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10 Classic Headline Creative Hacks and Constructs By Marty Weintraub

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Getting Creative With Ad Copy & Testing. PRESENTATION: 10 Classic Headline Creative Hacks and Constructs - Given by Marty Weintraub, @martyweintraub - aimClear, Founder. #SMX #11B

Published in: Marketing

10 Classic Headline Creative Hacks and Constructs By Marty Weintraub

  1. 1. #SMX #11A @MartyWeintraub Marty Weintraub – aimClear® 10 CLASSIC HEADLINE CREATIVE HACKS & CONSTRUCTS 
  2. 2. #SMX #11A @MartyWeintraub
  3. 3. #SMX #11A @MartyWeintraub
  4. 4. #SMX #11A @MartyWeintraub
  5. 5. #SMX #11A @MartyWeintraub
  6. 6. #SMX #11A @MartyWeintraub
  7. 7. #SMX #11A @MartyWeintraub ADWORDS SEARCH PPC HEADLINES, LARGELY NEUTERED
  8. 8. #SMX #11A @MartyWeintraub HEADLINE COPYWRITING, WANING ART
  9. 9. #SMX #11A @MartyWeintraub WHAT’S LEFT TO BE CREATIVE WITH?
  10. 10. #SMX #11A @MartyWeintraub CAN WE OPTIMIZE, STILL CUT THROUGH CLUTTER?
  11. 11. #SMX #11A @MartyWeintraub CREATIVE NEEDS TO BE MORE THAN, GOOD…MUST BE STUNNING
  12. 12. #SMX #11A @MartyWeintraub CREATIVE NEEDS TO BE MORE THAN, GOOD…MUST BE STUNNING NOT JUST ADVERTISER COMPETING WITH ADVERTISER
  13. 13. #SMX #11A @MartyWeintraub
  14. 14. #SMX #11A @MartyWeintraub CLUTTERED PAGES FAMILIAR, EMOTIONAL STIMULATION
  15. 15. #SMX #11A @MartyWeintraub CREATIVE COMPOSITION TRANSCENDS ANY ONE CHANNEL
  16. 16. #SMX #11A @MartyWeintraub SPIN WITHOUT VISION = GOING NOWHERE FAST
  17. 17. #SMX #11A @MartyWeintraub CRAFTING HEADLINE THEORIES: NIMBLE BRAINSTORMING
  18. 18. #SMX #11A @MartyWeintraub First Step: Develop Statements
  19. 19. #SMX #11A @MartyWeintraub SELLING SNOW TO ESKIMOS? DEVELOP PLAIN LANGUAGE THEORIES
  20. 20. #SMX #11A @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 #11A @MartyWeintraub THEN PACKAGE THE HEADLINES
  22. 22. #SMX #11A @MartyWeintraub
  23. 23. #SMX #11A @MartyWeintraub TIMELESS THINKING
  24. 24. #SMX #11A @MartyWeintraub 10 TIMELESS HEADLINE WRITING CONSTRUCTS 
  25. 25. #SMX #11A @MartyWeintraub    
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  29. 29. #SMX #11A @MartyWeintraub    
  30. 30. #SMX #11A @MartyWeintraub
  31. 31. #SMX #11A @MartyWeintraub COLORFUL AD-ONS
  32. 32. #SMX #11A @MartyWeintraub
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  37. 37. #SMX #11A @MartyWeintraub
  38. 38. #SMX #11A @MartyWeintraub Love:    Adoration,  Affection,   Arousal,  Caring,  Charm,  Desire,   Longing,  Lust,  Passion,  Warmth     Anger:  Ferocity,  Fury,  Rage,   Outrage,  Hostility,  Wrath,  Pain   SHORT EMO WORDS!
  39. 39. #SMX #11A @MartyWeintraub QUESTIONS (THAT ARE REALLY ANSWERS)
  40. 40. #SMX #11A @MartyWeintraub
  41. 41. #SMX #11A @MartyWeintraub
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  46. 46. #SMX #11A @MartyWeintraub USE QUESTION WORDS WHO WHAT WHEN WHERE WHY HOW
  47. 47. #SMX #11A @MartyWeintraub TOUT THE BENEFITS
  48. 48. #SMX #11A @MartyWeintraub
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  52. 52. #SMX #11A @MartyWeintraub NEGATIVE CONSEQUENCES
  53. 53. #SMX #11A @MartyWeintraub
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  55. 55. #SMX #11A @MartyWeintraub
  56. 56. #SMX #11A @MartyWeintraub LEVERAGE THE POWER OF BASTERDIZED CLICHÉS
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  61. 61. #SMX #11A @MartyWeintraub MEMORABLE PHONETICS
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  63. 63. #SMX #11A @MartyWeintraub
  64. 64. #SMX #11A @MartyWeintraub
  65. 65. #SMX #11A @MartyWeintraub ATTENTION! [AUDIENCE SEGMENT]
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  72. 72. #SMX #11A @MartyWeintraub ALTERNATIVE [KW]
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  76. 76. #SMX #11A @MartyWeintraub
  77. 77. #SMX #11A @MartyWeintraub “DEFENSIBLE CREATIVE”
  78. 78. #SMX #11A @MartyWeintraub
  79. 79. #SMX #11A @MartyWeintraub GRID OF “VOICE” + FUNCTION +
  80. 80. #SMX #11A @MartyWeintraub Voice 1: Legal/Stylebook-Safe
  81. 81. #SMX #11A @MartyWeintraub Voice 2~ Slight Boundary Push
  82. 82. #SMX #11A @MartyWeintraub Voice 3! Risk, Color, Flavor, Edge
  83. 83. #SMX #11A @MartyWeintraub Multiply Voice X Function 1-Brand 2-Benefits 3-Alert! 1-Legal 2-Push 3-Risky! X   =  9
  84. 84. #SMX #11A @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
  85. 85. #SMX #11A @MartyWeintraub TIMELESS CREATIVE CONSTRUCTS 1. COLORFUL AD-ONS 2. QUESTIONS WITH A “?” 3. QUESTIONS THAT ARE ANSWERS 4. TOUT THE BENEFITS
  86. 86. #SMX #11A @MartyWeintraub NEGATIVE CONSEQUENCES 5. MEMORABLE PHONETICS 6. ATTENTION [AUDIENCE SEGMENT] 7. ALTERNATIVE [KW] 8. “DEFENSIBLE CREATIVE”
  87. 87. #SMX #11A @MartyWeintraub
  88. 88. #SMX #11A @MartyWeintraub
  89. 89. #SMX #11A @MartyWeintraub SEE YOU AT THE NEXT #SMX THANK YOU!

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