Caffeinated ideas and views on marketing communications

clever headlines

Headline here

How important are headlines? In news, they are super important, especially to people like me who scan rather than read the newspaper. A headline tells you the bare essence of the story, and it either catches your attention or it doesn’t. It is much the same in public relations except PR folk get a chance to have a really long headline and perhaps even add a subheadline or two. You sometimes get extra points for clever.

In advertising…well…I am not sure. Design, graphics, placement and offer make up 99% of an ad. Strong creative headlines can cause interest. But simple headlines, like “We are having a sale” can communicate easily and effectively without trying too hard to be clever. That said, I love headlines that are a play on words or use words elegantly.

One of my favorite types of ads are the ones were the headline tells you one thing, and the graphics tell a different story. Currently here in Washington there is an ad you can see on the Metro for Washington Sports Club. The headline says: “This January, help is on the way.” The graphic shows an overweight man, sitting on a couch, watching tv and drinking a soda, while walking his dog on a treadmill. Funny as hell. And makes you look at it and just shake your head. Love it!

Any favorite headlines or ads?

PS–Here’s a look at the graphic from the ad I quote above: http://www.mysportsclubs.com/regions/WSC.htm

About Deborah Brody

Deborah Brody writes and edits anything related to marketing communications. Most blog posts are written under the influence of caffeine.

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