say or show less than the situation calls for • Be “unexpected” • Pick a wild visual and the ask, “what’s the quietest comment I can make about it?” • Or, write a low-key headline and the add an outlandish visual. • Non-sequitur/comic misdirection wins attention and makes the point and sale • Yes, but he’s got a chain saw. • For more tips see chapter 14 in the textbook.
One idea per ad • Or … two or three ideas that you make look and sound like one idea • A sports car for both halves of your brain. The half that’s seventeen and the half that’s retired and living in Miami. (Subaru SVX) • Taste great. Less filling. (Miller Lite) • Strong enough for a man. But, made for a woman. (Secret Deodorant)
How to Write a Headline • Remember to start with a visual (a picture in your mind’s eye). • What’s the promise? What do you need to say? • How does it demonstrate the essence of what you need the customer to think, do, say, buy? • How can you make an irrational presentation of a rational argument? (Steve Hayden, O&M)
Visual Advice • Demonstrate • Show the product • Show a CU of part • Emphasize • a visually interesting aspect of the product • a person connected to it • Highlight the benefits of using the product • Show lifestyle the product helps enable • Use side-by-sides/split-screen comparisons • Show variations of the product • Reduce everything to the bare concept • Show nothing • Show and talk about something related to the product but not the product
The Lead-off Batter: Getting On base • Your headline has just a few seconds to • Attract his or her attention • Stimulate interest • Get them to read on • Connect with the right prospects • Capsulize and summarize the selling message • Firmly identify the product or service • Offer a benefit
The ABC Formula of a Headline • A = Attention • B = Benefit • C = Creativity
The ABC Formula of a Headline • A = Attention • Call them by name (type) • Talk their language • Give them news • Remember that the illustration also works for you
The ABC Formula of a Headline • B = Benefit(s) • What does it do for the prospect? • What will the prospect gain? • How will it make them feel? • Example: • Wonder Bread: Builds strong bodies twelve ways.
The ABC Formula of a Headline • C = Creativity • Makes new, unique connection • IS surprising • Is convincing • Example: • Toni Home Permanents: Which Twin Has the Toni? • Clairol: Is She or Isn’t She? Only Her hairdresser Knows.
Headline Advice • Consider “Command Headlines”. • Use rhetorical questions. • Add “How or Why” to the headline. • Speak to the customer. “this ad’s for you.” • Decide whether to shout, speak or whisper. • Ask how long should the headline be. • Use both internal and external punctuation marks even when not complete sentences. • Adds power and sense of authority • Use subheads frequently. • They help an ad work both fast and slow (pace-rhythm) Tip: Refer to the list of types later in these notes and observe, observe, observe ads you see everyday!
The Slogan • The slogan (or Tag Line) is like a closing headline that lives on for a long time • A good slogan is • Brief • Concise • Memorable • Encapsulates the brand image • Inspires belief, action, or both • Examples: Just Do It. We Try Harder. The Un and Only. It’s the Real Thing. • When in doubt about the slogan • Sell • Use the U.S.P.
Identify the headline, copy, slogan. • Is the headline long or short? • Is there body copy? A story?
Types of Headlines • News (New, now, improved, etc.) • Claim (Superior than, as good as but less expensive, etc.) • Advice (Take it from us. Did you know?, etc.) • Curiosity (What does it mean? Really?) • Command (Do and receive) • Challenge (Try or make a change) • Closely Identifies the product (Shake. Bake. There. You’ve Made Dinner.) • Personal (“If this is you, ….”)
Headline Exercise 4-1: Pair up. Go to Website and download Headline Exercise Document. Save to your local zip or jump drive. Open document and save it as “Headlines-(your names) Complete and save again. Print and submit to me.
Summary: • Having completed this class and the assignments, you are able to: • Identify what an ad headline is and needs to do • Distinguish between the 7 types of visuals and their balance • Use various levels of visual and textual synergy and over- and under-statements • Recall the ABC headline formula and the characteristics of each of the three parts (A, B, and C) • Note the difference between a slogan and a headline • List the characteristics of a good slogan • Match at least three types of headlines with given headline examples • Write different types of headlines for assigned examples
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