You’ve perfected the art of writing engaging copy, full of interesting tidbits and sharable composition for your blog or website. However, you still aren’t getting the shares and/or leads you were hoping to get as a result of your fabulous content. You likely wonder what you are doing wrong. The answer could be as simple as the title or headline you are using. That’s right; simply choosing the wrong title can derail even the best content. Statistics reveal that eight out of ten people will read a headline or title of a piece, while only two out of that ten will read the rest of the copy. David Ogilvy, considered Father of Advertising, once said this about the importance of a well written headline, “On the average, five times as many people …show more content…
In fact, when it comes to headlines, negative wording can catch the eye. Use words like stop, without and no in your headlines. For example, “Stop These Five Unhealthy Sleeping Habits,” is a great way to incorporate a negative word in a headline. You can also encourage distrust in a headline. Tell readers how they are being deceived or manipulated. A good example of this is the headline, “Learn Why Sunscreen is Bad For You.”
Answer What, Why, How or When With Your Headline:
In English classes, you learned the importance of answering the questions, who, what, when, where, why and how when writing a news piece. This is the same idea but instead of all five w’s and a how, you just focus on what, why, how and when. These are referred to as trigger words. Why and how are used most often because they tell someone how to do something or persuade them to do something.
Make a Promise:
Another great addition to a headline is to make an audacious promise. For example, promise to reveal a mystery or debunk myths, promise to teach a new skill or tell a long-lost secret. The idea is to dare a person to read your copy. Remember, though, actually follow through on your promise. You shouldn’t trick anyone into reading bad copy, and people hate it when they click on a headline that promises to reveal a secret that isn’t really a secret at all. So, make sure you are producing what you are
Titles are usually skipped over. A reader thinks that almost no information can be found in the title considering
Authors often name their written and perfected texts by using the main gist of the story, a specific line, or, often the message, which is cleverly enveloped in the title. An example of an author who used a certain line to name their book was Steinbeck, in his story about the Great Depression, “The Grapes of Wrath.” An example of a story in which the author uses the message of the story to portray and derive a title was with Arthur Miller’s “The Crucible.” Further, authors come up with titles, and often, readers do not understand or care to understand the idea of the title. Yet, this can be a prominent moment and time for discussion on the novel which can bring about many topics
Overall, his claim that males respond best to simple, seemingly straight-forward advertisements was well thought out and supported through sufficient evidence. Gladwell successfully provided the proper amount of evidence supporting his claim and had he showed opposing views or views of the consumer it only would have added to an already successful paper. This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising.
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
Slogans are the main tool used by advertisers today to influence our behavior. In addition, after reading Brave New World, it is apparent that the slogans used today are no different than the slogans created by the World State leaders. Slogans are everywhere, but what exactly is a slogan and why are they so effective? Advertising slogans are intentionally short, memorable phrases used in advertising campaigns (Talabi 31). Simply noted by author Dave Lakhani, "short sentences and simple words sell" (146). So it is no mistake, that "slogans are designed to be that sticky, catchy repeatable copy or phrase that actually then starts to evolve into visual mnemonics and tremendous shortcuts" (Soat par. 8). According to author, Felix Talabi, the shorter the better (31) so advertisers need to be clever with the few words they will combine to make that slogan. A slogan must be concise in order to be effective, the less words, the easier to remember (Talabi 33). That is the reason why slogans can easily persuade and manipulate people on a subconscious level. According to advertising expert, Melissa Tracey, "good slogans are notorious for getting stuck in your head" (par. 4). Those who read Brave new World observed the frequent use of slogans and how they worked, and as of today, "the slogan still maintains its prominence as an important advertising technique" (Reece et al. 41). No one
“One person dies of melanoma every hour (every 62 minutes)” (Polsky). People should not lie in the tanning bed. Lying in the tanning bed can cause skin cancer, can become addictive, and can damage your body.
Well-known magazines often have broad headlines that show off celebrities sporting bronzed skin, and these articles often throw around the words “healthy” and “glowy” in a positive context. With this influence subjected upon the general public, indoor tanning has become a popular recreation of American men and women alike. As this new trend continues to rise, medical researchers are beginning to pay close attention to the health effects of indoor tanning, especially when referring to tanning beds, respectively. Through many recent case findings and studies, scientists have linked the use of tanning beds to many dermal health problems including types of skin cancers that are deadly. Despite the fact that tanning beds are detrimental to the dermal health of its victims, the use of tanning beds is on the rise and growing.
The author of this book Bruce Barton was a partner in a successful advertising firm during the 1920’s. This was a time when the industry of advertising was under going some major changes. These changes had a lot to do with a number of factors the first of which being the post war prosperity this meant people had more money than they ever had before. Another one of these factors had to do with the high number of teens who were now attending high school, this proved to be important because it created a whole other market which hadn’t existed before. One more factor was the advances made in transportation and communication, these advances allowed goods, people, and information to travel long distances relatively quickly intern allowing companies to grow large enough to spread their services nationally. Still another important factor was the invention of financing, this allowed people to pay for durable objects (large objects that would last a couple of years) with affordable installments or payments. But the biggest changes were the actual advertising practices themselves, many of which were pioneered by Barton and his associates, and didn’t become norms in advertising until after the release of Bartons book “The Man Nobody Knows” in 1924. This book served not only as a manual on how to advertise more affectively but also as an example of good advertising itself.
In this regard, it is notable that News Corp Australia and Fairfax titles are, on average, read each week by around ‘60 per cent and 36 per cent respectively of the newspaper reading public in Australia’ (McKnight 2012). Fairfax publishes some of the country’s most influential newspapers, including The Australian Financial Review, The Sydney Morning Herald (SMH) and The Age.
Why do you think the author chose the title he/she did? Analyze its deeper meaning. If it is an obvious title, rename it something more symbolic and explain your rationale.
The elements needed to be included in a good title should contain the critical words or a phrase that describes the article; identify the major variables and the population. The title of this article has identified the independent and dependent variables which is the adaption and effects of the training program to help patients with end stage renal disease (Coughlan, Cronin, and Ryan, 2007; Nieswiadomy, 2008 p.380).
An example of this is that the name of the “The Telegraph” is very bold and has several superlative statements like ”Read a bestseller every day” and “Britain’s best-selling quality daily”, all these statements are actually true. The Telegraph has 10 different stories on the front page, which indicates that it has a variety to offer a wide scale of people. It also has a general index of the paper and an advertisement for Ryan-Air Aeroplane Company. On the subject of advertising The Sun has many more pages dedicates
...positive articles than the usual negative ones. Our society needs to stop the gossip industry because it is only making our culture worse. Our society is headed in the wrong direction, and if we continue on that path, our society will only suffer more in the distant future. We need to take control of our gossip entertainment because it is only becoming less entertaining and more damaging to our culture.
My two articles I have chosen to compare are from the ‘The Sun’ and ‘The Times’. They are about a man who has kidnapped an eight-year-old girl, Sarah Payne. The police have recently issued an e-fit picture of the kidnapper to the media. The two newspapers present the story in different ways, therefore, both newspapers have to be attractive to sell well. To be ‘eye-catching’ the layout of the article is very important. ‘The Sun’ has used the e-fit picture of the kidnapper on the front-page, which takes up 75% of the page. However, this is very helpful because even if the paper does not sell the customers will see the e-fit picture. There is a single column along side the picture which is headed by ‘Sarah Payne’, who has been kidnapped. The picture of the kidnapper is very sincere and the man is unshaven making him look evil and scary. The headline is also bold and eye-catching because the black background illuminates the white headline. The headline is put in the form ‘one word, one line’ to make it sound like an instruction:
However, Nieman Journalism Lab proves that 96% of newsreading is done in print editions (Journalism.about.com, 2014). According to The Audit Bureau of Circulations (ABC) which was released in 2014, newspaper circulation has increas...