Too many ads today don't have headlines because too many creative directors, copywriters and designers today feel that headlines are "old school." And when you evoke David Ogilvy's name and say every ad must have a headline, you get laughed at for being anachronistic.
Two facts. One, ads without headlines are nothing new (such as this Kellogg's ad from 1908). And two, headlines are a crucial part of a proven formula of grabbing your target audience's attention. Right now, it may not be so cool to create ads with headlines. But it is always cool to create ads with headlines that increase response rates.
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