10 CLASSIC HEADLINE CREATIVE

HACKS & CONSTRUCTS

Marty Weintraub aimClear

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ADWORDS
SEARCH PPC
HEADLINES,
LARGELY
NEUTERED

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HEADLINE COPYWRITING, WANING ART

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WHATS LEFT TO BE CREATIVE WITH?

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CAN WE OPTIMIZE, STILL CUT
THROUGH CLUTTER?

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CREATIVE
NEEDS TO BE
MORE THAN,
GOODMUST
BE STUNNING

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NOT JUST ADVERTISER
COMPETING WITH
ADVERTISER

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CLUTTERED PAGES FAMILIAR,
EMOTIONAL STIMULATION

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 CREATIVE COMPOSITION
TRANSCENDS ANY ONE CHANNEL

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SPIN
WITHOUT
VISION =
GOING
NOWHERE
FAST
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CRAFTING HEADLINE THEORIES:
NIMBLE BRAINSTORMING
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Start With
Statements

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SELLING
SNOW TO
ESKIMOS?
DEVELOP
PLAIN
LANGUAGE
THEORIES
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We sell multicolor snow. Tell
females Eskimos blue snow makes
males randy. Tell male Eskimos red
snow makes the ladies hot

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THEN PACKAGE THE HEADLINES

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TIMELESS THINKING

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10 TIMELESS HEADLINE WRITING
CONSTRUCTS

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COLORFUL AD-ONS

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QUESTIONS (THAT ARE REALLY ANSWERS)

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USE QUESTION WORDS
WHO
WHAT
WHEN
WHERE
WHY
HOW
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TOUT THE BENEFITS

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NEGATIVE CONSEQUENCES

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LEVERAGE THE POWER OF
BASTERDIZED CLICHS

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MEMORABLE PHONETICS

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ATTENTION! [AUDIENCE SEGMENT]

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ALTERNATIVE [KW]

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 TAKEAWAYS
1. DONT GIVE UP ON CREATIVITY
2. CUT THROUGH THE CLUTTER
3. BE STUNNING
4. COUNTER EMOTION WITH COLOR
5. BRAINSTORM WITH HEADLINE THEORIES
6.THEN PACKAGE

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TIMELESS CREATIVE CONSTRUCTS

1. COLORFUL AD-ONS

2. QUESTIONS WITH A ?

3. QUESTIONS THAT ARE ANSWERS

4. TOUT THE BENEFITS

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 NEGATIVE CONSEQUENCES

5. MEMORABLE PHONETICS

6. ATTENTION [AUDIENCE SEGMENT]

7. ALTERNATIVE [KW]

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 THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th Oct. 1st 2015

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