Comments on: Headlines You Can’t Ignore

By: Erik Proulx

Erik Proulx — Fri, 28 May 2010 10:34:48 +0000

Why can’t headlines both serve the purpose of ROI and not feel like a shill? Isn’t it a copywriter’s job (a good copywriter’s job, anyway) to sell the product and make me feel something good about the brand in the process? I agree with you, Jonathan, that if I saw that line on the news, it would intrigue me to watch that news segment because the news (in its purest form) is informative and not trying to sell me something. But if I saw that headline in an email or a DM piece, I would immediately trash it because I there’s a hard sell on the other side.

Yes, I know about the research and the ROI. Yes, I know it’s impossible to deny its effectiveness. But there’s a higher ground here. It’s harder to do. Much harder. But ROI and entertainment don’t have to be mutually exclusive.

By: Fuzz

Fuzz — Fri, 28 May 2010 03:06:06 +0000

Of course I clicked it. How could I not. I would have had to log on again later and do it otherwise. First reason: I am a naturally curious person, (suspicious too) especially when it comes to hidden harms in modern products. Second, it is the origin, or the perceived origin of the message. I like your blogs, you’re on the same page as me ethically (I’m guessing), so there is a high chance I wouldn’t be wasting my time. I was right, I have so many hats I don’t wear, and I always lose my sunglasses. Think of the savings!!! Cheers

By: Leah McClellan

Leah McClellan — Thu, 27 May 2010 16:46:30 +0000

I was suspicious of the headline but cautiously clicked, after checking out what it was down below. Just seeing that guy on the video immediately confirmed my suspicions lol

Your point is well-illustrated, and I know why this headline works for a lot of people. I wonder what percentage of readers know it’s likely to be hype, though? Seems to me that serious research wouldn’t have a headline like that, and of course there wouldn’t be a guy like that on a video (sorry if you know him or something). So, while it makes me wonder what it’s about, I’d probably run off to google to do some scouting around for something that appears more credible.

By: Molly Gordon, Self-Employment Coach

Molly Gordon, Self-Employment Coach — Thu, 27 May 2010 16:07:34 +0000

I think many self employed professionals shy away from this kind of headline because they don’t want to seem pushy. But if we were to assume that the motive behind such headlines is to serve, not just to make money, I think they would land differently.

The challenge for the heart-based small business owner is to choose language to evokes self-interest, curiosity, and news value while also communicating caring. And it occurs to me that the element of caring underscores the legitimacy of self-interest.

By: Jonathan Fields

Jonathan Fields — Thu, 27 May 2010 11:02:21 +0000

It’s all psychology and human nature. For me, the challenge has always been to create headlines that are compelling but also smack of truth. At least when it comes to writing that is associated with my own name. But, I also have to tell you, I’ve written for products for clients or products not associated with me where the goal is pure ROI and I’m sometime amazed at how well headlines that so many people say are old-school, tired, shouldn’t work test. And, in the world of copywriting, for most people, it ain’t about pretty, it’s about money in the bank. Like I said, when I write for my own personal brand, that’s not true, but for many other products, it is.

By: Jonathan Fields

Jonathan Fields — Thu, 27 May 2010 10:58:07 +0000

Great point, it’s one thing to get a person to click, but then it’s another to deliver on the promise of the headline. And, what’s interesting is that you said you buy a lot of natural products which means you were very likely a member of the broader target market, enough that it got you to click. But, you’re also more educated about the topic, making the landing page less effective for you.

So, what we’re seeing is, the persona this is written for is someone who cares about their health, is interested in natural products, doesn’t want to being doing something dangerous to them or their kids AND is not already very well educated about the chemistry of sunscreen.

By: Jonathan Fields

Jonathan Fields — Thu, 27 May 2010 10:53:15 +0000

Hey Flora, just like I mentioned in the post, some people will be repulsed, but others will be drawn in. Few will have no feeling about it. The reason these “lame 1950s” headlines keep being used is because they still test better than anything else. As much as they repel some they attract others. Not entirely my style, but I get why it works and why the person using it has built a very substantial biz around this and similar headlines. It’s not just online, too, human nature is human nature.

And, you’re right, too, big agency copywriter guy may well have said pshaw to this and the hundreds of other headlines emailed by this client every year…and promptly lost the client millions of dollars. Old school direct response and big firm advertising have never played well (except for the days when Ogilvy was a copywriter and most the firm’s work was direct response), but guess who’s consistently raked in a ton a “measurable” ROI year after year?

By: Flora

Flora — Thu, 27 May 2010 08:51:10 +0000

You must be joking! lol This is a jaded, lame, boring 1950′s headline.

It’s only your panache in this space that makes it seem kinda cool Jonathan. (Celebrity endorsement! lol)

If a senior copywriter presented this to any creative director at Saatchi’s, Ogilvy or any other international agency they would be laughed out of the agency. Then fired.

Offline, people are so used to headlines like this they don’t even see them! Their potency diluted decades ago from over-use and over-promise leading to disappointment over the past 50 years!

If you saw that teaser on an envelope today:

“If You Use Sunscreen, This is Urgent Information You Must Have”

you’d bin it!

However, you raise a point that has been bothering me lately.

Why are these ancient, albeit benefit-orientated headlines and their equally lazy “7 ways to [benefit here]” and “25 reasons you …[benefit here]” working so well in the online space?

Every time I see these headlines online I cringe. And yet, online people love them.

I suspect these tired, over-used headlines are working online not because of the usual reasons: benefit-orientated, self-interest, intrigue, news – but rather because they paradoxically feel ‘safe’ and ‘familiar’ in the new online space.

The media changes the appeal of the message.

By: Mick Morris

Mick Morris — Thu, 27 May 2010 07:33:35 +0000

I resisted the temptation to click on the headline link, and glancing at the comments already made probably did myself a favour. However, the points made about the headline and how they can be used is interesting and valuable… I guess the trick is then to match it with quality content.

By: Ivan Walsh

Ivan Walsh — Thu, 27 May 2010 05:26:31 +0000

Yeah, I thought it was pretty weak. The word ‘Information’ doesn’t hit any emotional triggers for me.

For me, the best biz/finance headlines come from the BBC.