A Quote by Charles Oakley
Every headline in the paper, I don't write them. My story's inside the paper, not the headline.
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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.
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.
Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.
Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.
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.'
Millions of people are married. I've never picked up a paper and seen a headline that says, Man Gets Married!
Millions of people are married. I've never picked up a paper and seen a headline that says, "Man Gets Married!"
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.
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!
There's a character, Eon, I did back in the 'Captain Marvel' story. Eon came from a greasy smudge on a paper bag inside my kitchen being used for garbage. I went and got a paper and pencil, drew it up, and he became a character in that story. Things come from everywhere.
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.
When I feel that I'm going to write a detective story, I buy a five pound box of chocolates and a ream of paper. When the candy is all gone and the paper all used up, I know that the book is long enough.
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.
I am still a lover of paper books. One of my first jobs was in a bookstore, and I still like to be able to write in a margin and feel the paper. Once inside of a digital device, I end up losing things.
When you look at the sheer volume of paper usage in the U.S. alone, it's truly frightening: paper towels, toilet paper, napkins, writing paper. Our consumption of trees is endless.
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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