Back when I was a journalist, I used to be a horrible headline writer — my editors would replace whatever headline I wrote just about every time. I would get pi$$ed, but they were right.
I’ve since embraced the notion that if a headline is no good, the reader won’t continue on to your actual story or ad.
I’ve studied headlines over the last 5 years and gotten a bit better. Whenever I see a good headline idea, I try to jot it down, especially if it strikes an emotional chord.
Below are a list of my favorite headline templates/examples by categories. The categories are proven winners …
Is attracting people to your product always a good idea?
No, attracting potential customers isn’t always a good idea because there is a cost to attracting certain prospects.
I gave a speech on Personal Branding to the American Marketing Association (San Francisco) (thanks, Brian Kerr!) on Nov. 20th at the ING Direct Cafe.
Some of you asked for the slides of the show.
Here’s the Powerpoint slide show via Slideshare and then below that are some notes from the speech:
The average American knows about 12,000 words (though Shakespeare was said to have had known 66,000) — the best brands are ones that own the most market share of a couple of those words.
CNN owns “news” in my brain. When I think of “reggae,” it’s Bob Marley — he owns it. There’s an awesome analysis of this in Positioning: The Battle For Your Mind (they discuss the concept of ladders (product categories) in your brain with room for just a handful of rungs (brands) — it’s the primary reason I voted it one of the Top 20 Best Business Books Of All Time!).
Who cares? Well, if your business wants market share of something, you have to decide which words you are going to try to “own” in my brain. …
After naming a product, the tagline may be the most important marketing lever you can pull.
Afterall, the name of the product opens up the conversation with your customer…but the tagline can immediately tell them what it is that you do — and what makes you unique.
You’ve probably seen how much I love lists.
So I’ve compiled a list of 50+ of my favorite taglines. Enjoy!
I re-read the must-read marketing book Positioning: The Battle For Your Mind (#13 on my 20 Best Business Books Of All Time list) over the summer.
It inspired this simple list of naming tips (which I think is a good foll0w-up to 5 Tips On How To Name Your Brand To Be As Dominant As Kleenex).
Shake ‘n Bake (for cooking chicken) tells you the two simple steps — you shake (the herbs) and you bake (the chicken) — to make tasty chicken.
You may also consider the pain or urgency that your customer has.
For example, if you have dandruff and you want to address the flakes on your shoulders as well as shampoo your hair, Head & Shoulders shampoo is a darn good name.
Microsoft names its product because it focused on “micro”-computer “soft”ware.
Kentucky Fried Chicken is self-explanatory. People Magazine is pretty good too.
But don’t go too generic, warns the book Positioning: “Lite” beer from Miller was the industry leader but it lost its brand positioning when other beers co-opted the name (Bud Light, Coors Light, etc.).
The law sided with those competitors since “Lite” is generic and so similar to “Light” (as in opposite of heavy).
In fact, 5 times as many people read headlines as read the body copy of an ad, according to David Oglivy in his Oglivy On Advertising (A Top 20 Best Business Book Of All Time).
Maybe you’re not directly in marketing/advertising, so should you care?
If you do any of the following you will benefit from improving your headline writing skills:
I’m by no means a copywriting expert, but I hang out with some and I’ve studied some of the greats (David Oglivy, Al Ries, Jack Trout, John Caples).
So I am going to share 10 awesome headline-writing tips I’ve learned along the way. …
Below are six good ones I’ve used.
I think Google’s Keyword Tool is a great place to start as it provides you with the # of monthly searches being made for certain words/phrases.
Let’s pretend that I’m interested in naming a business that deals in “personality types” — type that into the search box.