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Do not read, it will be not interesting for you. Practice of creation of effective headings

Headings and illustrations - the first, on what any reader pays attention, glancing over the newspaper or magazine. That acquaintance to a product or service has taken place, clause{article} should be allocated among variety of the offers submitted today in the market, and the heading is called to carry out this problem{task} first of all.

As is known, at primary fluent viewing the consumer spends for "acquaintance" to a material on the average 1,5-2 seconds. For this time the person decides, whether represents for him{it} interest the declared subject. It means, that the heading should be written not only is competent from the point of view of a literary language, but also with use of special receptions which help the reader to stop the choice on your clause{article}.

Whence roots

It is interesting, that, despite of seeming evidence, "heading" it is obliged by the origin not to a single-root word "head", and already obsolete, out-of-date word "title". On Dalju, it " the part forward and bent to top sannogo a runner ", i.e. that is ahead.

If to consider{examine} "heading" as single-root with a word "head" the analogy to that as we perceive people arises: the person always throws the first sight on a head of the interlocutor and only then covers entirely all figure. Recollect " the horseman without a head " - wild impression, is not it? About the same feelings cause clauses{articles}, deprived heading. Axiomatic Ogilvi named them " bezgolovym miracle " as headings more, than something another have been convinced, that, define{determine} success or a failure of the advertising publication.

A*B*C = heading?

The system approach to drawing up of headings has already been repeatedly described in jobs both Russian, and foreign authors: " Kopirajting. Secrets of drawing up advertising and PR-texts " K.A.Ivanovoj; " Practice of the advertising text " A.N.Nazajkina; " Craft kopirajtinga " Dzh. A.Valladares, etc. However the universal formula of creation of effective heading does not exist. Certainly, any professional uses the technique of search and drawing up of headings. Moreover, to each text both he, and someone another can write set of various variants, each of which will be in own way strong. During practical job I also had a certain classification scale of headings which I would like to introduce to your attention.

Heading in details

The most effective are headings of a news format, and also the headings containing the name of the promoted goods or designating a concrete problem.

Let's consider examples.

Headings - news:

* " In Russia the cheap mortgage will appear ";

* " ADIDAS represents FEVERNOVA, an official ball of a world championship of 2002, under version FIFA ";

* " New privileges on housing and communal services ";

* " The Russian pediatrists have confirmed efficiency ibuprofena ".

Headings - news define{determine} the further format of the publication. If the news occasion is absent, it is possible to switch on the name of a product or service in heading.

The headings containing the name of the promoted goods or service:

* " Myagkov - number{room} one! ";

* " LAND CRUISER - 50 years on roads of the world ";

* " Festival of run "SAMSUNG": a family holiday of capital scale ";

* " Technics{Technical equipment} Caterpillar does not require advertising ".

On force of influence on the consumer headings in which the problem is declared are practically equivalent or ways of its{her} decision are planned.

The headings designating a problem and/or its{her} decision:

* " It is cautious: a heartburn! ";

* " What for to business sponsorship and charity ";

* " Preventive maintenance and treatment of fungoid diseases ";

* " How to improve a climate in the house ";

* " To 33. A minus a bald head " (includes still the name of clinic - K33).

Productive course - the Headings containing a specific proposal:

* " Care of the kid. Advice{councils} of the pediatrist ";

* " The Make up for moldingov ";

* " Help the stomach " (strengthens effect an imperative mood of a verb - "help").

Less bright on force of influence are the headings containing not direct, but an indirect mention of the goods or service. It can be:

The instruction{indication} of geographic location or national accessory{belonging}:

* " Revolution on - korejski ";

* " It was in city Peter " (without an illustration and a subtitle does not reflect essence);

* " The Oasis of rest in the center of Moscow " (the given heading includes also concept " application of service " - rest);

* " "Asians" in Russia " (the automobile of the Japanese manufacture supported by a photo, heading quite distinct{clear} performance about what there will be a speech in clause{article} gives).

The headings including object of influence of goods / service:

* " Beautiful hair solve all ";

* " The Capsule of memory ".

The humour - demands care in use as the humour is perceived always subjectively:

* " The Doctor, impose on me hands! " - heading to advertising manipulation. In this case the publication has been supported by the advertising module of clinic of manipulation.

Intrigue:

* "Automobile - phantom" - works a keyword "automobile".

Word-play

Application of this reception, unfortunately, happens is not always justified. For kopirajtera the word-play always represents professional interest, however it is necessary to consider closely{attentively} a parity{ratio} interestingly / is effective and to not overlook, that the heading first of all should respond marketing problems{tasks} of the client:

* " In what salt of studio - studio " Salt " (rather successful use of reception);

* " The Mobile real estate " (it is disputable - efficiency here is reached{achieved} more likely at the expense of use of a keyword "real estate".

Examples irrational (nemykh) headings:

* " Small revolution " - advertising of a preparation from dermatita;

* " On the ground, in clouds and on the sea " - advertising of a preparation from diarei;

* " Shift of borders " - to clause{article} about new model from Peugeot;

* " From rising up to a decline " - heading to clause{article} anticipating advertising of fixtures. Agree, it is difficult to define{determine} straight off about what there will be a speech;

* " News from „ mushroom front ” " - in this case speech not about mushrooms as can seem at first sight, and about fungoid defeats of a leather{skin} and methods of treatment.

As additional motivation inclusion in heading of an element of prestigiousness, ehkskljuzivnosti can serve.

For example:

* " Prestigious comfort and cosy luxury of leather furniture ";

* " Handbags of high flight ".

Alive interest was caused at all times with subjects of authority, money, health and beauty. This fertile and grateful subject also has found the reflection in headings:

* " How to not lose health, promoting ";

* " How to achieve an object in view ";

* " Three composed female beauty ";

* " Make itself! ".

Let's consider heading to given clause{article}

" Do not read, it will be not interesting for you " - possible to attribute{relate} to a category ehpatazhnykh headings. Application of the given reception is justified in the event that the general orientation of the publication is already known, for example, is set in a heading of the edition and also if the subtitle deciphering about what there will be a speech takes place.

Besides in heading popular enough reception " uses of a phrase with a particle NOT ", possessing powerful incentive influence is used.

For anybody not a secret, that the human consciousness cannot draw a picture of a particle "not". The picture no, as it not a subject and at all{even not} his{its} property or quality. We shall consider some examples to be convinced, how simply to apply this model and what force of influence she possesses.

* " Do not consider itself obliged something to buy ";

* " It is not necessary for you to do{make} this catalogue by the reference book ";

* " Can not hurry up with conclusions ".

If we now shall return to each offer and we shall cross out a word "not" we shall receive the message which reaches subconsciousness of the reader.

The given reception concerns more likely to psychological aspects of job with a word.

It is far from being everyone is capable to make quickly the decision, and a problem{task} kopirajtera - to help the person to make it, in this case to stop the choice on your clause{article}.

Amplifications{Strengthenings} of effect can be achieved, switching on heading so-called words - sellers who also are powerful "weapon" of influence on potrebitelja1:

The size matters?

Many advertisement makers prefer brevity while the majority of clients aspire to make heading sinopsisom clause{article}. Frankly speaking, for me this question still remains open. An output{exit} I see only in reasonable balance of these two positions.

It is necessary to add

* Headings for "editorial" clauses{articles} should correspond with the general{common} style of submission of editorial materials that clause{article} was not beaten out from the concept of the edition.

* Such nuances as a degree of persistence of advertising, use of reception of " last chance ", etc., are defined{determined} in each concrete case individually, in view of the general{common} concept of an advertising campaign and politics of the company - client.

* Brightness emotional okrashennosti heading is defined{determined} also individually.

And in summary it would be desirable to emphasize, that the heading which really works, as a rule, has no anything the general{common} with concept "kreativnost`". Mozart often spoke: " I in a life have never applied{put} the slightest effort to create something original ". Nevertheless all fine know the author of this saying. Draw conclusions …