chapter7 - Chapter 7: Writing Copy Connect to consumers...

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Chapter 7: Writing Copy Connect to consumers’ hearts and minds
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Functions of headlines Capture attention Select your audience Lure readers into the body copy Communicate a benefit Reinforce a brand name Make an emotional connection Enhance a visual
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Types of headlines…
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Direct benefit
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Reverse benefit
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Factual
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Selective
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Curiosity
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News Contain powerful words such as New Introducing Now Finally At last Today Presenting
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Command
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Question
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Repetition An example from McGraw Hill magazines: I DON’T KNOW WHO YOU ARE. I DON’T KNOW YOUR COMPANY. I DON’T KNOW WHAT YOUR COMPANY STANDS FOR. I DON’T KNOW YOUR COMPANY’S CUSTOMERS. I DON’T KNOW YOUR COMPANY’S RECORD. I DON’T KNOW YOUR COMPANY’S REPUTATION. NOW-- WHAT WAS IT THAT YOU WANTED TO SELL ME?
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Metaphor. Takes characteristics of one thing and associates it with something different. Books-A-Million example:
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chapter7 - Chapter 7: Writing Copy Connect to consumers...

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