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#smx #11B @MartyWeintraub
Marty Weintraub – aimClear®
10 CLASSIC HEADLINE CREATIVE
HACKS & CONSTRUCTS
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
ADWORDS
SEARCH PPC
HEADLINES,
LARGELY
NEUTERED
#smx #11B @MartyWeintraub
HEADLINE COPYWRITING, WANING ART
#smx #11B @MartyWeintraub
WHAT’S LEFT TO BE CREATIVE WITH?
#smx #11B @MartyWeintraub
CAN WE OPTIMIZE, STILL CUT
THROUGH CLUTTER?
#smx #11B @MartyWeintraub
CREATIVE
NEEDS TO BE
MORE THAN,
GOOD…MUST
BE STUNNING
#smx #11B @MartyWeintraub
NOT JUST ADVERTISER
COMPETING WITH
ADVERTISER
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
CLUTTERED PAGES FAMILIAR,
EMOTIONAL STIMULATION
#smx #11B @MartyWeintraub
CREATIVE COMPOSITION
TRANSCENDS ANY ONE CHANNEL
#smx #11B @MartyWeintraub
SPIN
WITHOUT
VISION =
GOING
NOWHERE
FAST
#smx #11B @MartyWeintraub
CRAFTING HEADLINE THEORIES:
NIMBLE BRAINSTORMING
#smx #11B @MartyWeintraub
First Step:
Develop
Statements
#smx #11B @MartyWeintraub
SELLING
SNOW TO
ESKIMOS?
DEVELOP
PLAIN
LANGUAGE
THEORIES
#smx #11B @MartyWeintraub
“We sell multicolor snow. Tell
females Eskimos blue snow makes
males randy. Tell male Eskimos re...
#smx #11B @MartyWeintraub
THEN PACKAGE THE HEADLINES
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
TIMELESS THINKING
#smx #11B @MartyWeintraub
10 TIMELESS HEADLINE WRITING
CONSTRUCTS
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
COLORFUL AD-ONS
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
Love: Adoration, Affection,
Arousal, Caring, Charm, Desire,
Longing, Lust, Passion, Warmth
Anger...
#smx #11B @MartyWeintraub
QUESTIONS (THAT ARE REALLY ANSWERS)
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
USE QUESTION WORDS
WHO
WHAT
WHEN
WHERE
WHY
HOW
#smx #11B @MartyWeintraub
TOUT THE BENEFITS
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
NEGATIVE CONSEQUENCES
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
LEVERAGE THE POWER OF
BASTERDIZED CLICHÉS
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
MEMORABLE PHONETICS
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
ATTENTION! [AUDIENCE SEGMENT]
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
ALTERNATIVE [KW]
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
“DEFENSIBLE CREATIVE”
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
GRID OF “VOICE” + FUNCTION
X
#smx #11B @MartyWeintraub
Voice 1: Legal/Stylebook-Safe
#smx #11B @MartyWeintraub
Voice 2~ Slight Boundary Push
#smx #11B @MartyWeintraub
Voice 3! Risk, Color, Flavor, Edge
#smx #11B @MartyWeintraub
Multiply Voice X Function
1-Brand
2-Benefits
3-Alert!
1-Legal
2-Push
3-Risky!
X = 9
#smx #11B @MartyWeintraub
TAKEAWAYS
1. DON’T GIVE UP ON CREATIVITY
2. CUT THROUGH THE CLUTTER
3. BE STUNNING
4. COUNTER EM...
#smx #11B @MartyWeintraub
TIMELESS CREATIVE CONSTRUCTS
1. COLORFUL AD-ONS
2. QUESTIONS WITH A “?”
3. QUESTIONS THAT ARE AN...
#smx #11B @MartyWeintraub
NEGATIVE CONSEQUENCES
5. MEMORABLE PHONETICS
6. ATTENTION [AUDIENCE SEGMENT]
7. ALTERNATIVE [KW]...
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
#smx #11B @MartyWeintraub
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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10 Classic Headline Creative Hacks & Constructs By Marty Weintraub

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Getting Creative With Ad Copy & Testing - Given by Marty Weintraub, @martyweintraub, Founder, Evangelist - aimClear. #SMX #11B

Published in: Marketing, Internet
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10 Classic Headline Creative Hacks & Constructs By Marty Weintraub

  1. #smx #11B @MartyWeintraub Marty Weintraub – aimClear® 10 CLASSIC HEADLINE CREATIVE HACKS & CONSTRUCTS
  2. #smx #11B @MartyWeintraub
  3. #smx #11B @MartyWeintraub
  4. #smx #11B @MartyWeintraub
  5. #smx #11B @MartyWeintraub
  6. #smx #11B @MartyWeintraub
  7. #smx #11B @MartyWeintraub ADWORDS SEARCH PPC HEADLINES, LARGELY NEUTERED
  8. #smx #11B @MartyWeintraub HEADLINE COPYWRITING, WANING ART
  9. #smx #11B @MartyWeintraub WHAT’S LEFT TO BE CREATIVE WITH?
  10. #smx #11B @MartyWeintraub CAN WE OPTIMIZE, STILL CUT THROUGH CLUTTER?
  11. #smx #11B @MartyWeintraub CREATIVE NEEDS TO BE MORE THAN, GOOD…MUST BE STUNNING
  12. #smx #11B @MartyWeintraub NOT JUST ADVERTISER COMPETING WITH ADVERTISER
  13. #smx #11B @MartyWeintraub
  14. #smx #11B @MartyWeintraub CLUTTERED PAGES FAMILIAR, EMOTIONAL STIMULATION
  15. #smx #11B @MartyWeintraub CREATIVE COMPOSITION TRANSCENDS ANY ONE CHANNEL
  16. #smx #11B @MartyWeintraub SPIN WITHOUT VISION = GOING NOWHERE FAST
  17. #smx #11B @MartyWeintraub CRAFTING HEADLINE THEORIES: NIMBLE BRAINSTORMING
  18. #smx #11B @MartyWeintraub First Step: Develop Statements
  19. #smx #11B @MartyWeintraub SELLING SNOW TO ESKIMOS? DEVELOP PLAIN LANGUAGE THEORIES
  20. #smx #11B @MartyWeintraub “We sell multicolor snow. Tell females Eskimos blue snow makes males randy. Tell male Eskimos red snow makes the ladies hot”
  21. #smx #11B @MartyWeintraub THEN PACKAGE THE HEADLINES
  22. #smx #11B @MartyWeintraub
  23. #smx #11B @MartyWeintraub TIMELESS THINKING
  24. #smx #11B @MartyWeintraub 10 TIMELESS HEADLINE WRITING CONSTRUCTS
  25. #smx #11B @MartyWeintraub
  26. #smx #11B @MartyWeintraub
  27. #smx #11B @MartyWeintraub
  28. #smx #11B @MartyWeintraub
  29. #smx #11B @MartyWeintraub
  30. #smx #11B @MartyWeintraub
  31. #smx #11B @MartyWeintraub COLORFUL AD-ONS
  32. #smx #11B @MartyWeintraub
  33. #smx #11B @MartyWeintraub
  34. #smx #11B @MartyWeintraub
  35. #smx #11B @MartyWeintraub
  36. #smx #11B @MartyWeintraub
  37. #smx #11B @MartyWeintraub
  38. #smx #11B @MartyWeintraub Love: Adoration, Affection, Arousal, Caring, Charm, Desire, Longing, Lust, Passion, Warmth Anger: Ferocity, Fury, Rage, Outrage, Hostility, Wrath, Pain SHORT EMO WORDS!
  39. #smx #11B @MartyWeintraub QUESTIONS (THAT ARE REALLY ANSWERS)
  40. #smx #11B @MartyWeintraub
  41. #smx #11B @MartyWeintraub
  42. #smx #11B @MartyWeintraub
  43. #smx #11B @MartyWeintraub
  44. #smx #11B @MartyWeintraub
  45. #smx #11B @MartyWeintraub
  46. #smx #11B @MartyWeintraub USE QUESTION WORDS WHO WHAT WHEN WHERE WHY HOW
  47. #smx #11B @MartyWeintraub TOUT THE BENEFITS
  48. #smx #11B @MartyWeintraub
  49. #smx #11B @MartyWeintraub
  50. #smx #11B @MartyWeintraub
  51. #smx #11B @MartyWeintraub
  52. #smx #11B @MartyWeintraub NEGATIVE CONSEQUENCES
  53. #smx #11B @MartyWeintraub
  54. #smx #11B @MartyWeintraub
  55. #smx #11B @MartyWeintraub
  56. #smx #11B @MartyWeintraub LEVERAGE THE POWER OF BASTERDIZED CLICHÉS
  57. #smx #11B @MartyWeintraub
  58. #smx #11B @MartyWeintraub
  59. #smx #11B @MartyWeintraub
  60. #smx #11B @MartyWeintraub
  61. #smx #11B @MartyWeintraub MEMORABLE PHONETICS
  62. #smx #11B @MartyWeintraub
  63. #smx #11B @MartyWeintraub
  64. #smx #11B @MartyWeintraub
  65. #smx #11B @MartyWeintraub ATTENTION! [AUDIENCE SEGMENT]
  66. #smx #11B @MartyWeintraub
  67. #smx #11B @MartyWeintraub
  68. #smx #11B @MartyWeintraub
  69. #smx #11B @MartyWeintraub
  70. #smx #11B @MartyWeintraub
  71. #smx #11B @MartyWeintraub
  72. #smx #11B @MartyWeintraub ALTERNATIVE [KW]
  73. #smx #11B @MartyWeintraub
  74. #smx #11B @MartyWeintraub
  75. #smx #11B @MartyWeintraub
  76. #smx #11B @MartyWeintraub
  77. #smx #11B @MartyWeintraub “DEFENSIBLE CREATIVE”
  78. #smx #11B @MartyWeintraub
  79. #smx #11B @MartyWeintraub GRID OF “VOICE” + FUNCTION X
  80. #smx #11B @MartyWeintraub Voice 1: Legal/Stylebook-Safe
  81. #smx #11B @MartyWeintraub Voice 2~ Slight Boundary Push
  82. #smx #11B @MartyWeintraub Voice 3! Risk, Color, Flavor, Edge
  83. #smx #11B @MartyWeintraub Multiply Voice X Function 1-Brand 2-Benefits 3-Alert! 1-Legal 2-Push 3-Risky! X = 9
  84. #smx #11B @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. #smx #11B @MartyWeintraub TIMELESS CREATIVE CONSTRUCTS 1. COLORFUL AD-ONS 2. QUESTIONS WITH A “?” 3. QUESTIONS THAT ARE ANSWERS 4. TOUT THE BENEFITS
  86. #smx #11B @MartyWeintraub NEGATIVE CONSEQUENCES 5. MEMORABLE PHONETICS 6. ATTENTION [AUDIENCE SEGMENT] 7. ALTERNATIVE [KW] 8. “DEFENSIBLE CREATIVE”
  87. #smx #11B @MartyWeintraub
  88. #smx #11B @MartyWeintraub
  89. #smx #11B @MartyWeintraub THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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