Most copywriters find it easiest to write “direct selling” headlines. That's because they are the easiest. But even direct headlines can contain clever twist to them so they stand out on the page. Otherwise, why hire a copywriter? Anyone with basic English skills could write a “direct selling” headline.
Here’s a direct selling headline for Anchor embroidery canvas:
"Anchor Single and Double Thread Canvas
Because what you embroider on is as important as what you embroider."
The following headline for a luxurious hotel resort is also direct sell but has a wonderful twist:
"Every view comes with a beautiful room."
Another example below promises a possible free holiday in return for the entrant’s details. The objective is to get the addresses of potential customers:
"A free holiday for two to Mauritius could be just a few strokes away."
The twist here comes from the few strokes of a pen.
The writer should keep in mind that a clever headline can be obscure and the reader may miss the meaning entirely. However, a clever headline does stand out and get noticed. But it should be relevant to what the writer wants to convey must not be obscure.
If necessary, a subhead can be used to clarify or illustrate the benefit.
Direct Mail Promotions - Long Headlines
This long headline was written for a very successful travel agent promotion mailing for British Airways:
"It’s a hectic day. Within half an hour there are bookings to be made for New York, Frankfurt and Paris.
The phone keeps ringing. Suddenly, you feel you’re being
watched. You turn around, and…."
And the first line of the letter inside reads:
"Spill the ink."
Advertising Headlines that Interest the Reader
It turned out that harried travel agents are never too busy to read long copy. They read this one because they were intrigued and teased to read further – inside. They recognised their own normal day at work in the story situation.
This concept can be easily adapted to an ad. This sort of headline is also called the teaser headline.
The illustration was an intriguing blob of spilled ink on the envelope, that’s all. And it was humourous. The entire concept was built around the "Secret Agent" who the travel agents were told would be visiting them in plain clothes.
The Secret Agents would listen to them carefully to see if they were promoting British Airways to their customers.
If they were found to be doing so, the Secret Agent would come forward and gift them a Parker pen on the spot. Secrets always incite excitement and anticipation.
Another example of a long and interesting headline is this one for the Peace Corps.
"We need someone with the ambition of an investment banker, the patience of a driving instructor and the optimism of a weatherman."
Most people want to be seen as ambitious, patient and optimistic. This headline appeals to the desire for success.
Ad Samples - Spoken Quotations As Headlines
Dialogue livens up a book. Quotes liven up ads. They add the human interest for humans who are reading them.
This headline is for the American Mental Health Fund:
“All he needs is a good swift kick in the pants.”
And this one is for the same client:
“I’m sick of her running our lives.”
A writer of fiction would refer to this as writing in the “first person” which is a most dramatic viewpoint to write from. It has urgency and immediacy. It makes claims – whether in advertising or in fiction – all the more believable.
First person can add intrigue and story appeal to a headline. Everyone enjoys a story.
Here’s a headline with story appeal for a restaurant:
“Give me a man who can cook up a storm once in a blue moon.”
This ad was targeted at men who wanted to add their own personal touch to a moonlit dinner. It would take a sensitive man to cook up a storm for his lady love. The woman’s words in the headline are designed to attract a man’s attention right away. “Give me a man. . .”
And note the “once in a blue moon” – it’s understood that these men don’t cook all the time, and when they do cook, it’s just for fun and romance. The emotion evoked here is the desire for love and romance.
Beginning copywriters tend to overuse the quotation headline, but this is a tool usually only an experienced copywriter may use successfully. It must sound natural, it must be intriguing.
Even a long headline can pull if it's got story appeal. And a to the point direct sell headline can have a clever twist to it. Spoken quotations can also make good headlines as they possess immediacy and are easy for people to identify with.
For more on headlines, see: Headlines That Surprise and Build Credibility and Writing Headlines.
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