Great Headline
Copywriting Tip from Spinal Tap
Sometimes great advice comes from the oddest
places. In the October 2000 edition of Playboy ( I only read it for the articles, really)
there is an interview of "Spinal Tap" . They are a ficticious band that was
created to make a movie called "This is Spinal Tap". The movie is a satire of
rock and roll movies and is very funny.
Well one of the "quotes" from the article contains some hilarious commentary on
headlines. After laughing out loud, I paused and gave it some thought. There is some great
info here. What they said is absolutely true.
Here it is
"People are not interested in things that go well," said guitarist Nigel Tufnel.
"They don't want to see headlines that say "Baby Chipmunk Found On Highway,
Unharmed, Warm and Fluffy". but if you say "Overweight Man Gets Head Stuck In
Toilet, Sweating and Smelling Bad", well they'll run down and buy that one."
Folks, for better or for worse that is correct.
Don't believe me? Consider this.
A few months back during the US Census there was a story that made national newspapers,
radio shows, national TV news, and local news broadcasts all around the US. You may
remember it.
The story was about how a census worker had inadvertantly slipped into a septic tank while
going to an appointment. She was stuck in it up to her head for hours before they could
release her from her unfortunate situation.
That is a perfect example of exactly what "Spinal Tap" said. Here was a very
disgusting story. Why did it receive national coverage? Because the newscasters knew that
it would immediately grab folks attention and they would want to hear about it.
Which is exactly what we marketers wish all our headlines would do. Grab folks attention
so they read the rest of the story.
There is something quite powerful here. Think about it.
Ed Osworth
The Success Professor
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Disclaimer: The above quote from Spinal Tap is Copyright Playboy Magazine
