Headline! Headline! Read all about it!

Issue #13

While thinking about this week's newsletter, I happened upon an advert in the FT Weekend Magazine. Not an unsurprising scenario for me. But what was unusual was that rather than glancing at and flicking through the (ungodly number) of ad campaigns in an attempt to reach editorial, I stopped. On the first page.

The reason? A double spread taken out by Porsche.

Now, for a bit of context, I don’t really care about cars. I also know nearly nothing about cars. However, the copy and its visual context were intriguing. The German vehicle manufacturer was gleefully exclaiming that “For over 75 years [they’ve] done everything wrong.”

This made my ears prick up, or more literally, my eyes focus in. What followed was a matter-of-fact list of all the major rules they’ve broken;

“They said an engine belongs in the front.

We put it in the rear.

They said ignition’s on the right.

We installed it on the left.

They said a real Porsche has two doors.

We built four-door models. And made them faster than most two-door ones.”

And so on.

At this point, I hadn’t even zoomed out to take in the surroundings. White sans-serif text against an out-of-focus, dimly lit rear end. Even for a car novice like me, it’s clearly a 911. This approach exudes bravery, confidence, playfulness and simplicity. They know everyone knows what a Porsche looks like. They know what makes them an attractive purchase. They don’t need to put a freshly-polished model majestically weaving its way along a picturesque mountain road. Thanks to the thoughtfully conceived copy, we’re already thinking about doing that drive ourselves.

Whether on screen or in print, images may well grab our attention, but the right words keep it.

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The First Act

Making the right impression

The opening moments of any advert do the real heavy lifting. Before anyone has time to think, they’ve already decided whether to stay with you or move on — so your first act needs to feel clear, confident and genuinely worth their attention.

Headlines That Pull People In

A good headline or catch phrase should be simple, direct and inviting. Let people know straight away what’s in it for them. A touch of curiosity is great, but don’t hide the point. If someone has to work out what you mean, they’ll usually give up.

Lean on:

• Plain, strong wording 

• A clear benefit or relatable idea 

• Specific details that make you believable 

Avoid:

• Tired phrases you’ve seen a hundred times 

• Industry jargon 

• Being cryptic for the sake of sounding clever 

Opening Lines With Purpose

Your first line should feel like a gentle tug forward. A question your reader has probably asked themselves, a small frustration they’ll recognise, or a quick scene they can picture—all of these help people settle in and feel understood. When something feels familiar, we’re naturally more open to hearing the rest.

Taglines That Stay With You

A good tagline isn’t about explaining everything you do; it’s about capturing how you want people to feel about choosing you. Calm, confident, reassured—whatever suits your brand. Keep it short and let it build recognition over time.

A Bit of Customer Psychology

People connect most easily with messages that put them at the centre. Show that you understand where they are now and where they’d like to be. A small sense of “If I don’t act, I might miss out” can be motivating, as can gentle hints that others already trust you.

Above all, respect attention. Be clear, be human, and offer something that genuinely helps. When your first act feels natural and honest, the rest of your message has a far better chance of landing.

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Let’s Connect

We’re now fully booked until the New Year. To discuss any future projects, we can arrange discussion calls from January onwards. So, in the meantime, feel free to gather your thoughts and send proposals or potential projects our way. We look forward to working with you soon.

For those with on-going work or already scheduled contracts, you can get in touch with us via the usual channels.

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Until next time,

Daniel

Brand Consultant | Content Editor | Digital Developer

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