Day 9 of how to write great headlines in less than 30 days

How to write great headlines in less than 30 days

99 per cent observation and 1 per cent writing

Day 9:

The #1 secret of writing great headlines, involves a bit of psychology.  Why does a consumer react in a particular way? Understanding that and empathizing with her is the first step towards reaching out to her.

Like I have written in a previous post: study people. Absorb life’s different facets. Record these experiences in a secret chamber of your brain only to have it spat out while writing about an insight of your prospect. It will never fail you. You will always have something new to talk about, something that resonates with your prospect.

Observe life, read books, watch movies that inspire for whatever the reason, not necessarily classics, but them too. 

(Isn’t this a lovely job? I love this profession!)

 Most great ideas are born from humble observations.

Spend 99 per cent of your time observing and 1 per cent giving form and editing what you have observed.

Have you used any psychological handles that you would like to share in the space below? Feel free to share your experiences…

Until the next,

Adieus!

Day 8 of learning how to write great headlines in less than 30 days

How to write great headlines in less than 30 days

Day 8:

 The Long and the Short of it

This is a- done-to-death quandary that copywriters puzzle themselves over: should my copy be long or short?

Much would depend upon the product. If the product demanded an explanation, then it would warrant a lengthier copy than, for example, an FMCG product would.

But either way (and I daresay at the cost of being repetitive) try to edit your copy in such a way that each word justifies its presence in the line. 

Your words must pack a punch though the line is short. The line,(notice I say, “line” and not “lines”)  must hit the reader with your full force. It must hit the reader who would slap himself in the face with a, “Why didn’t I think of that”!

Control your words and make them do your mind’s bidding, for everything depends on the power of what lies in between the six inches of your ears.

Nourish that space well. Read inspiring books, of great men and valor, see movies that inspire, observe life and always be sensitive to different worlds, culturally.

But I digress…

For now, rest-assured that a well-fed brain will power on and control your thoughts in ways that leave the others bereft of words.

Is it surprising I have so much to say when brevity is my forte? (Wink, wink)

What has been your experience regarding long and/or short copy? Feel free to share your opinion in the space below.

Until the next,

Adieus!

An excerpt from my e-book on social media marketing...

An Announcement

An excerpt from the draft copy of my e-book on ideas for social media marketing

I am coming out with another e-book shortly. This one is about ideas that are week by week video recordings for 36 odd weeks of a fictitious brand for a non-fictitious company, ITC.  This excerpt has been taken from somewhere in the middle.

Enjoy…!

…

Week 31:

 It is morning and daddy is going out. Baby wants to go too. Mummy is forcing some milk which I don’t want. Daddy’s on his scooter/car. Wait, I cry. I want to go too. Mummy says first milk, then the ride. Darn. Have to finish it first. I eat. And then wheeeeee! What a ride. I’m on mummy’s arms now. Daddy is saying bye. But I want to go too again. I cry. Daddy laughs, so does mummy. Daddy kisses me and scoots. Mummy gives me a tight hug and says something about a ride tomorrow. I wail. I want the ride now. Mummy gives me a Nutramil. I love Nutramil!

Week 32:

I’m crying and they are not listening. They are scrubbing me all over and saying something like it’s getting late. I’m all dressed up now and daddy is combing my hair. I’m crying now but they are just shushing me. They are dressed up and look busy. When are they going to give me my Nutramil? Mummy just said she forgot to give me my bottle. Daddy said oh hell he forgot too. They are both in the kitchen. Now they are coming towards me. They are both coochicooing me. I see my Nutramil. I gurgle with delight...

Week 33:

[Picture of a man and pregnant wife.]

 They talk lovingly and then rustle up something to eat. And then she drinks Nutramil.

[Inside the womb, the baby talks...]

 Yes, I can hear you, daddy talking so lovingly to mommy. Enough of that. I’m hungry. Where’s my portion of Nutramil? It’s past sleeping time, don’t you know? Ah, here it is. Glug, glug, glug... divine...I’m a Nutramil baby... z... z..... z....

Week 34:

 Last night I dreamed of Nutramil. That was the best thing that could have happened to me. [Baby opens his eyes]. Why are the windows open? OMG!  I’m squinting. And why in the world are the two grinning from ear to ear looking at me? Can a baby survive on love and fresh air? I want my milk! Can someone tell them? I want my Nutramil!

 [Baby starts howling and the mother gives her a bottle of milk which she starts drinking. All is well and quiet now.]

Week 35:

 Baby is crying. The first- time mother wonders why.

 She rocks the child.

 Pointless.

 Sings a song?

 Not right.

Checks the diaper?

 No problem, there too.

 Gives her Nutramil?

Bliss.

An excerpt from my soon-to-be-published e-book on writing great headlines

An Announcement

An excerpt from my soon-to-be-published e-book on writing great headlines

I’m coming out with a short e-book entitled, “It’s all in the head (and it’s not what you are thinking!)” shortly. It is about the triggers that influenced my body of work as a copywriter and I hope it will move you to create some of your own too.

Here’s a snapshot of the beginning:

1)      Copywriting and Creativity:

Allow me to digress for a while; this is important and a tad disconcerting, at least it is to me. I am referring to a line I read somewhere claiming that creativity could be learned.

I’m not so sure about that. You could learn a language and have such mastery that you could turn a phrase. But actually learn creativity...?

Then how do you account for the times when the Muse just bade you write a quaint little poem, or paint... sure, you could be taught the language, or learn the skill to paint... But could you be taught to paint a masterpiece?

And if you disagree with me, then how am I to convince you that sometimes it could be an act of God (if you believe in God), or that it is a piece by God (if you think you are God)? Because, sometimes, you are driven...

And how can I be so sure? Because I can recount at least two ads that I cranked out without a thought, effortlessly, one after the other. The effort resulted in true bliss and a reaffirmation of God’s hand. I take no credit for it. It came from without. I begin my little e-book with a little prayer of thanks for His hand in my journey. I am truly humbled by the experience.

I have no explanation for the ads. I’m sorry to disappoint a lot of you, dear readers, but that’s the truth. I remember sitting in front of the computer and wondering where my day was going to take me, when I wrote without thinking that I was about to strike gold, the words:

Citizen of the World

And even before I could give myself some time to think about what I had written, out sprang another line that went something like this:

The Taste of the Forbidden