Based on an actual assignment

Advertising Headline of the Week

(This copywriting quiz is a demonstration, not a request.)

Last week's problem:

You're selling low-calorie dog food and dogs can't tell it from the regular stuff. Cute headlines like "How to avoid the dog pound" are off-target. Research has shown that many people won't admit that their pet is overweight and turn away. (You've got something aimed at these people, involving their veterinarians, but this task isn't it.) Other pet owners don't know how to recognize a weight problem. You've tested educational approaches, but knowledgeable or not, owners just don't like to disappoint their pets. This is an emotional area. The headline needs to get to the emotional core of the problem.

Hover for Headline

How do you explain a diet to a dog?

Strong headlines are critical in Advertising. But successful marketing communication takes more than a headline or turn of phrase. My broad perspective and capabilities will help us find fresh, efficient solutions. Contact me now.

For next time:

You make capital equipment in an electronics industry that has a relatively small number of potential customers. Your competitors are huge. Companies buy their products because they are known to be reliable, but your competitors can't provide personal, top-level attention like you can. How do you convey your management's responsiveness and commitment to responsibility?

I'll post a solution next week!

Highly overstated legal statement, disclaimer and general tush-covering: For clients' protection, none of this is recent, and there is no current need. Please do NOT send me your own headlines! This was just one of many possible solutions. Any unsolicited submission will become my property without acknowledgement, consideration, obligation or so much as a thank-you. The work shown here is my own, and any similarity to other work, past or present, is purely coincidental. Project may have been academic or speculative. Situation may be simplified or enlarged for illustrative purposes, and/or headline modified to remove marketer's name. Nothing here implies an endorsement of my services by the marketer, agency, or anyone else. The ad headlines shown here are chosen partly for entertainment value, and are not necessarily my first-choice recommendation to client. By the way, the capital of North Dakota is Bismarck.

Based on an actual assignment

Advertising Headline of the Week

Last week's problem:

How do you explain a diet to a dog?

For next time:

Do you have a project, question, or suggestion in mind? Let's put our minds together. Contact me now.