Headline Copywriting
Every writer has their own style. Some love the Oxford comma, some hate it. Some are sold on long copy, while others say ‘just get to the point’.
So for all you raconteurs out there; body copy, or headline, which comes first?
When it comes to headline copywriting, some may think this is a silly question, right? I don’t think it is. Let me tell you why. I’ve been in many situations where I’ve had to write from an existing campaign headline. Which by the way, I find quite difficult.
Me? I like to tell the story first (write the body copy) then come up with the overarching theme (headline). In the book “Sleight of Mouth” this is referred to as chunking up. Sounds gross doesn’t it?
Why oh why do I do this? I find it easier to develop a rhythm and framing for the product or service. Ya gotta get the prospect imagining themselves either using and getting great value from the product, or solving some sort of issue. It’s good to take a common use of the product and apply it to the story. (By the way, reading the Amazon product reviews is a content gold mine!)
Imagine, if you will…
Let’s say you’re assigned a retirement product. Well, you can talk about the possible gains, or the tax benefits (snooze!). Or, you can talk about the freedom to see world or buying a cottage in the mountains, you know, the kind of things we all dream about.
More importantly never allow the readers to picture themselves as old. Get them imagining their now-selves in that future scenario. Adds a tad of urgency to the message, doesn’t it?
Finally, when I’m done, I wrap it up with a headline and subheads. Kind of like brainstorming in reverse. But I do keep the higher-level message in my head while writing.
So? So…..it helps maintain an overarching theme from the headline to the call-to-action. At least, I think so.
How do you do that thing that you do?
What’s your approach? I’d love to know how you attack content. Let me know what you think in the comments section.
