5. Now you are going to apply what you have learned in class. As per the class discussion, please provide me with three different headlines for the story (article in Question #4) and outline your reasoning(s) and explanation for each. Please ensure you base your answer on the different elements of headlines we spoke about in class. Please go into detail for each. (12 Marks)
Headline 1: “Here’s How You Can Help Miller Lite Turn Old Ads into 330,000 Beers”
This headline starts by utilizing the basic “flagging technique” of including the word “you.” This communicative method addresses the user as “you” in order to achieve a high level of engagement because this connects and captivates readers on a personal level. This also focuses on the content of the article that pertains to the consumer’s role in the campaign, which makes them feel like they are a valued asset to Miller Lite’s efforts. Participants are encouraged to visit Miller Lite’s website so they can send them “$#!t,” so this headline puts the reader front and center while still aligning with the content.
The headline also includes the number of beers that the campaign aims to produce. As we discussed in class, readers are more likely to click on a headline that includes numbers than one that only includes words. Numbers express certainty and suggest that the article is of substance and contains factual content. Readers also prefer to see numbers in stats when they seem difficult to believe. This makes them more likely to click on the headline and read the boy copy in order to better quantify the large number included in the headline.
The headline also evokes a sense of curiosity in the reader by making the unbelievable a reality as it claims old ads can be turned into hundreds of thousands of beers. This causes the reader to further question how this is possible and what process must be undertaken in order to make this happen and in what possible way they would be able to help the company. This also shows that headline aligns with the content because the article explains the whole process of the campaign and how consumers can help Miller Lite with its Women’s Month initiatives.
Headline 2: 3 Ways that Miller Lite is Creating Good $#!T for Women’s History Month
Since the article content contains a bulleted list, this headline begins with “3 ways…” Again, as we discussed in class, headlines with numbers are more likely to be read by consumers and leads to a higher CTR because they are also more likely to want to read the body copy. Odd numbers perform better than even numbers because they appear to be more authentic to readers and they express certainty. People seeking answers naturally gravitate toward headlines that include numbers (36%), which is why it is one of the top ways to write a headline.
A main reason for a reader clicking through on this headline would be to gain insight as to how Miller Lite is making “new shit” for Women’s History Month and what that $#!T is . The headline uses clarity in conjunction with the number of ways, a unique rationale, to signify to the reader that if they click, it will provide the answer in a brief list of three ways. The content includes 3 ways that Miller Lite is turning objectifying ads into “good $#!T” by: collecting sexist ads, donating over five times what they spend on buyback ads to support women brewers, and encouraging their audience to send them bad $#!T. Therefore, the headline clearly states to the reader how much content the article includes and how it is organized (in a bulleted list format).
Finally, this article uses keywords that align with the content and would be higher in search trends during the months of the campaign. Since it occurs during Women’s History Month, this keyword is used in the headline because it will capture the reader’s attention and generate curiosity about what a beer company would be doing for this Women’s History. According to Google Trends, there is increased interest in this keyword around Women’s History’s designated month of celebration. Since people are interest in this keyword, it is beneficial to include in this headline.
Headline 3: Miller Lite Delivers the Perfect Campaign to Support Women Brewers in 2023
This headline aligns with the content as it illustrates to the reader that the headline is about Miller Lite’s Campaign as well as its purpose: to help women brewers. It generates curiosity by using the superlative “perfect” when referring to the campaigns’ initiative and purpose of helping women in the industry. Using a superlative often gets the best results because an adverb or adjective that is greater than any other possible degree of the given descriptor invokes a positive sentiment as an emotional trigger.
Including the year 2023 allows the headline to contain a specific number that lets the reader know that the content is relevant and newsworthy. Being that this is an article/content that is time sensitive because it discusses a campaign that takes place around Women’s History Month, including a number is crucial to generate more social media shares and engagement. Including this information also states the obvious as to what the reader is to expect from the article based on the headline – details as to why Miller Lite has come up with the perfect campaign and how it helps women brewers. The fact that the headline gets straight to the point and states the obvious also allows it to utilize common words and adjectives that people can relate to.
Finally, ads without a brand name are considered to be a “waste of money” as your brand should be front and center, when applicable, where readers can see it.[1] Including the brand name in the headline increases ultimate brand recall and further aligns with the article’s content.
[1] https://tcbassociates.com/how-to-put-your-brand-name-in-the-headline/#:~:text=Always%20put%20the%20brand%20name,are%20a%20waste%20of%20money.
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