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"clever Headlines Usually Flop! Are You Being Too Clever For
By George Dodge, Sat Dec 10th
Copywriters that try to be clever, humorous, abstract, or usedouble entendre with their headlines and ads will normally findthat they flop and are thus a waste of both time and money. Manyof the Super Bowl ads fall in this category. While they areoften funny to watch, most people don't remember what companythe ad was promoting. Ted Nicholas tells the story of how a book that he had writtenwas not selling very well. He had titled it, "How Not To DrownIn A Sea Of Debt." One day he stopped by a bookstore and lookedfor the book in the personal finance and self help sections butcould not find it. So he went to the information counter andasked if they carried the book. He was told yes they had it instock, 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.
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you are trying to promote something, keep your titles clearand simple. Leave clever and humorous to the entertainers. Headlines that are too abstract are often unclear to the readerand do not clearly identify to the reader why they should beinterested in the information contained in the follow on copy. Make your headlines clear. Identify a benefit to the reader asto why they should read on further into your ad, article, orsales letter. If you do, you will find your desired results willimprove. About the author:George Dodge has worked on the Internet since 1994 developing,and serving as webmaster for, numerous government and commercialwebsites. One of his commercial sites focusing on headlinecopywriting is www.Headline-Creator-Pro.com where you can get your copy ofa headline generating tool that enables you to create winningheadlines quickly with push button ease.
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