Headlines - Part 3

“How many times must a man tell the truth, before you can call him a salesman?”

Headlines – Part 3

If you haven’t guessed that already, those aren’t the words, and even if they were, they would certainly not be mine.

So, I’m repeating the point on truth. So what? It merits an emphasis, right? Truth be told, I couldn’t help making the point with another classic as an example, hence the repetition. Sorry, guys.

Here we go...

Which brings us to the third point: the argument - if you can call it that - must be convincing. The reader should nod her head in affirmation as she reads it. If there is some truth in what you are saying, the consumer who is thinking of buying a similar product would give your brand, especially, some thought, because your statement had some truth in it.

If not an emotional hook, your headlines must have some truth in it.

 That would set him/her thinking and you might just get lucky.

Take for example the De Beers slogan: 

“A Diamond is forever”

Just think. Would we women ever share our diamonds or even think of selling or exchanging it? Isn’t it for keeps? So, isn’t it the truth?  In part, at least? Love isn’t forever and we know it. But don’t we want it to be, without exception? So, it makes us a promise that it is, and we are struck by the emotional selling point that love and diamonds are forever, or at least should be... to a lucky few. So by that logic, I, the consumer, am led to believe that if my beau gifts me a De Beers diamond, our love is for keeps. Wow! To my mind, this slogan lives on even to this day.

What is the lesson you take away from this post?

Tell the consumer the truth, even if it is partial, and allow him/her to make an educated decision whether to buy or not.