#smx #11B @MartyWeintraub

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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First Step: Develop 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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Love: Adoration, Affection, Arousal, Caring, Charm, Desire, Longing, Lust, Passion, Warmth

Anger: Ferocity, Fury, Rage, Outrage, Hostility, Wrath, Pain

SHORT EMO WORDS!

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QUESTIONS (THAT ARE REALLY ANSWERS)

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USE QUESTION WORDSWHOWHATWHEN

WHEREWHYHOW

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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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“DEFENSIBLE CREATIVE”

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GRID OF “VOICE” + FUNCTION

X

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Voice 1: Legal/Stylebook-Safe

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Voice 2~ Slight Boundary Push

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Voice 3! Risk, Color, Flavor, Edge

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Multiply Voice X Function

1-Brand2-Benefits3-Alert!

1-Legal2-Push3-Risky! X = 9

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TAKEAWAYS1. DON’T GIVE UP ON CREATIVITY2. CUT THROUGH THE CLUTTER

3. BE STUNNING4. COUNTER EMOTION WITH COLOR

5. BRAINSTORM WITH HEADLINE THEORIES6.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]

8. “DEFENSIBLE CREATIVE”

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#smx #11B @MartyWeintraub

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THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016