A Simple Solution to a Complex Problem
If not handled carefully, writing a headline can be a complex problem. Why is it that we spend so much of our time in creating a perfect copy, but spend just a moment or two for writing out the headline?
Research has proven that a consumer may not even look at the body copy. They spend a few seconds in skimming the headline and then move on to the next page. Doesn't the headline then merit more attention? If the headline doesn't hook the reader, you can bet your right arm, the carefully crafted body copy won't either.
Just a few days back, the British Council, India, ran a caption contest. The picture showed two British women looking pretty in Indian ensembles.
My caption read as follows:
When Differences are Negative, the Results are Often Positive
I juxtaposed two opposites to subtly put across my interpretation of the picture.
Sorrow dissipates when you make others happy. I trust I have made you happy.
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