Short or Long Headlines? Answers Within... (Great Article)

Matt James · 08-25-2009, 12:50 PM

Just read this fantastic article from Michel Fortin on Makepeace's blog.

If any of you guys missed it, go here...

The Truth About Mega-Headlines | The Total Package

Great discussion on when to use short or long headlines as well as the key differences between online and offline copy.

Enjoy!

Ross Bowring · 08-25-2009, 01:02 PM

Hey Matt,

I appreciate that last paragraph...

Brian Keith Voiles once noted that you should write 50-100 headlines or even more before you choose the headline for your ad. I agree. Coming up with the first 10 or 20 is easy, because you’ll write down what comes to mind right away. The next batch, however, is what requires a lot of work.

Don't know if you caught that BKV video he made of himself writing a bunch of headlines... but it was a long video! Luke Sullivan in Hey Whipple, Squeeze This preaches to get all the play-on-words stuff, all the obvious angles out of your head and onto paper... and THEN start writing headlines.

That's usually where the gold is... in the same way that a second draft of a sales letter is often a world better than the first.

arepb · 08-25-2009, 01:08 PM

Quote:

Originally Posted by Ross77

Hey Matt,

I appreciate that last paragraph...

Brian Keith Voiles once noted that you should write 50-100 headlines or even more before you choose the headline for your ad. I agree. Coming up with the first 10 or 20 is easy, because you’ll write down what comes to mind right away. The next batch, however, is what requires a lot of work.

Don't know if you caught that BKV video he made of himself writing a bunch of headlines... but it was a long video! Luke Sullivan in Hey Whipple, Squeeze This preaches to get all the play-on-words stuff, all the obvious angles out of your head and onto paper... and THEN start writing headlines.

That's usually where the gold is... in the same way that a second draft of a sales letter is often a world better than the first.

Agreed. Carlton teaches that long headlines are not just a strategic decision, but are oftentimes necessary. A different way of looking at this is that your headlines should contain only the words that are necessary -- the length is immaterial (although most of the time the most useful headline runs longer than most people are used to)

Matt James · 08-25-2009, 01:23 PM

Quote:

Don't know if you caught that BKV video he made of himself writing a bunch of headlines... but it was a long video! Luke Sullivan in Hey Whipple, Squeeze This preaches to get all the play-on-words stuff, all the obvious angles out of your head and onto paper... and THEN start writing headlines.

Right Ross... I like Brian's idea of coming up with totally 'out-there' headlines first to get the creative juices flowing.

Just realized I had the link in my favourites for his headline-athon...

Headline Brainstorm part 1

Ross Bowring · 08-25-2009, 02:18 PM

Yep. Voiles certainly seems to have a lot of fun doing what he does.

Daniel Scott · 08-25-2009, 06:04 PM

Matt,

Will you marry me?

Those are great links.

-Dan

Pipinscott · 08-25-2009, 06:56 PM

Of interest to me in the article was the confirmation that "People online surf. They browse. They skim, scan and scroll....Above all, people don't go online to shop or to buy something from the onset. While to a small degree that could be argued, by and large it sure rings truth.

We all agree I am sure no matter what...our headlines need to suck!

Suck in readers, scanners, browsers, skimmers...

dtendrich · 08-28-2009, 06:29 PM

Makepeace has such great information. If only he didn't send out two e-mails a day...

Hugh Thyer · 08-28-2009, 06:48 PM

Quote:

Originally Posted by dtendrich

Makepeace has such great information. If only he didn't send out two e-mails a day...

Yeah, getting TOO much quality information sucks.

Daniel Scott · 08-28-2009, 07:13 PM

Quote:

Originally Posted by dtendrich

Makepeace has such great information. If only he didn't send out two e-mails a day...

Whether or not you're interested in the offers... take note of the writing.

Makepeace's emails (whoever writes them) are always pretty damn good at selling.

-Dan

08-25-2009, 12:50 PM	#1
Matt James Matthew James O'Connor War Room Member Join Date: May 2005 Location: Darkest Lincolnshire, UK Posts: 505 Thanks: 111 Thanked 87 Times in 52 Posts Social Networking Contact Info	Short or Long Headlines? Answers Within... (Great Article) Just read this fantastic article from Michel Fortin on Makepeace's blog. If any of you guys missed it, go here... The Truth About Mega-Headlines \| The Total Package Great discussion on when to use short or long headlines as well as the key differences between online and offline copy. Enjoy!
	Diary of a Direct Response Copywriter Infomercial Veteran Turned Copywriter Wants To Explode Your Sales...Delicious Sales Copy

08-25-2009, 01:02 PM	#2
Ross Bowring Cash Creating Copywriter War Room Member Join Date: Feb 2007 Location: Philadelphia, USA Posts: 694 Thanks: 536 Thanked 588 Times in 205 Posts Social Networking	Re: Short or Long Headlines? Answers Within... (Great Article) Hey Matt, I appreciate that last paragraph... Brian Keith Voiles once noted that you should write 50-100 headlines or even more before you choose the headline for your ad. I agree. Coming up with the first 10 or 20 is easy, because you’ll write down what comes to mind right away. The next batch, however, is what requires a lot of work. Don't know if you caught that BKV video he made of himself writing a bunch of headlines... but it was a long video! Luke Sullivan in Hey Whipple, Squeeze This preaches to get all the play-on-words stuff, all the obvious angles out of your head and onto paper... and THEN start writing headlines. That's usually where the gold is... in the same way that a second draft of a sales letter is often a world better than the first.
	PLUS... X-Rated Copywriting Secrets EXPOSED.

08-25-2009, 02:18 PM	#5
Ross Bowring Cash Creating Copywriter War Room Member Join Date: Feb 2007 Location: Philadelphia, USA Posts: 694 Thanks: 536 Thanked 588 Times in 205 Posts Social Networking	Re: Short or Long Headlines? Answers Within... (Great Article) Yep. Voiles certainly seems to have a lot of fun doing what he does.
	PLUS... X-Rated Copywriting Secrets EXPOSED.

08-25-2009, 06:04 PM	#6
Daniel Scott The Cake Is A Lie War Room Member Join Date: Oct 2004 Location: Mackay, QLD, Australia Posts: 2,165 Thanks: 291 Thanked 641 Times in 370 Posts Contact Info	Re: Short or Long Headlines? Answers Within... (Great Article) Matt, Will you marry me? Those are great links. -Dan
	Do You Want YOUR Next Launch to Pull in $164 249.59 of PURE PROFIT in just one week? Click here to discover how I can make it happen...

08-25-2009, 06:56 PM	#7
Pipinscott Writer, Ghostwriter War Room Member Join Date: May 2007 Location: Tucson, AZ , USA. Posts: 164 Thanks: 53 Thanked 33 Times in 27 Posts Social Networking	Re: Short or Long Headlines? Answers Within... (Great Article) Of interest to me in the article was the confirmation that "People online surf. They browse. They skim, scan and scroll....Above all, people don't go online to shop or to buy something from the onset. While to a small degree that could be argued, by and large it sure rings truth. We all agree I am sure no matter what...our headlines need to suck! Suck in readers, scanners, browsers, skimmers...

08-28-2009, 06:29 PM	#8
dtendrich Writer of Copy War Room Member Join Date: Aug 2009 Posts: 160 Thanks: 16 Thanked 36 Times in 19 Posts	Re: Short or Long Headlines? Answers Within... (Great Article) Makepeace has such great information. If only he didn't send out two e-mails a day...