Day 6 of how to write great headlines in less than 30 days

How to write great headlines in less than 30 days

 Done-to-death clichés

Day 6:

A headline must throw up interesting ideas. Anything that sounds remotely clichéd is a complete no-no.

For example:

Would you consider responding to a soap ad that says, “… for skin as smooth as silk”? 

Bleh, right?

Even my headline for this post has been done to death as I’m sure you would have noticed.

Although similes are an accepted form to use in ads, I would advise against it if it has been done before only because it sounds so insincere; and copywriting is all about building trust. 

The art of a skilled copywriter is to create his/her own simile or analogy.  Something refreshing as, for instance, in:

Are you game to pursue something as hot as fame?

I leave you to analyze that one for me.

What have your experiences with using similes and metaphors been? Share with us some of your own experiences in the space below.

Until then,

Adieus!

Day 5 of how to write great headlines in less than 30 days

How to write great headlines in less than 30 days

Using engaging language to be more engaging

Day 5:

One of the not-so-secret-rule of writing interesting headlines is not to go by the book when constructing copy for your ad. And so, while in school, teachers teach us not to use the conjunctions “and” and “but” in the beginning of a sentence, it is permissible in a copy for an ad.

It must be borne in mind that we are engaging the reader in a one-on-one dialogue. And to engage them well, it has to follow a conversational style.

So everything is acceptable so long as it sounds natural, as we speak. 

Any sentence that doesn’t flow smoothly must be edited until it does.

Incomplete sentences, one word sentences, phrases, all these forms and more are acceptable so long as it rolls easily on the tongue.

Notice the word “ad” in the first line of this section has a red squiggle?  I haven’t altered it even though that is a massive faux pas in our circles and I’ll tell you why. 

I have deliberately ignored it as that is just the way we would naturally speak. And writing copy is all about engaging the consumer in a conversational tone.

Have you ever had any problems with ensuring that words roll smoothly off the tongue, recently? Share with us some of your experiences in the space below and let’s work on it together, yes?

Until the next,

Adieus!

A reader asks...

How to write great headlines in less than 30 days

Reader query, answered below:

So, what’s new?

I was asked this question by a reader and here’s what I have to say:

 Why does one copywriter make millions annually while the other languishes in deep slumber? Think about it. Why do two people with similar know-how lead dissimilar lives?

Simple; one copywriter listens carefully and applies what he learns every day every time, while the other moves on to the next exciting book and reads it all over again.

Have you got a question, any question, about writing great headlines?   Do write in your comments in the space below and perhaps I will take up the conversation from there, yes?

Until then,

Adieus!

Day 4 of how to write great headlines in less than 30 days

How to write great headlines in less than 30 days

One big idea, please…Thank you!

Day 4:

Today’s lesson is about focusing on just one big idea in your headline.

 That headline should also talk of a big benefit to the consumer should s/he choose to buy it.

And if possible, try to include the name of the brand in the headline so that the consumer is left with no doubt as to the contents of the copy. It isn’t necessary but it helps.

And while doing all of the above, make certain that it doesn’t sound contrived.

Notice, I have mentioned three or four ideas or points which could have been separate topics of discussion that could merit their own space in different posts.

If this post were to be the copy for an ad, it would be professional hara-kiri to mention a few, different ideas within a single ad copy. 

A point to ponder on, perhaps?

Have you had any ‘big idea’ moments with so much to say but not ‘allowed’ to mention? Feel free to share them in the space below.

Until tomorrow, then,

Adieus!

How to write great headlines in less than 30 days

How to write great headlines in less than 30 days

Day 3:

Cut, Cut, Cut!

Whether you write long copy or short, make each sentence, heck, each word sweat. In other words, each word should justify its presence in your copy.

To explain what I mean, allow me to elaborate.

Imagine the idea for an airline copy in the following sentence:

At the cost of Economy, Travel Business Class

That’s a mouthful, isn’t it? And a tad crude, yes?

Now read the following line:

Kingfisher Airlines – Pay Economy, Fly Business Class

Has it conveyed the sense of the idea?

 I would think so!

 And how have I been in editing? 

Ruthless, yes?

Have you had any luck in editing your copy? Do share your experiences in the space below.

Until then, it’s me signing off.

Adieus!