do the positioning work - they highlight a product benefit that is most important. Manyheadlines are musical, whereas many are curious. Some headlines are newsy.Quinn stresses the importance of the copywriter finding more interesting ways of presenting basically uninteresting propositions. Every headline, he cautions, should bethe best you have ever written because you are only as good as your last advertisementcopy.
Basics of Writing Headlines
They should suggest a quick and easy way out
. It has the capacity tosatisfy some need or want.Let me illustrate. You have heard about Taj Mahal Tea Bags (Dip, Dip, Dip). Ithas the capacity to quench the thirst. So the advertisement headline says:
Similarly, Hawkins pressure cookers', recent headline 'You and Your Hawkins - thesafest, fastest, way to tasty food, makes you realize immediately what it can do for you. No wonder they all want it.2.
Self-interest is created in every headline
.Warner's Waterbury Compound promises that, "When vitality is low, Waterbury'sCompound brings back the glow.'Anne French Hair Remover - The gentle way to cream hair away makes us socomfortable. We can say now goodbye to razor nicks and cuts.3.
News is included in the headline.
We are always on the look out for new products, new ways to use an old product, or new improvements in an old product. Themost powerful words in a headline are
. There are occasions to useFREE, but a few can use NEW.The following list of words gives news value to the advertising.