"New Way to Help Chickens Cross to Other SIde" This headline made me smile. And think. It may be the best headline writing I’ve seen in an article (or even an ad for that matter) in a while.
Any marketer will tell you that in an increasingly fast-paced, fragmented world, being concise and clear is critical to getting your message across. So is harnessing the power of emotion: Appealing to peoples’ hearts as well as their minds.
In this recent New York Times article (http://www.nytimes.com/2010/10/22/business/22chicken.html?_r=1), an earnest discussion about evolving slaughterhouse science is introduced in an original and clever way. It worked on me—drawing me in to read something I likely would have skipped (imagine how dull the headline could have been). It also was brand building, confirming why I still turn to the Times (Intelligent, thought-through perspective; a unique voice) when there are so many sources of information out there.
Copywriters take note: This is masterful work. A difficult topic is made interesting by evoking humor and wrapping it in a darkly witty, doubleentendre. Concise, direct and emotive. Funny, in a serious way.
Only nine words. Brilliant.
Originally published 10/31/10
Any marketer will tell you that in an increasingly fast-paced, fragmented world, being concise and clear is critical to getting your message across. So is harnessing the power of emotion: Appealing to peoples’ hearts as well as their minds.
In this recent New York Times article (http://www.nytimes.com/2010/10/22/business/22chicken.html?_r=1), an earnest discussion about evolving slaughterhouse science is introduced in an original and clever way. It worked on me—drawing me in to read something I likely would have skipped (imagine how dull the headline could have been). It also was brand building, confirming why I still turn to the Times (Intelligent, thought-through perspective; a unique voice) when there are so many sources of information out there.
Copywriters take note: This is masterful work. A difficult topic is made interesting by evoking humor and wrapping it in a darkly witty, doubleentendre. Concise, direct and emotive. Funny, in a serious way.
Only nine words. Brilliant.
Originally published 10/31/10