How to Write Great Headlines (and Copy): Try Telling a Story.

My first "real" job out of school was writing catalog copy. At the time, the model for great copy was the J Peterman catalog (later made famous by Seinfeld). The Peterman catalog (called an owner's manual) was almost as much fun to read as a novel. And while I never wrote anything as entertaining as did Mr. Peterman and his copywriter, Don Staley, I did learn a few things.

 Number one on the list: even a boring product can come to life with a little romance. Like cologne. Or a shirt. (Click through and read the copy, it's worth it.)

Copy this engaging is all too rare.

So I was pleasantly surprised when I picked up the most recent REI catalog. Browsing through I noticed the writer didn't settle for product specs, part numbers, and sizes—the three components of most catalog copy. Instead, he (or she) tells stories that focus on the product benefits. (It's probably been like this for a while, but it took me a while to notice.)

Sometimes it's just a simple story in a headline, like this one for the Kelty Yellowstone Tent: Have lots of money left over for marshmallows. Or this one for a pair of zip-away pants: Pants or shorts? Eh, decide later. Okay, they're not high literature. It's not even J Peterman. But they are simple stories that share a great product benefit. And it made browsing the catalog not just more entertaining, but more engaging. I've added several items to my "stuff to get" list.

Compare REI's catalog description for a pair of biking shorts to similar shorts (different brand) featured in the Performance Bicycle catalog that came the same week.

New! Don't let the casual look fool you—these are serious shorts
On the surface, they're rugged, stretchy nylon/Lycra spandex shorts with a laid-back look. But look inside, a wicking mesh liner and gel chamois add serious comfort. Import.

Zoic Ether Short
Ripstop nylon shell and removable Assault liner with Zo-wick Chamois. Side adjustable elastic waist with Velcro tabs, two zippered hand and two cargo pockets. 11" inseam.

Big difference. Which would you rather read? Or buy?

It's too bad more writers don't understand the power of stories to create meaningful and memorable brand interactions. Want great headlines? Start with a story. Also goes well with body copy.

Comments

[Eamon]

Fairly random but connected news piece that you might find of interest:

Just been reading, recently, about Stride Gum and how they have been able to build a really interesting story out of its support of Matt's round the world dance viral http://www.stridegum.com/#/mattsplace/. Who would have thought that you could associate a product such as gum over such a story.

Interesting (and useful) blog

Eamon. Account Planner. http://www.spotlightideas.co.uk/?p=201

[Jim Bender]

Tell me about it. Maybe I don't read enough copy (doubtful). Or maybe I'm overly cynical (highly likely). But it seems to me that copywriting as a form of marketing advantage is dying. I blame it partly on "visual solutions," or the tendency in advertising to tell the story with imagery devoid of copy. I love a good visual solution, and I highly recommend that everyone reach for one, but if you don't have at least a line or two of strong copy with it, you've missed an opportunity to sell.