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The concept is more important than the line. Get that down and you’re golden.
Rising Star
Write more. Look at work from the 2000s and earlier, back when agencies used to try.
Rising Star
Look at the good ol’ times writers work. Neil French, David Abbott, etc. Also buy “the copy book”. I consider it a Bible.
This
Study the ones you like and practice
Looking at Archive, CA, blah blah, all the best in class OOH writing.
Non ad stuff too. Lotta people don’t read for fun anymore. You’ll have an edge just by reading great novels and non-fiction.
Simple, less than 7 words
A good place to start is find a few words that play off different RTBs or key words in the brief, then look up idioms using those words and then write fun headlines that play off those idioms. Usually a fine line between being clever and cheesy lol.
Chief
Yeah, this is a pretty well tried formula. Not the only one, but it will yield some results.
Write a line and then swoosh the piece of paper past your face at 80 mph. Did it make sense? Make you smile?
https://grantsanders-63085.medium.com/how-to-write-a-better-headline-than-this-one-e2a2fa9bab90
Know what you want to say exactly. Then ruthlessly pare that down.
You can reverse engineer them by making a list of the most successful ones and ask AI to find the formulas they used, and then coming up with your own.
They’ll most likely have 2-4 categories and then it’s a easier to replicate
They’re not entirely wrong though. When I started using a calculator I forgot how to do long division. When I relied on google maps I know longer was able to navigate in my own city I used to know like the back of my hand. If you need to rely on AI how to breakdown the mechanics of good ads, you’ll lose the ability to do it yourself.
Find a cheap ghost writer ✋
learn anything on persuasive writing over the last 30 years. Learn the Lift principles for e-commerce. you'll be pro in no time.
Pro
Short, short, short. One idea.
Think about every headline as an idea, not a headline only. Then deliver it in the most concise way possible.
Just do it.
Less is more with outdoor!