(1) The first image that visitors are presented with when visiting the St. Clair website is a large group of students on a staircase/walkway accompanied by text that tells users to “start HERE.” While the image may capture the atmosphere of the college campus, it is not captivating or attention grabbing because in terms of content, it is generic. Website images, particularly on the home page, are a chance for a company to illustrate their advocacy for “diversity, inclusion and equality.”[1] While the hero image includes a large group of students, many of which might be of different race or ethnicity, it is out of focus and does not directly promote this advocacy. This is important, specifically for the hero image, because you only have up to 8 seconds to capture the attention of the reader. If they do not believe that the content directly relates to them or fulfils their purpose, they will continue searching.

Visuals, especially in organizations like schools, are important in avoiding symbolic annihilation. This is the concept that “if you don’t see people like you in the media you consume, you must somehow be unimportant.”[1] Therefore, St. Clair college’s website requires more images that capture student experience while portraying students of different race, ethnicity, culture, etc. Rather than using an image that makes students feel like just another face in the crowd, they should use a more captivating image that shows students what their experience could be like at St. Clair so they can envision themselves having a positive experience in college. The visual like the following image should be used instead to accurately capture St. Clair’s inclusivity and potential for students of different backgrounds to learn and have fun together. This image in particular is beneficial because it is student generated and shows that St. Clair wants their students to be part of the narrative. Prospective students also prefer images that do not look staged.

(2) St. Clair should also implement infographics throughout their website to better explain processes to prospective students. Choosing a program and going through the application process is confusing enough on top of navigating a website with a sea of information. One of the top 5 components that prospective students are looking for in a college website is the effective presentation of content.[1] If you consider the admissions page for the ADV program, readers are presented with a generic stock visual for the hero image followed by a full page of subheadings and copy.

Infographics can increase traffic by 12% because consumers tend to focus on “information carrying images” more than they read the page’s text.[1] Infographics are also 30x more likely to be read in their entirety than plain blog posts or news articles. For example, if prospective students do not continue to read and scroll down the ADV page, they would not know that our program has a 90% employment rate! Therefore, St. Clair should include an infographic on  each program page that shows the benefits of the program and the results that students can expect when they graduate from the program.

The following infographic includes stats and other information that is organized in a visually appealing way. The use of visual aids in this case is beneficial because it makes content up to 43% more persuasive, which makes students more likely to choose St. Clair.

(3) Finally, the St. Clair website should implement documentary style videos that expand on the student life of each individual program. These videos would offer a look into the life of a student within that program and include student testimonials so that prospective students can have a better understanding of what to expect in their desired program. Alternatively, each program page could be connected to a corresponding social media page that shows this content in the form of Instagram reels or TikTok videos. Currently, the only visual content depicting student life is a video that encompasses all campuses in less than two minutes. For the downtown campus, it only mentions the MediaPlex, the school of business, and the Chrysler Theatre (which has nothing to do with most programs).

Video is the preferred visual content option for users as they spend 2.6x more time on pages with video than without.[1] In addition to making your content more engaging, videos used in marketing see a 27% higher CTR and 34% higher web conversion rate.[2] This content adjustment will result in more engagement from prospective students and potentially increase enrolment.

[1] https://empathunited.com/the-importance-of-homepage-image-diversity/#:~:text=These%20images%20are%20particularly%20significant,allegiances%2C%20customer%20base%20and%20more.

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Tired of Furniture Assembly Frustration? Book a Call with Furnisure!

We’ve all been here before. You’re excited to bring home a great addition to your space only to find yourself ready to pack it back up and return it, hours into the frustrating assembly process. Simply adding furniture to your space should never have to be this hard!

The most common problems with assembly and mass-produced materials include:

• Required tools are either cheaply made (if included) or not owned by the consumer.
• Pieces that are missing, broken, or misaligned.
• Parts that are difficult to tell apart.

So, skip the hassle, book a call with Furnisure, and we’ll do the heavy lifting – literally! Put down your neighbour’s drill and book a call where you’ll meet with one of our designers in person or virtually. We look forward to working with you!

A. Why did you choose the specific image(s)? (3 marks)

Effectively tells a story – I chose these images because they relate to the copy within the article, but they make the content more effective in telling a story. The article explains why custom furniture saves time and eliminates the stress of adding furniture to your home. It outlines the common problems with assembling your own flat pack furniture, which anyone who has experienced can relate to. The first image shows the consumer at the beginning of the process in a state of confusion and frustration when trying to build furniture from a store. The second/concluding image shows the consumer on a virtual call with furniture after deciding to return the flat pack furniture and have a custom piece made.

Triggers emotion to make the content more relatable – First and foremost, the images trigger the emotion of logic and gain because it immediately shows that the depicted consumer starts out flustered and ends out satisfied. This shows that choosing to buy from Furnisure over big box stores is an easier, stress free process that offers the reader a more positive outcome – a product that they will actually be satisfied with. It also triggers an emotional response of anger/confusion in terms of relatability to show that Furnisure understands that consumers are not alone in how they feel when trying to assemble something that makes them angry or feel as if they were not delivered the value that they initially thought they would. The second image shows satisfaction/relief once the consumer decides to ditch the particle board mess and call Furnisure for custom services.

Easier to remember/recall – the images also immediately illustrate the value that Furnisure provides with their custom furniture services. Seeing the man in the images go from anger/confusion in the first image to satisfaction/relief in the second image allows the reader to easily remember the feeling that Furnisure can provide. Humans tend to “remember the pairing of emotions and visuals in vivid detail” and these images allow the reader to imagine themselves in this situation. This makes the content more memorable so the reader will easily remember the business next time they think of furniture shopping or assembly.

B. Explain in detail why the image(s) was beneficial for the post. (3 marks)

The images are beneficial to the post because they illustrate a situation in which the consumer goes from a negative emotion to a positive emotion. This shows that consumer satisfaction is at the forefront of the brand’s proposed value. It allows the reader to immediately understand that Furnisure offers a service that solves a problem. The reader has found this article because they are looking for a solution to their problem: dealing with mass-produced furniture that is of low quality and frustrating to build. Since visuals transmit messages faster than text alone, the chosen images in the article efficiently tell the reader that this content can help them solve their problem/fulfil their purpose. Since this the purpose of this post is to promote Furnisure as a stress-free alternative to purchasing flat pack furniture, the images are beneficial to get this message across immediately as to grab the readers attention and get them to book a call. The images enhance the content, which may not otherwise be considered engaging, and consumers would not bother to read the information if it was presented as text alone. The images are beneficial because it allows them to recreate this experience in their mind and often times, the experience ends at the first image. The reader would relate to building cheap, complicated furniture and either look back at the product providing a less-than satisfactory result or having returned it to the store. The second image shows the reader what they could experience if they choose to buy from Furnisure. The story telling is important because it presents the consumer with an opportunity to feel the same way as the man in the second image as they recreate this experience in their mind. It allows consumers to envision themselves in the same situation, making them more likely to take action.

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Visuals are crucial to web content because they are easier to understand and remember than text alone, which can lead to higher engagement. Standing out to the reader is one factor, but being able to remember the content is an important element in the content’s ability to resonate with the audience. Incorporating visuals allows the content to be more easily absorbed, which means that your audience is more likely to complete the desired action based on the purpose of the content. For example, if an article explains the process of a caterpillar turning into a monarch butterfly, it will be much more difficult to remember than an infographic that explains the information using visuals. If the purpose is to get people more engaged with a foundation that protects endangered monarch butterflies and make a donation, this would be a more effective approach. Infographics alone can increase web traffic by up to 12%. This visual method can also be compared to the usage of flashcards with images on them rather than words to get students to remember a specific term or topic.

VS

Visual aids can improve learning by 400% and be processed 60,000 times faster than text on its own. Since people are able to retain images much better than words, it is important to use high-quality images that tell a story and further support your content. This is important particularly for the web because if your content is hard to understand, disorganized, or uninteresting, readers will quickly move on to something else due to their average 2.8-8 second attention span. This will impact your user experience, engagement levels, bounce rate, and ultimately your SEO success. Since users spend 100% more time on web pages with visual elements, it is important to deliver them content that easy to understand and retain to keep your brand in the mind of the consumer.

Visuals do a much better job at triggering emotion in readers, which leads to 2x more impact than content that tries to sell something based on functional value alone. This helps increase conversion rates and revenue by getting consumers to buy from your brand based on a decision driven by emotions. For example, images and videos can effectively be used to instill a sense of urgency in the reader to make them act immediately, giving them less time to consider the factors involved in making a purchase. In class, we discussed the emotional trigger used with the pictures and videos of sad, beaten animals to get people to donate to the ASPCA to make people emotional and feel bad for the animals. This campaign was actually the most successful in the history of the ASPCA because it raised $30 million in the first two years of its release in 2007.[1] It is incredibly effective, and this can be applied to web content! Putting videos like these on a webpage can increase conversions by 86%.

[1] https://www.redbookmag.com/life/pets/news/a41805/sarah-mclachlan-aspca-commercial/

Using images and CTAs with warm colours such as yellow, orange, and red instill a sense of urgency.[1] 69% of millennials experience FOMO when they cannot attend a popular event[2] so you could combine the emotional trigger of fear and urgency to sell tickets to your event. If you were working on a campaign for Shania Twain’s world tour and you wanted to increase ticket sales, you could include an image of people having fun at a concert and include a warm coloured backdrop or lighting with text that says, “Hurry! There’s only a few VIP seats left for <selected-location>” This is far more likely to get users to click. Using an image like this can also allow the reader to visualize themselves at the event and imagine the feeling you get when you’re having a good time at a concert because they can easily recreate the experience in their mind. This will also influence them to make a purchase.

Images are also important because they are better at telling a story and they transmit the message faster than text alone. Although an image may not tell the entire story, it elevates it by enhancing the overall content and transmits the message much faster. This enables the reader to quickly understand the content since visuals are the first element that they will notice. As advertisers, we have a matter of seconds to capture the attention of a consumer, so it is important to use relevant, high-quality images that enhance the message of the content. This allows the reader to immediately decide whether or not your content is what they are searching for and if will help them fulfil their purpose.

For example, your business may be a family style campsite that offers activities and events that the whole family can enjoy. The user is browsing the web for a family-focused campsite that offers this experience. Before the user even reads this headline or body copy, they would first notice and process this image:

They would immediately see an image of a family having a great time together at a campsite with a tent in view. Everyone in the family is smiling and spending time together through the activity that they are participating in. This will grab the reader’s attention and get them to continue to read your content since they are able to get a sense of this visual scene in just 1/10 of a second. This is far more effective than describing the scene or the experience that the reader will have with their family if they choose this camping destination.

[1] https://www.searchenginejournal.com/create-urgency-conversions-sales/249643/#close

[2] https://www.marq.com/blog/subtle-art-using-emotion-visual-content

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First and foremost, I actually had to apply the F-Pattern to my post because I mistakenly did not include it in the previous assignment, resulting in a major word wall. Even if I spaced out the large amount of text from the initial post, it would have led to a ridiculously long web page which again, no reader would want to read.  By applying the F-Pattern I finally added a headline, subheadings, a summary, bulleted list, and visuals (images and infographic). The infographic illustrated the process of building custom furniture for clients. The summary introduced the company (Who, what, why), the subheadings separated content for visual appeal and ease of reading, and the bulleted list explains what customers can expect on their end during this process.

In addition to incorporating the F-Pattern, I had to rewrite the information to create content that is written in plain language. In class we discussed that although the F-Pattern helps readers scan pages and move fluidly throughout the text, it must be combined with plain language so that readers can find the content they need, understand it, and use it to fulfil their purpose. I began by breaking up lengthy sentences, using more common words, and eliminating unnecessary information. In class we spoke about how people scan content to find what they are looking for, and I did not realize how short the average attention span is and the fact that it has recently decreased year over year. This is why it is so important to use plain language WITH the F-pattern.

Examples

“Are you worried about adhering to a specific style or the overall cohesion of your space?”

Sounds much better as:

“Furnisure combines craftsmanship with design to give clients exactly what they’re looking for.”

Similarly, the 5-step process can be scanned more easily when it is presented as this:

Than this:

“Furnisure connects you with an experienced interior designer for a full consultation in order to fully establish the desired outcome of your project. After this, the designer consults all

necessary departments required, such as carpentry or textile, drafts a concept and delivers it back to you. Once you approve the concept after any necessary revisions, the designer submits the final draft to our team of skilled craftsmen. All you have to do is wait for a completion notification and your new masterpiece will be on its way to you through our free delivery service.”

When explaining a process, instructions, etc. 82% of people prefer plain language so they can thoroughly understand the process that is included in the content. Therefore, clear, and concise information using common words helps the reader to better understand it. Adding an infographic/visual further helps and boosts recall because the most easily consumed content is visual.  Infographics are an important visual element because they can increase web traffic by 12% and they are 30 times more likely to be read in full than blog posts or news articles.[1] Furthermore, they can increase sales by up to 80% as they are understood better than written instructions or steps.[2] This is crucial in meeting Furnisure’s goal to increase sales and develop relationships with clients .

[1] https://blog.hubspot.com/marketing/infographic-stats

[2] Ibid.

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Objective 1: Readers can find what they need

In order to ensure that readers can find what they need, I first had to determine the target audience that will be reading the introductory post for my business. I then to determine the characteristics of the reader because this is what influenced the design of the content. This then allowed me to determine what the audience knows and what they need to know based on these characteristics. First and foremost, the reader is an older adult looking for custom furniture and possibly restoration services, so the very first sentence of the text begins with “Furnisure offers” so that the reader will know immediately whether the company can give them what they are looking for.

Followed by “Furnisure offers”, I included “locally made, custom furniture and restoration services right here in Windsor.” Since this is a local business, the intended audience is readers who reside in Windsor-Essex County and are looking for custom furniture in near their hometown/city. People who want custom furniture are looking to avoid wasting time browsing and know that they are going to get exactly what they want, so the content visually outlines the simple 5-step process that the company uses.

Objective 2: The reader can understand it

            This requires writing the content in plain language and structuring it so the reader can be guided through it while understanding it. In order to do this, I wrote in shorter, broken up sentences that are separated by subheadings, high quality images, and infographics to make the material easier to understand and recall. It is also helpful to use san-serif fonts when writing in plain language for web to make it easier to read. I also applied a positive, conversational tone rather than using a neutral/negative tone to ensure the language is appropriate for the B2C audience.  Using smaller sections of text with subheadings, lists, and common words like “materials” rather than “textiles” also helps guide the reader through the content and further aids them in understanding it.

The post begins by explaining who Furnisure is and what they offer. They also explain that they understand why people prefer custom furniture – they have a unique style and purpose for the product. The post explains that they can provide the customer with what they are looking for by making their vision become a reality. If a consumer decides to consider working with Furnisure, they can read further to the infographic that clearly and concisely outlines the made-to-order process. Next the post explains in a bulleted list, the few, easy requirements of the client, which basically just further explains how simple the process is. The post concludes by restating Furnisure’s dedication to satisfying their clients and the value that they offer.  

Objective 3: The reader can fulfil their purpose

The audience is reading this content with the purpose of ordering custom furniture through a company that best suits their needs. Writing this post in plain language with details that are specific to the reader’s needs allows the content to be easily consumed by the intended audience. The content uses common words within clear and concise language to provide the reader with a brief summary of the company, it’s simple crafting process, and the value that it offers to the consumer. Writing in this format allows the content to be technically accurate, interesting, relevant, clear, and understandable. Using this method of explaining information to the designated reader is the only way that they will be able to fulfil their purpose, or in this case decide to book a consultation based on the content they scanned.

The post Assignment 3: Q3 appeared first on ADV421 Furnisure Blog.

Original post from Assignment 1 that does not follow the F-Pattern:

Looking back, obviously, no one on the web would want to read this.

New introductory post following the F-Pattern & plain language:

Furnisure: A New Take on Custom Furniture and Restoration

Furnisure offers locally made, custom furniture and restoration services right here in Windsor.  Whether you are looking for a new kitchen table to match your modern space or you just need to freshen up your old rocking chair, Furnisure is here to help!

When it comes to furniture, not everyone wants to take the one-size-fits-all approach. You and your home have a unique style, and you deserve a product that reflects this. This is why Furnisure includes you in every step of the way to make your vision become a reality.

Furnisure’s 5 Step Process for made-to-order furniture

All you need to do is:

• Book your consultation to meet with a designer. You will discuss details such as dimensions, materials, and colour.
• Get updates every step of the way.
• Sit back and wait for our free delivery service to bring you your masterpiece.

Furniture and interior design go hand-in-hand to make your home a unique space. This is why Furnisure combines craftsmanship with design to give clients exactly what they’re looking for.

Book a consultation today so you can stop browsing and start creating.

The post Assignment 3: Q2 appeared first on ADV421 Furnisure Blog.

a. How would you explain to someone what “plain English writing” is? (3 marks)

Put simply, plain English writing is the method of writing with reader (target audience) in mind so that it is clear, concise, correct, and most importantly, easily read. The reader should be able to easily find what they need, understand it, and use it to fulfill their purpose. This is an important principle in creating content because everything revolves around the consumer, so content MUST be written in a way that is tailored to the way that they consume it. Plain language uses common words, uses pronouns to speak directly, contains short sentences, and is positive wherever possible while taking into account what the reader needs to know about the topic. It takes into account who the reader is, what they know, and what they need.

Plain English writing has three main objectives:

• Readers can find what they need
• They can understand it
• They can use it to fulfill their purpose

It is important to remember that writing in plain language should never be a way to “dumb something down,” avoid the use of technical words, or be imprecise. It is simply the best form of writing that shows you respect the reader and value their time.

For example, consider this line written for participants signing up for an exercise class:

“After the class, you may experience extreme fatigue or even moments of dizziness. In attempt to avoid this, be sure to arrive to the facility fully hydrated.”

It is much clearer like this:

“Feeling tired or lightheaded is normal. You can help prevent this by drinking water before coming to class.”

b. What makes plain English writing different? (4 marks)

Plain English is different because it’s main priority is to be read easily by taking the audience into account, organizing information logically, writing for action, keeping the text concise, and being designed specifically for reading. It is written with the sole purpose of people being able to understand it. If people do not understand your content, they will not continue to read it, which means it is useless to them.

Example: In an episode of Schitt’s Creek, Moira and her son David are attempting to cook dinner for their family. Neither of them is familiar with the basics of cooking because they were rich before falling on hard times, so they never had to cook for themselves. When the instructions require them to “fold in” the cheese and they have no idea how to do it because the recipe card is not written in plain language. They had to later watch a tutorial on YouTube explaining the technique of folding in. The term “fold” may be considered jargon to readers who are unfamiliar with cooking, therefore, it should be followed by an explanation or simple diagram to follow

Plain language: Combine the cheese and the dough by lifting them together until they become one mixture. Make sure you do not over-stir it!

This is why plain language uses common words while staying concise in order to deliver information to the reader in a way that makes it easy to understand, so they can fulfill their purpose. 82% of readers appreciate this over alternative forms of language for instructions because it saves them time. This is because plain language takes into account what the reader knows, in addition to what they need to know. It also takes into account that nearly half (42%) of Canadian adults experience literacy challenges, so plain language avoids using jargon.

Content is the by-product of all work and research conducted in order to meet an objective.  The consumer must always be at the forefront of this content creation, and we cannot assume anything about our audience, or we will not meet our objective. Plain language exists to ensure that this content is tailored to the needs and abilities of the reader so that they actually consume the content.  

c. What is plain language writing for the web and in detail, in your own words, why is it important? (4 marks)

Plain language writing for the web produces content that keeps the intended audience on your page/site by ensuring that it engages them and fulfills their purpose. This allows a company to offer readers a usable website that helps them accomplish their intended goals. Writing in plain language for the web allows you to effectively communicate with the reader through your content and guide them through steps, processes, etc. that vary depending on the web page. Each goal will require different content that follows plain writing principles.

Content will need to be written with fewer words, no wordy phrases or jargon, shorter sentences, and no word walls. You must also ensure that pages do not become too long due to the amount of content because the lower they have to scroll/read, the less that lower content will be read/consumed. Plain language writing for the web also applies to visual elements such as headings, fonts, format, and images. This must also be taken into consideration when writing for the intended audience.  

This is important because plain language writing:

• Saves time and money
• Everyone appreciates clarity
• People won’t dread reading your writing
• You empower your readers

Plain language writing for the web should:[1]

• Be concise
• Break documents into separate topics
• Use shorter paragraphs than on paper
• Use lists and bullets to organize info
• Use even more lists than print
• Include more headings containing less info under each
• Use enough white space for pages to be easily scanned
• Use words and phrases that the user would use when searching the web

Writing with the reader in mind ensures that the language is appropriate for the medium and it is consistent with the way consumers behave online. Personally, when I am trying to navigate a website with a specific purpose in mind, I expect to immediately be able to understand the content that I am reading, or I will become frustrated and leave the site to continue searching. Specifically, when I am conducting research to include additional information in my assignments, if the material is difficult to understand or I do not recognize anything we discussed in class, I continue searching. Writing in plain language delivers content to the consumer in a way that does not overwhelm them and keeps them on your site longer as they fulfill their purpose.

[1] https://www.plainlanguage.gov/resources/checklists/web-checklist/

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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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