As a copywriter and profits strategist, I am constantly observing advertising and marketing out there in the “real world”.
I particularly keep an eye out for good headlines. Why? Well, as marketer you will be aware that the whole sales process starts by getting someone’s attention and the headline is one of the most important ways to do that.
Anyway, this morning on my morning walk I notice this ad on the back of a bus…
“If you feel crushed, spare a thought for our fruit”
Underneath was a picture of a bottle of fruit juice.
Anyone feel compelled to rush out and buy a bottle of juice? Nope? Didn’t think so.
The ad is for a company called “Nudie” and their products are great. I’m a big “Nudie” fan! They’ve established themselves as a slightly quirky company and most of their marketing is pretty good. They originally grew (the company is less than 10 years old, I think) largely through “word of mouth” and other viral type marketing.
But this ad – oh dear! Whoever came up with this was obviously trying to be “witty” or clever, appealing to the poor commuter “crushed” on the bus or standing in line. However, this is a classic example of the writer thinking they are terribly clever but the message falling flat.
Where’s the benefit to the consumer? Call to action? From the ad, it’s hard to even know that the ad is for “Nudie” rather than some other fruit juice.
The great copywriter John Caples talks a lot about headlines in his books such as “Tested Advertising Methods”. To try and sum up his findings…
1. Curiosity or “humour” on their own in a headline rarely produces a good result
2. If you’re going to use curiosity or something quirky, combine it with a benefit to the consumer. This kind of combination can be very powerful.
Whoever wrote this ad either doesn’t know about these classic advertising principles or forgot them. Either way, they get today’s “Terrible Headline” award! Shame on them for wasting the client’s money.