Something to Chew On?

Something to Chew On?

Dear Reader,

Over the next few weeks, I intend to bring to light certain topics that will be of as much of an interest to you, I hope, as it has been to me. I hope this story, with your inputs, will give you the answers that you have sought to find through this blog. Without your help, I could not have come this far neither will I be able to go much further. I thank you while continuing to seek your continued patronage. Should you want me to write on any other pressing area that I have not touched I would be delighted to be of some help. Do feel free to email me and I will get back to you as soon as possible.

You could find me at: rajni.shriram@gmail.com

I look forward to have an engaging time with you.

Best,

Rajani

My first salvo:

If it’s not in the head, it’s not in his mind

Headlines – Part 1

By which I mean to say, if the eyes of the reader is not on your headline, the chances are that he has not registered the product and that you have lost him forever. Such is the power of a headline.

But first things first. 

If you have to explain the headline, as I just did mine, the headline is a bad one. A headline can make you pause to think, or leave it to the imagination of the reader to visualize it, but having to explain it? A complete no, no.

Whenever you think up something profound to say, ask yourself this:

Is my line self-explanatory enough or do I have to explain myself by way of a body copy, in which case it would be such a waste of your energy, not to speak of the client’s money. And do you really think the consumer is looking for explanations? He needs an answer to his problems, fast. If you have it, go right ahead and tell him or else let him find another. And by the way, if the consumer reading what I thought was a cool line didn’t understand it, it would mean I just lost a customer because I wanted to be clever.

The lesson to be learnt here is you are not writing lines for the appreciation of the ad fraternity. You are writing for the average Joe or Janani who in all probability may have an IQ of a 15 year-old. You should therefore write to sell to the consumer rather than the Cannes jury, every time, all the time.

How did you like this post? Do you agree? Don’t forget to write your comments at the end of the post. And remember, your opinion enlivens this blog. So feel free to comment. There is no good or bad comment, only interesting comments and what you think, dear reader, is of interest to me. So go ahead and send me a thundering volley and let me see if I can answer it with a resounding one of my own!

Until then, adieus!

Comments @: rajni.shriram@gmail.com

Questions to: r_shriram@yahoo.com