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#SMX @MartyWeintraub
Marty Weintraub – aimClear®
10 CLASSIC HEADLINE CREATIVE
HACKS & CONSTRUCTS
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
ADWORDS
SEARCH PPC
HEADLINES,
LARGELY
NEUTERED
#SMX @MartyWeintraub
HEADLINE COPYWRITING, WANING ART
#SMX @MartyWeintraub
WHAT’S LEFT TO BE CREATIVE WITH?
#SMX @MartyWeintraub
CAN WE OPTIMIZE, STILL CUT
THROUGH CLUTTER?
#SMX @MartyWeintraub
CREATIVE
NEEDS TO BE
MORE THAN,
GOOD…MUST
BE STUNNING
#SMX @MartyWeintraub
NOT JUST ADVERTISER
COMPETING WITH
ADVERTISER
#SMX @MartyWeintraub
#SMX @MartyWeintraub
CLUTTERED PAGES FAMILIAR,
EMOTIONAL STIMULATION
#SMX @MartyWeintraub
CREATIVE COMPOSITION
TRANSCENDS ANY ONE CHANNEL
#SMX @MartyWeintraub
SPIN
WITHOUT
VISION =
GOING
NOWHERE
FAST
#SMX @MartyWeintraub
CRAFTING HEADLINE THEORIES:
NIMBLE BRAINSTORMING
#SMX @MartyWeintraub
Start With
Statements
#SMX @MartyWeintraub
SELLING
SNOW TO
ESKIMOS?
DEVELOP
PLAIN
LANGUAGE
THEORIES
#SMX @MartyWeintraub
“We sell multicolor snow. Tell
females Eskimos blue snow makes
males randy. Tell male Eskimos red
sno...
#SMX @MartyWeintraub
THEN PACKAGE THE HEADLINES
#SMX @MartyWeintraub
#SMX @MartyWeintraub
TIMELESS THINKING
#SMX @MartyWeintraub
10 TIMELESS HEADLINE WRITING
CONSTRUCTS
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
COLORFUL AD-ONS
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
QUESTIONS (THAT ARE REALLY ANSWERS)
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
USE QUESTION WORDS
WHO
WHAT
WHEN
WHERE
WHY
HOW
#SMX @MartyWeintraub
TOUT THE BENEFITS
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
NEGATIVE CONSEQUENCES
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
LEVERAGE THE POWER OF
BASTERDIZED CLICHÉS
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
MEMORABLE PHONETICS
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
ATTENTION! [AUDIENCE SEGMENT]
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
ALTERNATIVE [KW]
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
TAKEAWAYS
1. DON’T GIVE UP ON CREATIVITY
2. CUT THROUGH THE CLUTTER
3. BE STUNNING
4. COUNTER EMOTION...
#SMX @MartyWeintraub
TIMELESS CREATIVE CONSTRUCTS
1. COLORFUL AD-ONS
2. QUESTIONS WITH A “?”
3. QUESTIONS THAT ARE ANSWERS...
#SMX @MartyWeintraub
NEGATIVE CONSEQUENCES
5. MEMORABLE PHONETICS
6. ATTENTION [AUDIENCE SEGMENT]
7. ALTERNATIVE [KW]
#SMX @MartyWeintraub
#SMX @MartyWeintraub
#SMX @MartyWeintraub
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015
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10 Classic Headline Creative Hacks and Constructs By Marty Weintraub

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Getting Creative With Ad Copy & Testing. PRESENTATION: 10 Classic Headline Creative Hacks & Constructs - Given by Marty Weintraub, @martyweintraub - aimClear, Founder/Evangelist . #SMX #21B

Published in: Marketing

10 Classic Headline Creative Hacks and Constructs By Marty Weintraub

  1. 1. #SMX @MartyWeintraub Marty Weintraub – aimClear® 10 CLASSIC HEADLINE CREATIVE HACKS & CONSTRUCTS
  2. 2. #SMX @MartyWeintraub
  3. 3. #SMX @MartyWeintraub
  4. 4. #SMX @MartyWeintraub
  5. 5. #SMX @MartyWeintraub
  6. 6. #SMX @MartyWeintraub
  7. 7. #SMX @MartyWeintraub ADWORDS SEARCH PPC HEADLINES, LARGELY NEUTERED
  8. 8. #SMX @MartyWeintraub HEADLINE COPYWRITING, WANING ART
  9. 9. #SMX @MartyWeintraub WHAT’S LEFT TO BE CREATIVE WITH?
  10. 10. #SMX @MartyWeintraub CAN WE OPTIMIZE, STILL CUT THROUGH CLUTTER?
  11. 11. #SMX @MartyWeintraub CREATIVE NEEDS TO BE MORE THAN, GOOD…MUST BE STUNNING
  12. 12. #SMX @MartyWeintraub NOT JUST ADVERTISER COMPETING WITH ADVERTISER
  13. 13. #SMX @MartyWeintraub
  14. 14. #SMX @MartyWeintraub CLUTTERED PAGES FAMILIAR, EMOTIONAL STIMULATION
  15. 15. #SMX @MartyWeintraub CREATIVE COMPOSITION TRANSCENDS ANY ONE CHANNEL
  16. 16. #SMX @MartyWeintraub SPIN WITHOUT VISION = GOING NOWHERE FAST
  17. 17. #SMX @MartyWeintraub CRAFTING HEADLINE THEORIES: NIMBLE BRAINSTORMING
  18. 18. #SMX @MartyWeintraub Start With Statements
  19. 19. #SMX @MartyWeintraub SELLING SNOW TO ESKIMOS? DEVELOP PLAIN LANGUAGE THEORIES
  20. 20. #SMX @MartyWeintraub “We sell multicolor snow. Tell females Eskimos blue snow makes males randy. Tell male Eskimos red snow makes the ladies hot”
  21. 21. #SMX @MartyWeintraub THEN PACKAGE THE HEADLINES
  22. 22. #SMX @MartyWeintraub
  23. 23. #SMX @MartyWeintraub TIMELESS THINKING
  24. 24. #SMX @MartyWeintraub 10 TIMELESS HEADLINE WRITING CONSTRUCTS
  25. 25. #SMX @MartyWeintraub
  26. 26. #SMX @MartyWeintraub
  27. 27. #SMX @MartyWeintraub
  28. 28. #SMX @MartyWeintraub
  29. 29. #SMX @MartyWeintraub
  30. 30. #SMX @MartyWeintraub
  31. 31. #SMX @MartyWeintraub COLORFUL AD-ONS
  32. 32. #SMX @MartyWeintraub
  33. 33. #SMX @MartyWeintraub
  34. 34. #SMX @MartyWeintraub
  35. 35. #SMX @MartyWeintraub
  36. 36. #SMX @MartyWeintraub
  37. 37. #SMX @MartyWeintraub
  38. 38. #SMX @MartyWeintraub QUESTIONS (THAT ARE REALLY ANSWERS)
  39. 39. #SMX @MartyWeintraub
  40. 40. #SMX @MartyWeintraub
  41. 41. #SMX @MartyWeintraub
  42. 42. #SMX @MartyWeintraub
  43. 43. #SMX @MartyWeintraub
  44. 44. #SMX @MartyWeintraub
  45. 45. #SMX @MartyWeintraub USE QUESTION WORDS WHO WHAT WHEN WHERE WHY HOW
  46. 46. #SMX @MartyWeintraub TOUT THE BENEFITS
  47. 47. #SMX @MartyWeintraub
  48. 48. #SMX @MartyWeintraub
  49. 49. #SMX @MartyWeintraub
  50. 50. #SMX @MartyWeintraub
  51. 51. #SMX @MartyWeintraub NEGATIVE CONSEQUENCES
  52. 52. #SMX @MartyWeintraub
  53. 53. #SMX @MartyWeintraub
  54. 54. #SMX @MartyWeintraub
  55. 55. #SMX @MartyWeintraub LEVERAGE THE POWER OF BASTERDIZED CLICHÉS
  56. 56. #SMX @MartyWeintraub
  57. 57. #SMX @MartyWeintraub
  58. 58. #SMX @MartyWeintraub
  59. 59. #SMX @MartyWeintraub
  60. 60. #SMX @MartyWeintraub MEMORABLE PHONETICS
  61. 61. #SMX @MartyWeintraub
  62. 62. #SMX @MartyWeintraub
  63. 63. #SMX @MartyWeintraub
  64. 64. #SMX @MartyWeintraub ATTENTION! [AUDIENCE SEGMENT]
  65. 65. #SMX @MartyWeintraub
  66. 66. #SMX @MartyWeintraub
  67. 67. #SMX @MartyWeintraub
  68. 68. #SMX @MartyWeintraub
  69. 69. #SMX @MartyWeintraub
  70. 70. #SMX @MartyWeintraub
  71. 71. #SMX @MartyWeintraub ALTERNATIVE [KW]
  72. 72. #SMX @MartyWeintraub
  73. 73. #SMX @MartyWeintraub
  74. 74. #SMX @MartyWeintraub
  75. 75. #SMX @MartyWeintraub
  76. 76. #SMX @MartyWeintraub 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
  77. 77. #SMX @MartyWeintraub TIMELESS CREATIVE CONSTRUCTS 1. COLORFUL AD-ONS 2. QUESTIONS WITH A “?” 3. QUESTIONS THAT ARE ANSWERS 4. TOUT THE BENEFITS
  78. 78. #SMX @MartyWeintraub NEGATIVE CONSEQUENCES 5. MEMORABLE PHONETICS 6. ATTENTION [AUDIENCE SEGMENT] 7. ALTERNATIVE [KW]
  79. 79. #SMX @MartyWeintraub
  80. 80. #SMX @MartyWeintraub
  81. 81. #SMX @MartyWeintraub THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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