Copywriting tip #16: The No Headline Headline
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.
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(Agency: Jung von Matt, Hamburg, Germany)
(Agency: DDB Sydney, Australia)
(Agency: Y&R Santiago)