The Hotel Crillon in Paris is in a palace built for Louis XIV. He never got a chance to move into it, but, hey, he built it. What's the tag line? (This one's almost a no-brainer!)
Strong headlines are critical in Advertising. But successful marketing communication takes more
than a headline or turn of phrase. My broad perspective and capabilities will help us find
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For next time:
You're selling low-calorie dog food and dogs can't tell it from the regular stuff.
Cute headlines like "How to avoid the dog pound" are off-target. Research has shown
that many people won't admit that their pet is overweight and turn away.
(You've got something aimed at these people, involving their veterinarians,
but this task isn't it.) Other pet owners don't know how to recognize a weight
problem. You've tested educational approaches, but knowledgeable or not, owners just
don't like to disappoint their pets. This is an emotional area.
The headline needs to get to the emotional core of the problem.
