In most direct selling brochures and advertisements, the lead headline plays an essential role in grabbing the reader’s attention and drawing them in. So for designers who regularly design promotional materials, an ability to write or critique headlines can be advantageous.
This is the first of a two-part article revealing 13 proven headline-writing techniques. Use them as idea-starters to liven up an uninspiring copy-brief, and provide more motivation for an enticing visual approach.
The importance of the headline
When it comes to designing marketing materials, we always assume images attract more attention than words. Not always. A well-written headline can be just as effective at luring the reader’s eye as a well-selected visual. And an advertisement or brochure cover that includes both a strong headline and strong visual can dramatically improve your chances of the piece getting opened, read, and acted upon.
Unfortunately, lots of design briefs include lazy headlines that fail to inspire. Obviously, bad headlines means bad news for the client—people won’t read publicity that doesn’t shout for their attention. It’s also bad news for you—if the headline doesn’t inspire you, how are you expected to produce an exciting design?
Offering headline consultation
Designers willing to consult with their clients on headlines can forge themselves a major business advantage. Writing headlines allows designers to connect the ‘voice’ and the ‘look’ of the promotion, making for a much more dynamic and memorable copy/visual message.
It’s is also a layer of service that can significantly boost a designer’s freelancing job opportunities. Offering headline writing can turn a freelance designer into an advertising consultant, and an indispensable creative vendor for marketing clients.
The secret of a good headline?
A good headline should seduce the target reader. It should grab the reader’s attention, hooking the reader into the body copy.
This two-part article reveals 13 tips for wording headlines. This week we’ll look at numbers 1-5, next week we’ll finish off with 6-13.
Use the tips as a platform for brainstorming ideas when suggesting improvements for your clients’ lead copy.
1. Ask a provocative question
Questions address the reader at a personal level, eliciting their agreement and creating a need for the product. Well-targeted questions draw the reader into the body copy by arousing curiosity.
Example:
Do you make these mistakes in English?
2. Begin a story
A headline that promises an interesting or emotional story is guaranteed to catch the eye and encourage the reader to read on. For maximum effect, end your headline on a cliff-hanger so the reader has no choice but to find out what happens next.
Example:
They laughed when I sat down at the piano but when I started to play!
3. Make a controversial statement
Controversial statements arouse curiosity and give your publicity news-value. If you have an opportunity to make a controversial statement in a manner that is consistent with your product’s message, make sure the claim is a) true, b) not offensive in any way, and c) fully explained in the body copy.
Example:
There’s nothing free about free trade
4. Reveal an intriguing fact
Factoids satisfy the readers’ natural thirst for knowledge. Make sure the fact you choose is up-to-date and relevant to your target audience.
Example:
60% of communication breakdown in learners of English is the result of bad pronunciation
5. Promise a reward for reading on
Headlines such as How to…, 5 reasons why…, and 10 top tips for… promise the reader nuggets of useful information when they read the body copy. These headlines can be extremely effective, so long as you deliver on your promise in the text.
Example:
How to cut your home insurance bill in half
(‘How to Write Persuasive Headlines’ is continued next week…)
The above tips have been adapted from 100 Copywriting Tips for designers and Other Freelance Artists, available for download now at www.copywriting-designers.com
© Shaun Crowley 2006
Shaun Crowley has worked as a freelance copywriter and marketing consultant. He currently works as a communications manager for a major UK publishing company and is the author of The Freelance Designer’s Self-Marketing Handbook and 100 Copywriting Tips for Designers and Other Freelance Artists.
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