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How to Write Great Headlineswith: Sarah Fletcher
Sarah FletcherPresident/Creative DirectorCatalog Design Studios, Inc.
Snap AudioNarration Control
WHY HAVE HEADLINES?
Headlines are the voice of your salesperson
• Create personality• Help with navigation• Spark interest• Telegraph key benefits• Help with ease of shopping• Amuse• Engage• Reinforce offers• Reinforce key brand attributes• Story• Testimonial
WHAT IS A GREAT HEADLINE?
They Laughed When I Sat Down At the PianoBut When I Started to Play!
Sunblock You Wear
Savored by 5 Presidents and 31 Academy Award Winners
Make an extraordinary gift in 10 minutes
WHERE DO YOU START?
BENEFIT, BENEFIT, BENEFIT
• Creates a personality• Helps with navigation• Sparks interest• Telegraphs key benefits• Helps with ease of shopping• Amuses• Engages• Reinforces offers• Reinforces key brand attributes
American Craftsmanship
“The Best Click Pen I have Seen”
Help Your Minions Conquer(The slopes, not the lodge – that could get awkward.)
Let’s practice with a Pencil
• Write, erase, repeat. Eureka!• Essential tools for hardworking writers• Why are the best pencils yellow?• Quick do-overs, even upside down!• Best Sellers and Customer Favorites• Bite me! I can take it.• It’s not a mistake, if you can erase it• Save 20% On These Office Essentials• Making Perfect Pencils Since 1815• Preferred by Cosmonauts like Yuri• “I love these pencils!”
Know your customer• Age • Income• Interests• Preferences• Cheap or Chic• Social Influences
Know your products• Attributes• Price• Sales (best seller, customer favorite)• Benefits• Stories
The Process• Image yourself talking to your
customer• Benefit, Benefit, Benefit• Random thoughts-just start writing• Run through the Great Headlines
Cheat Sheet• Write lots of bad headlines• Write a good headline
The finish• Have someone else read the headlines• Read the headlines in the whole
catalog for flow and repetition• Write more headlines
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