Headline –  Reasons & Justifications: 5 of the Best Tips for Answering Scott’s Digital Questions Like A Pro

Since the audience for this article happens to be 1^st year students, the article begins with “reasons and justifications” because it is a statement that 1^st year students will be more than familiar with, and it will grab their attention. They will immediately recognize the phrase introduced and reiterated by Scott and know from the headline that the article contains information based on a class that is very involved, time consuming, and for some potentially hard to pass. By using language that your audience uses, they will be more likely to engage with the article.

Once again, an odd number in conjunction with a unique rationale is used as it allows the headline to clearly state what it promises to deliver in the content of the article. The odd number increases shares, engagement, and CTR so students will be more likely to read the article. This also includes a superlative (best) to indicate to the reader that there are multiple tips for answering questions like a pro, but the article contains only the best and most useful information that they need to successfully answer assignment questions in Digital.

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For this headline, I first took into article content and the target audience. The article content is about the St. Clair College Advertising program, which should be included as a keyword and content indicator in the headline. This allows the headline to remain clear and get right to the point, which is to promote the program to graduating high school students. Understanding the target audience is crucial in writing a headline that captures their attention and generates curiosity. In the case of this headline, the audience being high school graduates indicates that they would be more likely to respond to a headline that utilizes emotional triggers through gain and fear in order to increase CTR. Graduating students often feel as if they have to decide their entire future at the age of 18 and they often feel overwhelmed and desperate for guidance and answers on what steps to take next. Speaking from experience, I did not know what I wanted to do back in 2014 and chose quickly chose something just because I thought it could make me money in the long run – bad idea. In the headline, “September comes fast” creates a sense of urgency and makes students fearful that they either don’t know what program to choose or that they have not registered yet.

Students are also seeking information and knowledge, specifically from those with comprehensive experience in order to determine whether a program fits their personality, interests, and goals. When looking at headlines for college programs, they think “What will I gain if I click on this link?” Therefore, your headline should make a promise that clicking it and reading the content will deliver a specific gain. This is where the word “reasons” comes into play because not only will the content deliver reasons as to why the program may be right for them, they are backed by professionals in the industry. Providing solid evidence to support the claim allows you to get the best results with regards to shares and engagement because the content is considered to be more trustworthy and authentic. In this case, it is because it is based on personal experience and success stories that makes the content more accurate, relevant, and attractive.[1]

The headline also uses the flagging technique to directly speak to high school students who are weary about the upcoming school year as September is fast approaching. This increases engagement and captivates readers on a personal level. The inclusion of the image of successful students pointing directly at the camera aligns with the headline as they look as if they are pointing at the reader (you). Finally, the article includes a unique rationale and the number 7 to appeal to the reader and increase CTR. The usage of the word reasons lets the reader know that the content will provide them with answers as to why this program may be right for them and why they should apply. The odd number, 7, helps students digest and recall the info more easily and increases CTR by 20% and aligns with the content. It lets readers know that there are exactly 7 reasons within the content of the article, making them more likely to click through.

[1] https://www.leadsquared.com/industries/education/5-keys-to-marketing-your-college-to-high-school-students/

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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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Article: https://www.princanada.com/2023/03/08/ilana-glazer-helps-miller-lite-turn-bad-t-to-good-t/

Headlines are important to web content because they have the responsibility of generating enough curiosity to make the audience click and consume the content that they represent – they are the starting point for great content. The headline is like a preview to the content, so it must be interesting enough to catch the audience’s attention by providing information but withholding enough information to make them click. This can also be portrayed in a way that promises something to the reader if they click such as, “9 Tips for a Naturally Whiter Smile and Healthier Gums.”  

Headlines are a way for advertisers to uniquely summarize their content in a way that gets people to consume and share their content. This is important because often times, more people read the headline than the body copy and they will go ahead and share content without even ready the bulk of it. This becomes the difference between a reader clicking on your content or scrolling past it. So, a striking headline can be the answer to a larger audience, and lead to more readership for those who are actually interested in ready the body copy.

Recently, I came across a headline that read, “Ilana Glazer Helps Miller Lite Turn Bad $#!T To Good $#!T,” so I decided to click on it for more details. The main reason that I clicked on this was because I am a huge fan of comedian/producer/actor Ilana Glazer and her work on the sitcom, Broad City. The writer clearly knows who their audience is and wrote the headline based on interests because seeing Ilana’s name is what made me click. The headline includes major curiosity gaps that hint at something interesting because what also made me click was the turning “bad $#!t to good $#!t” because I was wondering what that could possibly mean, how on earth they were doing that, and why would a beer company need the help of a far-left comedian to make this happen. It poses the reader/target audience to have so many question for such an outlandish statement that they have to click and read the content to fully understand what the headline means. This headline generated curiosity without appearing as click bate because it avoids off putting, pandering phrases like “what happened next” or “you won’t believe how.” I genuinely wanted to know what they meant by “good shit” and “bad shit” and how a comedian was helping this happen.

The result was information on video ad starring Ilana Glazer as she explains the whole campaign. Miller Lite is buying back outdated, sexist advertising memorabilia (print ads) and turning them into fertilizer for growing hops to donate to female farmers in honour of International Women’s Month. She goes on to explain how women were the first recorded brewers in history and were paid homage by putting them in bikinis, saying that this is “disgusting.” I was so interested in the body copy that I went on to watch the video and visit Miller Lite’s website to read more about the campaign and its process.

Lastly, something that made me click was the language used because it was extreme enough to know that they’re turning bad shit into good shit, but it is also censored so it is careful not to offend anyone and it fits the context of the content appropriately while staying relevant. This is also an effective way speak like your audience to get the target audience to click on the headline because most consumers who like comedians and beer are no strangers to swearing.

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The headline is in fact representative of the article because it aligns with the content of the article and reflects the information that it provides to the reader.  The article first defines the “Type A personality” in order to provide more context and proceeds to list the 7 signs that the reader can use to self-identify themselves as this personality type. It also briefly expands upon each sign, outlines the differences between type A, B, C, and D personalities, and the benefits of being type A. Rather than leaving a type A reader feeling like a neurotic, stubborn individual, the article also explains how to thrive with as personality type.

The facts/information provided via the article’s content are also backed by psychologists, just as the headline claims. All information is sourced appropriately based on the professional who made the claim.

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Article: https://www.mindbodygreen.com/articles/type-a-personality

I was recently reading articles about mental health and personal growth on Mind Body Green when I saw an headline that was both curiosity generating, informative, and clearly aimed at answering the question: “Do I have a type A personality?” It also sparks interest for any reader who may be wondering what defines a Type A personality.

This headline resonated with me because it touches on a personal interest and it also utilizes a unique rationale, which we spoke about in class when discussing how to ensure our headlines are effective. A unique rationale uses words like tips, tricks, secrets, lessons, etc. in order to convey to the reader that they will gain relevant information from the content based on the headline. It also resonated with me by ensuring me that Mind Body Green is a reputable source for information on health and personal growth because the headline states that the content is backed by psychology experts, which indicates that the content is more likely to be helpful to readers. Providing solid evidence to support the content of the headline also makes it appear more accurate, relevant, and attractive to the reader. Headlines backed by science get the best results, so it makes sense why this would catch my attention. Any headline that claims to provide content and information about sociology and psychology should be backed by experts otherwise it will not resonate with the reader, and they will be far less likely to click it and read the body copy.

The headlines also uses an odd number which is more memorable, more decisive, and adds authenticity.[1] Odd numbers are also more trustworthy because they indicate that the content was developed based on the information available rather than subsidized with filler information to reach an even number.[2] Based on class discussions and my own research, this indicates that the content will be more valuable to the reader, which allows this headline to further resonate with me. The headline aligning with the content and the inclusion of the number enables the reader to know what to expect when it comes to the content, making them more likely to click on it and read the body copy.

[1] https://www.blogherald.com/blog-tips/odd-numbers-in-titles/

[2] https://bloggingguide.substack.com/p/5-brilliant-ways-to-energize-your#:~:text=Odd%20numbers%20are%20more%20trustworthy,your%20content%20appears%20more%20authentic.

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