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Marty Weintraub – aimClear®

10 CLASSIC HEADLINE CREATIVE HACKS & CONSTRUCTS

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ADWORDS SEARCH PPC HEADLINES, LARGELY NEUTERED

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HEADLINE COPYWRITING, WANING ART

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WHAT’S 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, GOOD…MUST 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 CLICHÉS

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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. DON’T 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!

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Sept. 29th – Oct. 1st 2015