Copywriting secrets revealed – The headline
Posted in Copywriting on November 14th, 2008 by MP Hariharan – 1 CommentIt’s not always that you crack your headlines with ease. Even the greatest copywriters struggle from time to time. So the next time you’re pulling out your hair and blaming the writers block, try out this simple process.
Step 1: In a single simple sentence, write down the benefit and the supporting facts - XYZ washing machines uses less electricity and water by using a new technology that uses the machine revolutions to generate extra electricity and refilters one load of water again and again to be used in all cycles.
Step 2: Now, think of how this benefit actually translates to tangible benefits for the user. Write them down.
a. Saves their money by cutting down electricity and water bills
b. Their future generations have a better environment when you don’t waste natural resources such as energy and water
Step 3: Now, connect these to the actual product.
a. Wash your clothes with xyz washing machines and save money.
b. Wash your clothes with xyz washing machines and have a better environment.
Step 4: And there you have the big thought behind a good headline. All that’s left is to think of clever ways to rewrite the same thoughts and connect it to a visual. Always try and have two approaches – one serious/emotional and one with humor.
a. Cleaner clothes can mean a cleaner environment.
Visual: Product sitting on green grass amidst trees with birds and butterflies sitting
on it.
b. Wash your way to the bank
Visual: An atm like booth, where instead of the atm the washing machine is kept. Security guards on both sides. People standing in line with their laundry baskets.
Now spend a good one hour writing your body copy to support your headline. Your first sentence in the body copy should always support your headline. And so should you last sentence. Throw in the other benefits and facts in between. Repeat the product name again and again. Keep the copy down to 5 short and sweet sentences.
For more secrets on writing body copy, stay tuned.
Jeevan Sebastian
Jeevan is Creative Director at ReZonant