This week’s e-newletter explores the age-old question of what makes an effective headline. So, for this week’s blog, I thought it would be a fun to look at a few insurance headlines. So I reached into my magazine basket and pulled out an old issue of “Risk & Insurance.” Without naming names, let’s evaluate a few …
THE STRENGTH AND PRODUCT DIVERSITY TO DELIVER INTELLIGENT SOLUTIONS
Grade: C This headline touts an “intelligent solution” feature – but it isn’t pushing any emotional buttons, stopping the reader in her tracks or compelling her to read further. What’s in it for the reader? The problem and the end-benefit are missing in action. I don’t believe most people are shopping for an “intelligent solution” – they’re looking for ways to save money or make money. Will this intelligent solution do the job? It’s hard to say.
WE BELIEVE STRAIGHT TALK CAN LEAD TO STEADY BOTTOM LINES
Grade: B+ This headline makes interesting promise and it gets to the end benefit for the reader (steady bottom lines.) How much stronger would this headline be if it was written as a question without the word “we?” DO YOU BELIEVE THAT STEADY BOTTOM LINES START WITH STRAIGHT TALK?
EVOLUTION IN THE FAST LANE –
IS YOUR PRESENT UNDERWRITER STUCK IN LOW GEAR?
Grade: A What you can’t see is that this headline is presented under an image of a turle with rocket on its back so there’s a strong curiosity factor. Beyond curiosity, this ad speaks to a specific relatable problem, in a question format. Nice!
What do you all think? Send me a few headlines and we’ll evaluate them together!