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A Good Headline Is 80% Of Advertising

07/24/2013

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. – David Ogilvy

The principles of marketing, branding and selling have common ground. Each relies on words and images to communicate.

The visual side, while artistic, is simpler than the verbal component. Choosing the right words is an art form. Words are emotive, connective and capable of firing the brain’s synapses at light speed.

In a world of nearly non-stop exposure to media, thanks to our smartphones, consumers are being presented with poorer quality messaging than ever before. Online marketing has made advertising and the words used therein disposable. Consumers have learned that the need of recall has been replaced by ‘Googling’ something.

Amidst the muck of lousy marketing communications we are treated with an occasional misstep that cannot help but make one smile. Such is the case with the screen shot from Target.com. It’s likely when the headline was written, in the flurry of activity surrounding eCommerce site management, it made perfect sense. Seen by consumers…well, let’s just say it comes off differently.

doing-it-wrong-25 

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