Consider how your headlines develop your credibility in the marketplace. By concentrating on each headline as a discrete activity, you would be putting your foot into the longevity of your company. Waterman's Pens have been used as an example from history of how there headlines demonstrated their positioning of quality, reliability and innovation.
You can learn a lot from reviewing old advertisements. Sure, they make not be sophisticated but going back to basics is a good way to gain clarity on your own material.
Waterman's Fountain Pens advertised as an independent company for nearly 100 years before being taken over by Sandford who still have the brand today.
By taking an overview of the headlines, you can understand how they can support the positioning of your company. Building credibility takes time and this is why it makes sense to consider the long term impact of headlines on your website, brochures, direct mail and advertisements.
By keeping in mind where you want your company to be in three to five years, you can create headlines supporting that desired positioning.
Now, Waterman's used two types of headlines during their most successful period (1900-1920s). One was just the company's name. This was acceptable as they were well known and had already been in existence over 25 years then. In today's climate, this won't really work unless you have a well known, internationally recognisable brand.
Now what is more important is their use of the short headlines. Here is a selection:
1900s The most important part of your vacation outfit
1910s Simple, Reliable, Durable, Inexpensive and Guaranteed
1910s The tool of opportunity
1910s An expression of intelligent appreciation
1920s Try Waterman's before you buy
1920s A letter a day while you are away
1920s One of these will fit your perfectly?
In the 1910s, they also used one word headlines such as Speed and Self-Regulating.
The headlines highlighted what the user would experience if they used a Waterman's Pen or, relating to the aspirations of those using a Waterman's pen.
This approach is still valid today. By understanding the feelings of your market, you are able to appeal to their aspirations or the fears to grab their attention.
Dig out all your headlines. Read them in chronological order, what do they say about your business?
Is it congruent with how you are positioning in the market place?
By doing this review, you are able to understand what is being received. You are able to change the words, the tone and the feel of the headline to fit with where you want to be in the future.
Remember, by maintaining true to the long game, you are building the future each day with every headline and every piece of material.
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