Not just in ads - you can find headlines used across all media.
We expect to see a headline, we all want to know what is it we are going to invest our time in for the next few moments as we continue to engage with what has taken gained our valuable attention.
The headline has to work incredibly hard and often supports or is supported by an image and then the headline and image combination has to work with the copy and also be appropriate to enhance the Call to Action.
So I have a mindset that is based on the notion of "creating" a headline rather than just writing one.
It helps me to take into consideration everything the headline has to deliver.
So here are some of the questions I need to have answers to before I start working on a headline:
- Who is the target audience?
- What do you want them to do or change what they currently do?
- What media are you using?
- What headlines have you used before?
- How much space have you bought?
- Are there any character limits?
- What images are you intending to use?
- What logo's and strap-lines have to be included?
- What copy has to be included?
- What is the copy deadline?
- How long will the media be in circulation?
- Do you need the headline and copy translated for different markets?
- What brand guidelines do I need to consider?
- What is the sign off process?
- Is there any A/B split testing data available?
- Is this an individual activity or part of a cross media campaign?
And then there are all the questions which are specific to the market and competitor activity.
So it's not just about writing a few headlines and offering them up for approval.
You have to create headlines in the context of many variables.
That's why they are so much FUN.
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