A Quote by Lewis Black
I believe that every paper in the country should have one headline that when you read it, you laugh so hard you can't stand it. It has to be that way. What about a headline like this: 'Hippo Eats Dwarf'? How good is that? You read that headline, and you immediately close the paper and say, 'Wow, it's gonna be a great day.
Related Quotes
Every headline in the paper, I don't write them. My story's inside the paper, not the headline.
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.
Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.
Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!
What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.
Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.
I also like to use a sensational headline. Many people read blogs in aggregators, which generally show only the headline. So you have to give people a reason to click through. Blogs need to be real and personal. Reading it should be like hanging out with you. I play music for my readers. I show them videos I like. I tell them what I did over the weekend. And I tell them what is happening in the technology, Internet, and VC markets.
Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.
Everybody sat around thinking about Panasonic, the Japanese electronics account. Finally I decided, what the hell, I'll throw a line to loosen them up. 'The headline is, the headline is: From Those Wonderful Folks Who Gave You Pearl Harbor.'
There were some struggles throughout the year at RCR. In order to keep yourself relevant, you had to find a headline. In order to find a headline, you had to do something that wasn't right, like jump over a car or say something you shouldn't.
The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.
Good people are found not changed. Recently I read a headline that said, 'We don't teach people to be nice. We simply hire nice people.' Wow! What a clever short cut.
I read a ton of paper every day. I read the newspapers, I read my intelligence materials, I read all the briefing materials. I read the newspaper in hard copy.
A good story remains a good story, whether it is on glossy paper or a mobile phone display, is carved into marble tablets or appears as a Bild headline.
Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.
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