If you happen to be advertising a particular brand’s product, Ogilvy says it’s best to use the brand name in the headline. If you do, even though people may forget specifics of the product, they still might remember the name.
“Our soap has 20% more aloe in it,” will be less effective than “Happy-Body soap has […]
Headlines Archive
One Secret that Makes Headlines More Memorable
How Local Names Make More Effective Headlines
If your product is in any way resonant to a particular geographical area, try to use a local name in the headline. Not only will you be hitting residents at their comfort level, you’ll also take advantage of another effect that I call “The Joneses Effect.”
People like to keep up with the Joneses, and though […]
Why You Need Newsworthy Headlines
This doesn’t mean you need to report the news in your headline. “300 Dead on the Gaza Strip” isn’t going to help you sell oatmeal or diamonds or much of anything. What it does mean is that you should be newsworthy.
If you don’t know how to do this, start with stating the most obvious benefit […]
The Basics of Writing Effective Headlines Series - Part I
This is part one of a series summarizing the important points of the advertising bible, Ogilvy on Advertising, specifically the chapter entitled Wanted: A Renaissance in Print Advertising.
I just finished reading one of the most brilliant books on advertising ever, Ogilvy on Advertising. One chapter of this book is probably as perfect as you’re gonna […]
