Working on the headline

A question came up about a new advertisement. As mentioned previously in other blogs, much time is spent worrying about the graphics. It’s certainly a worthy consideration, but not nearly so important as the headline. Graphics attract attention – get eyes to the copy. But graphics don’t sell. They lead the read in. Once there, the headline must grab the reader.

You grab the reader by putting him into the picture by showing him what is in his best self interest. Translated... benefits.

Too many advertisements are all about the advertiser: “We are the best...” “We are the cheapest...” “I invite you...” It’s all about you and not me. As the consumer, I’m all the matters in a sale. What you do doesn’t matter until what you do for me becomes my passion.

Another way of saying it is “no one cares about your product, they only care what it does for them!”

With that in mind, check out this first draft of a headline:

Final First Round
Classical Singer’s High School & University
Vocal Competitions

I added the italics to distinguish them from the rest of this blog. And they had put the first line in a much bigger font size. Again, that’s graphics and they don’t matter right now. The text better sell on its own or our ad is toast.

My question back to the writer was, “Why don’t you put ME into the opening line? Why would I care about “Final First Round”? The answer was that it brings up an inherent urgency... final offer... That’s true. It does. But that doesn’t matter until I am in the scene.

The writer reworked the ad and went to the basic principles. He came up with:

Your Last Chance To Win $2,300,000
in Scholarships and Cash Prizes

Classical Singer’s
High School & University
Vocal Competitions

Now this ad clearly puts YOU right smack dab into the opening of the ad. The subtle “Final” suggesting urgency is replaced by a direct statement. Advertising isn’t a great forum for subtle. Subtle appeals to the artist in me – my plays, stories and music provide great enjoyment for me t be subtle and gradually lead the audience into discovery. Do that in advertising and you won’t sell much. That’s a drag.

This new version is all about the audience, urgency, filled with an enormous benefit, emotions and specificity. It compels a person to what to know how this applies to them and how they can get it. Free money is always compelling. Sometimes it’s not credible, but mostly the allure of free money is irresistible. In this case it brings credibility to immediately tell of the sponsoring institution, Classical Singer, that has a heap of credibility to its audience. The rest of the body copy elaborates on the schools offering the scholarships and that builds credibility.

A good lesson on what must go into a headline.

Spend at least as much time working on your headline as you do your graphics and your graphics will end up being worthwhile... meaning you’ll make sales. That’s the idea.