Are your headlines hooks or sinkers?

Posted by Heather Sloan on Tue, Apr 21, 2009

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 …

Headline #1:
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.

Headline #2:
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?

Headline #3:
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!

Topics: insurance headlines