The headlines and copy used in big brand ads are often so ridiculous they’re hardly worth commenting on.
But I found this post by Nancy Friedman both funny and interesting. She writes:
“X just got better” [is] a formula frequently employed by headline writers short on time and imagination.
She then lists 18 specific examples where this headline formula was used, each one as dull as the last.
Actually, that’s not entirely true. Among her examples there is one exception that stands out like Christmas lights in July:
My favorite variation, though, comes from the dead trademark database: “The Oldest Virgin Around Just Got Better.” It was registered to the California Olive Corporation between 1997 and 2005.
I don’t know how many bottles of virgin olive oil this headline sold, but at least it’s interesting. If I saw that headline while flipping through a magazine, I’m pretty sure I’d at least read the first sentence to discover the tie-in.
Nevertheless, you ought to avoid trite formulas like “X just got better” or “X just got easier.” It’s not specific and it requires the reader to think too much.
Instead of saying that your product just got better, why not tell your over-stimulated reader precisely how your product is better — right there in the headline!
I know, it’s a novel thought.
But that’s why you read this blog, right?
-Ryan M. Healy
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About Ryan M. Healy
Ryan Healy is a direct response copywriter. Since 2002, he has worked with scores of clients, including BoostCTR, Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and is a regular contributor to WordStream.com, BoostCTR.com, and MarketingForSuccess.com.
Even the best copywriters sometimes get stuck for words and struggle to write winning ads. But what if there was a surefire way to smash through writer's block and write winning copy almost every single time? Good news -- there is. Click Here to Read the Complete Article » |
{ 8 comments… read them below or add one }
Another related and tired phrase is “New and Improved!”. I mean come on… WTF???
Or… “Heavy Duty”.
These companies could do SO much better with an Ogilvy (not really Ogilvy) headline like the Rolls Royce letter or something.
Joseph Ratliff recently posted..With So Many Areas Of Business To Focus On…Where Do You Start?
Agreed. The biggest problem with the formula above (X just got better) is that it doesn’t say anything of value or meaning. It is not specific. It does not spark the reader’s curiosity. Nothing!
Ah, well. It’s par for the course in the world of brand advertising.
“New and Improved” and “Heavy Duty” are too tired to add value any more.
Nothing of value there either IMO. And the statements are “lazy” copywriting.
Joseph Ratliff recently posted..The One Thing You NEED First To Become A Great Copywriter…
I don’t know..
“New and Improved, Heavy Duty Virgin” sorta has a ring to it!
Well, I don’t know… “heavy” and “virgin” are not exactly a great pairing. ;-)
RyanHealy.com Just Got Better!
(adding more words to my comment because your new comment system told me “You have not typed enough words in the comment. Please go back and add some more”… ???)
Actually, I originally titled this blog post:
This Blog Post Just Got Better!
We’re thinking on the same wave-length.
P.S. I have CommentLuv set up to block any comment that is 4 words or less. This is to prevent comments like “I love your blog” and “Great post!”
Sorry about that. :-)
I was going to reply with “Ah, I got it”… but then realized I couldn’t. LOL.