In 1990, Germany was experiencing reunification, there was a new thing called the human genome project, the Hubble Space Telescope launched and there were 20,000 newspaper published in the U.S.
A lot has changed in 32 years.
Today the James Webb Space Telescope will replace the Hubble, Germany is doing well - thank you very much - and, there are only 1,300 newspapers in the U.S.
The newspaper headline today may read "Help, We're Drowning".
The humble headline - in newspapers, blogs, advertising, social media and magazines is all about throwing readers a lifeline in a sea of information.
Back then, the headlines' only job was to attract your attention....that's it. Show's over. Today the headline in a social media ad, website, Facebook or Instagram post needs to grab your attention, hold your attention, inform, inspire, educate and hopefully elicit a call-to-action. Easy right?
How to do it well?
Imply scarcity - people want things that are in demand and in short supply (e.g. 10 things to buy at Best Buy before they're gone)
Make sure you have a verb and numbers - action verbs and numbers attract and hold people's attention (e.g. 3 things you never want to eat at McDonald's)
Your headline should hint at solving a problem - people and businesses have loads of problems, the least you can do is help solve some of them (e.g. proven way to live to 100)
Sell outcomes, not features - don't rhyme off a list of product features, compel the audience with meaningful outcomes (e.g. why you need to live the Lululemon lifestyle)
Apply these 4 simple tips to your next headline-writing assignment and you may add a new lifeline for your marketing team - and your bottom line!
Contact one of our copywriting experts today!
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