Copywriting tip #16: The No Headline Headline

Copywriting tip #16: The No Headline Headline

Dan Nelken Dan Nelken

Dan Nelken

Your inner critic is a ding-dong.

发布日期: 2020年4月1日
+ 关注

Part of the craft of writing is knowing when not to write. Edit. Edit. Edit. Sometimes until nothing's left.

Advertising has been trending more and more visual for over 3 decades so if you want to make it as an advertising copywriter you also have to learn to think visually. You're a creative first and writer second, so don’t limit your contribution to just words. Grab a pen and sketchbook and draw once in a while. 

But just like the best headline campaigns, the best visual campaigns also start with one key idea or insight.

In the adxamples below, these campaigns could have just as easily come from a writer’s mind. And maybe some of them did.

Follow or add me for a new tip on copywriting or creativity every week. Thanks for reading. You're the best.

No alt text provided for this image

(Agency: Jung von Matt, Hamburg, Germany)

No alt text provided for this image

(Agency: DDB Sydney, Australia)

No alt text provided for this image

(Agency: Y&R Santiago)

要查看或添加评论，请登录

Dan Nelken的更多文章

  • Tip #33: Use a product feature to create your ad.
    2020年9月29日

    Tip #33: Use a product feature to create your ad.

    Is there anything about the product that could inspire how you write or create the ad? What does it help with? Does it…

    9 条评论
  • Tip #32: Ask "Where?" instead of "What?"
    2020年9月23日

    Tip #32: Ask "Where?" instead of "What?"

    Instead of focusing only on what your headline could be, try thinking where it could be. Where’s the most perfect or…

    41 条评论
  • Tip #31: Less is more. And also, more is more.
    2020年9月4日

    Tip #31: Less is more. And also, more is more.

    This is a reminder to stretch your writing chops in both ways. Deliberately try and write headlines as short as…

    45 条评论
  • Tip #30: Screw brainstorming. Try question-storming.
    2020年8月25日

    Tip #30: Screw brainstorming. Try question-storming.

    Two weeks ago, I wrote about how I feel about brainstorming. This week I’m going to talk about brainstorming’s…

    46 条评论
  • Why creatives hate brainstorming. Or is it just me?
    2020年8月12日

    Why creatives hate brainstorming. Or is it just me?

    I don’t know about you but as soon as I see a calendar invite for a brainstorming session my brain’s automatic response…

    62 条评论
  • Tip #29: Create stuff just for you.
    2020年7月30日

    Tip #29: Create stuff just for you.

    Most of our creative energy (and the money it generates) goes toward building someone else’s agency and someone else's…

    20 条评论
  • Tip #28: What do you mean, "work on my craft?"
    2020年7月23日

    Tip #28: What do you mean, "work on my craft?"

    "It's important to work on your craft?" You hear this a lot in the advertising world. It's often said about art…

    15 条评论
  • Tip #27: How to write headlines under pressure
    2020年7月14日

    Tip #27: How to write headlines under pressure

    Has anyone ever asked you for a headline expecting it to pop out of your brain like you have some sort of copywriting…

    50 条评论
  • Tip #26: Sit. Good brain.
    2020年7月2日

    Tip #26: Sit. Good brain.

    Instead of forcing your brain to stay up late night after night, depriving it of sleep until it spits out ideas like…

    35 条评论
  • Tip #25: Breaking Good.
    2020年6月10日

    Tip #25: Breaking Good.

    When you start your career as a junior, it’s easier to get work done at work. You don’t get invited to many meetings…

    26 条评论

社区洞察

其他会员也浏览了