In part one of this series on messaging, we shared how visuals attract, but verbals engage. In part two, we explored the value of the tagline or slogan in your brand toolbox and how it helps to tell your story in a short and memorable way.

In this final installment about the importance of messaging, we will focus on writing great headlines. Hopefully, you will be inspired to up your headline game. However, it still takes a great writer and insight from their team to produce great headlines.

“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.” 
–David Ogilvy

Our writing team settled on these five essential headline helpers:

1. Stop them in their tracks
Champion headlines have the strength to stop even the most casual reader in their tracks. Surprise them with the unexpected. Make them chuckle. Ask them a question. It doesn’t matter—if it gets their attention, you win. There are more words in this headline for Godfrey Marine than there are in the body copy. That definitely stops the reader in their tracks.

2. Avoid cliches
Certain words, phrases and imagery are perennial favorites in the ad game. These overused tools may make headline creation easy, but beware—they’ll also make your ad invisible to your audience. For example, learn to avoid “Puzzled by…” and showing puzzle pieces or “The right move…” and showing chess pieces, etc. There are a lot of common sayings that can be turned into amazing headlines like this example for Aunt Millie’s. 

3. Keep it simple
A good headline gets a lot done with little effort. Some headlines require a lengthy “payoff” in the subhead or body copy. Others require the reader to jump through hoops to find a connection. Be sure your headline can be tied back to the subject quickly and easily. This Bullard ad has no headline at all.

4. Find another pair of eyes
While creating your headlines, enlist the assistance of a designer or art director. They’ll have suggestions for how a photo, illustration or even a typeface can strengthen your headline. They can also be a sounding board if an idea seems too edgy or abstract.

5. Try it out
Once your headline is finished, walk away for a little bit. When you look at the headline again, ask yourself, “Would I buy this?” or “Would I click on this?” If your headline isn’t convincing you, it won’t convince anybody.

Messaging is about differentiating your brand, products or services. When you understand your brand story and the key elements that make your brand, and you understand how they’re different than those of other brands in your space, you’ve won the messaging game.