Headlines are a succinct way of creating brand-based communications that are insightful to your brand’s priorities, personality, values, and more.
As a strategy-first agency, we believe in referencing the strategic columns of your brand in order to build any form of messaging.
Because headlines are meant to be efficient and effective forms of communication, it’s better to build them strategically and relevantly for wherever and whomever they are placed.
As prominent copywriter Eugene Schwartz put it, “There is your audience. There is the language. There are the words that they use.”
Writing intentional headlines with focus also prevents them from feeling generic or, on the opposite side, from being so encumbered that you lose all understanding and meaning.
A well thought out headline builds additional layers of visible character for your brand. Therefore, develop headlines that deepen your brand perception over ones that only exist to acknowledge and compete with the competition.
“Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.” – Fairfax M. Cone
(You’re only as solid as what you build on.)
Thoughts written by Mesun Choi.
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