A tricky headline burns your chances

This bus stop ad is a great example of a headline SingesHungryThirstythat is way too tricky to get your head around. Don’t agree? Try saying it out loud. See?

For starters, ‘singes’ is a hard word to quickly read and understand, especially when you’re moving at 60km/hr. Singes is very close to the word ‘sings’. To make it even harder for the reader, it’s not a word you’d use frequently. Especially not in a sentence like this.

Writing a headline is hard work and the very best headlines are beautifully simple. The copywriter should be doing the hard work so that they don’t leave the hard work for the consumer. Because if you don’t get your message across fast, your ad simply won’t work as well as it could, you won’t sell as many products and you won’t make as much money as you could. A great reason to make sure your headline sings 🙂


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