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!

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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

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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