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| "Clever Headlines Usually Flop! Are You Being Too Clever For
Your Own Good?" |
By:
George Dodge |
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Copywriters that try to be clever, humorous, abstract, or use
double entendre with their headlines and ads will normally find
that they flop and are thus a waste of both time and money. Many
of the Super Bowl ads fall in this category. While they are
often funny to watch, most people don't remember what company
the ad was promoting.
Ted Nicholas tells the story of how a book that he had written
was not selling very well. He had titled it, "How Not To Drown
In A Sea Of Debt." One day he stopped by a bookstore and looked
for the book in the personal finance and self help sections but
could not find it. So he went to the information counter and
asked if they carried the book. He was told yes they had it in
stock, and it was located in the swimming section!
Ted subsequently changed the title to 'How To Get Out Of Debt'
and the book sold well from that point on.
If you are trying to promote something, keep your titles clear
and simple. Leave clever and humorous to the entertainers.
Headlines that are too abstract are often unclear to the reader
and do not clearly identify to the reader why they should be
interested in the information contained in the follow on copy.
Make your headlines clear. Identify a benefit to the reader as
to why they should read on further into your ad, article, or
sales letter. If you do, you will find your desired results will
improve.
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