We live in an era where instant gratification is all the rage. When looking at a news headline, the heading of an advert or the message on a picket sign, we expect to learn the point in but a scant few words. Our ancestors of centuries past certainly had a flair for the dramatic and the eloquent, but whether it’s due to modern consumerism, the abundance of choice and/or a shortened attention span, we now seemingly always want the short and punchy – if one brand reads too long, we can simply pick up the next and be equally well off.
What if we told you that a long headline can be just as effective when used under certain circumstances? Join Wordsmith as we try to make long headlines great again.
When are they viable?
As we’ve preached in many of our other articles, the point of a concise headline (or the subject line of a marketing email) is twofold: (i) to inform audiences why they should look at the rest of the piece, and (ii) to be quick about it. Once you go beyond the headline sweet spot of around 10-12 words, you risk losing your readers and their willingness to read your piece plummets.
So when is it a good idea to use long headlines? According to Steve Harrison’s book: How to Write Better Copy, long headlines are potent when used alongside cold, hard statistics. Consider this ad for Le Musée de La Grande Guerre (a small museum dedicated to World War I located in the French town of Meaux):
Meaux wanted to attract more tourists, but apart from being known for its “cathedral, an old quarter and Brie cheese,” tourists rarely knew what other sorts of activities were available. Looking to capitalise on this, the museum released a series of ads that showcased the horrors of war – however, one of the ads decided to feature a noticeably longer headline (shown above), and it stood out. “Chilling statistics conjure the most horrific images, and in me at least, elicit the response: ‘bloody hell, that’s incredible, tell me more,’” writes Harrison.
In headline writer Susan M. Weinschenk’s book 100 Things Every Designer Needs to Know About People, she explains that our attraction to the gruesome (as well as to sex and food) happens because of our old brain –which is in charge of ensuring our survival as a person and species. Harrison believes Weinschenk’s argument is why we are so drawn towards headlines of death and destruction. Even if they are longer to read, we instinctively read them because we want to make sure it doesn’t affect us or the people we care about – it’s also why we subconsciously prioritise reading such headlines over tamer ones!
Aside from laying down the facts, long copy works well when paired with humour. Consider the following advert from Dixon’s (an electronics retailer in the UK):
If you are familiar with London’s retail industry, then you probably already know Dixon’s ad is mocking the flagship Selfridges department store. Given Selfridges’ prestigious location, long heritage and its wide net of premium products, Dixon’s advert tells audiences that they are also in possession of such fine wares – and more importantly, shoppers don’t have to experience the pompousness of Selfridges to purchase them.
While openly mocking a competitor shows little thought of the legal repercussions that may arise (retailer John Lewis having taken offense at another Dixon's ad already), Harrison praises the Dixon’s campaign for its attitude. “We don’t expect advertisers to tell us to be so downright sneaky,” he explains. “Nor do we often encounter advertising that understands us so well.”
Indeed, shopping for electronics can be a bit of a hassle – especially when the salespeople have a penchant for treating customers like inexperienced troglodytes. In honesty, most people needing a new TV probably don’t want to go to “the achingly cool technology hall of London’s most happening department store” to check out the latest models, so why not just go to Dixon’s and buy it there instead? (Not to mention, Dixon’s would probably offer you a discount for choosing them over Selfridges!)
What made the Dixon’s ad so impactful was the amount of detail they included – leaving no room for doubt as to how Selfridge’s positions itself in the market. Try doing that with a short headline, and it becomes much more difficult. At best, you’d end up with something like “Be amazed at Selfridges’ cool technology hall, then buy from us instead” – and for anyone who isn’t familiar with Selfridges, it doesn’t really provide context about their market positioning or explain why Dixon’s is better. If you plan to write a lengthy and humorous headline, being detailed is the way to go (preferably without resorting to badmouthing your competitors).
Insights from Ogilvy
It’s common knowledge that advertising legend David Ogilvy values a good headline at eighty cents of a dollar. Most people tend to automatically associate this with concise and punchy headlines, but did you know that Ogilvy’s favourite headline (that he wrote) was actually a long one?
Described in his book Confessions of an Advertising Man, he thought so highly of this headline because it “gave nothing but facts. No adjectives, no ‘gracious living.’” Undeniably, this sort of headline is very rare for a luxury car brand. Where most brands would pander to the wealthy by highlighting the sophistication or status associated with the car, this ad does so with subtly – and more importantly, without looking down on others. It helps target audiences better understand why the car is so special while also giving common folk something to aspire to.
Furthermore, Ogilvy’s research found that although headlines with ten or more words tend to get less readership than short headlines, long headlines containing news and information consistently sold more merchandise than short headlines. This demonstrates that brief headlines are great for piquing interest, but longer, factual headlines seal the deal.
Contrary to the old saying, sometimes less isn’t more… The next time you find yourself in need of a headline, consider the persuasive power of a more detailed tagline at the expense of something “short and sweet.” Your copy might just thank you!