What Can Be Learned from the Tabloids?

Why do I love a good tabloid headline? Ahhhh. Let me count the sleazy, tawdry ways. First of all: they rarely fail to get my attention. In fact, I can still remember this one while living and working in Washington, DC during the Bill Clinton cigar, beret-wearing scandal:

Picture: Bill Clinton and Monica Lewinsky 

Headline: The Big Old Pervert Told Me To Lie!

When it comes to marketing, make no mistake: Headlines are the most important part of your ad--whether it’s email marketing, a banner ad or, a print piece. During my days as a tabloid writer, we had writers who focused solely with coming up with eye-popping, head-spinning headlines. Why? Good headlines sell papers. And in marketing, good headlines make your reader want to keep reading. When you grab a Sunday New York Times, do you read every article? I doubt it. So how do you choose what articles to read? You skim the paper and see what headlines spark your interest.

For example, what article would you read? 

Man Purchases Soft Drink

Woman Buys Shoes Even Though Not On Sale

100-Year Old Monkey Reveals Secrets of Longevity

Why did you choose the last one? Because we love excitement, intrigue, desirable benefits. No one likes boring. Tabloids know this. And marketers should know this too. So what makes a headline interesting? Some things to keep in mind:

Benefits--what’s in it for me?

Details--numbers, dates, the more specific, the more credibility your headline will have

Drama--there’s a reason so many people get hooked on soap operas. People love the drama.

Tease--people are curious by nature and a good tease will trigger that in just about anyone

Want to know the health secrets of the 100-year old monkey? If memory serves me correctly, it involved cigarettes, drinking and strip clubs.