By Erin Guylas, copywriter at Intermark Group
Copywriters are appropriately called wordsmiths. You’re constantly putting words together, vetoing them and trying out new things. You experiment, you play, you agonize and you keep trying for that perfect combination of words that makes your concept sing.
Sometimes it’s easy. Often it’s downright hard. One thing’s certain: if you know how to recognize a bad headline, you’ll be able to write a good headline.
Here’s how you write a BAD headline:
- Pun-ish your audience with puns. Everyone loves a good pun. So include as many as you can, because they’ll think it’s punny.
- Include as many calls to actions as you can.
- Dont proofread you’re headline. After All, its not what you say butt how your saying it.
- Add many exclamation points!!!!!!!!!
- With that in mind, WRITE IN ALL CAPS. BECAUSE WHEN YOU’RE SHOUTING ON PAPER, YOUR AUDIENCE WILL WANT TO LISTEN!!!!!!!
- While we’re at it why not take away all punctuation because things like commas periods quotation marks and more just get in the way of your ad
On occasion you can use these bad headline rules to write good headlines.
Over the years, award-winning work has been based off a pun, used all capital letters or removed all punctuation. The bad-turned-good-headlines works best when you know your concept, what you’re trying to say and the medium that you’re using. For example, check out this ad from snickers.
And that’s why these easily-breakable rules make copywriting so hard. Because there really aren’t hard rules, only gut instinct. But, hey, that’s what copywriters are here for, right?