Writing Advertising Headlines is Easy if you Want Them to Suck.
It’s on my main gig’s website and it includes a gorgeous picture of me.
Here are the Cliffs Notes:
If you want to write lazy, expected headlines, write them as fast as you can.
If you’re an advertising copywriter or marketer who believes in actual craftsmanship, and you want your headlines to convert, wow, punch, inspire and persuade, then write a crapton of headline options, pick the best one, then try to beat that one by writing a crapton more headlines. (Hence the coffee hero image. So sorry.)
Here’s the link, which includes an actual, real life Word document of my Big League World Series headlines that have not been altered or tweaked since my concepting phase, so help me God.
Oh, and I compared writing headlines to making sausage, so there’s that.