Copywriting Tip #8: A basic headline technique called The Mullet or The Smile

Copywriting Tip #8: A basic headline technique called The Mullet or The Smile

Last week I wrote about the importance of specificity in your writing. This week, I’m sharing a headline technique I call, The Mullet.

Get your straighter, business message up front, then party in the back with your creative repartee:

  • Everything must go! (business in the front) Except Agnus in accounting. She stays. (party in the back)

I’ve also heard this technique called, The Smile. Get your straighter, harder working business message up front and then add a little smile:

  • Free download today. Tomorrow, not so much.
  • Free for the next 24 hours. $3.99 every hour after.
  • Free download today. Now you can splurge on that donut.

This technique may not lead to the greatest headlines ever written but it’s a way to add personality to lines that could have otherwise been straight and boring.

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(Business in the front, party in the back by Wieden + Kennedy UK)

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(I worked on this for TBWA/Vancouver. Back when there was a TBWA/Vancouver. R.I.P.)

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(This headline was for a tiny little studio I accidentally co-founded called Pearly & White)

This headline structure is particularly useful in 3 instances:

  1. When a sale, offer, or message is so compelling it has to lead.
  2. When you have very little time to turn something around.
  3. When I'm working with a conservative client (give them what they want in the first half of the line and they’ll feel heard and may throw you a bone in the back half of the line).

That’s it for this week. Next week's tip is, um, I'm not sure yet. But thanks for reading this one.

Please like this, follow me or add me. Because I’m deeply insecure.

Please like this, follow me, or add me. Please?

Please like this, follow me, or add me. Or dislike this, unfollow me, and block me.

Until soon!

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