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!
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