I am still working on headlines, but wanted to get some feedback. The ones in bold are better in my mind, but I'm curious to hear what people think. These are all still pretty rough and can be re-written I guess the important thing for me is to know if there are any ideas that seem interesting and worth pursuing.
Headlines:
1. When Leo Burnett takes an oath, he swears on a different book.
2. Luke Sullivan is making room on his shelf right next to the first edition in between the bible and a thesaurus.
3. Just because it’s on a coffee table does not make it a coffee table book.
4. If there were ever a bar table book this would be it.
5. An updated copy now available, in case yours has to many coffee stains, cigarette burns, and smells like beer.
6. The best thing to happen to the ad business since the cocktail napkin.
7. This is the one instruction manual you will actually want to read.
8. “Have a great summer!” Written in an elementary school yearbook by William Bernbach, we all start somewhere.
9. This book has been in more bars than beer.
10. The rough draft was written on cocktail napkins.
11. More appearances in the Super Bowl than the Pittsburgh Steelers.
12. Without the work in this book what would you watch in between your favorite tv shows.
13. Never has there been a bigger collection of failed novelists.
14. Responsible for creating such iconic characters as: beer drinking dogs, singing raisins, and cracked out cereal loving rabbits. They did some good stuff too.
15. A thesaurus will teach you how to get from value to discount, this will teach you how to get from lemon to family car.
16. When stuck in the woods this is what Bill Bernbach turns to, it’s not helpful in survival scenarios, but at least he’s entertained.
17. Read this in the advertisers playground not the library, no one ever “shushes you” in a bar.
18. The best advertising incite you can get without liver damage.
19. Over a hundred years in advertising without an ulcer.
20. Enough martini lunches to put James Bond to shame.
21. How to tell if this book is for you: if you have a pen in your pocket and a drink in your hands you’re off to a good start.
22. A bigger audience than any great American author, Moby Dick was a whale right?
23. Selling America drugs, sex, and tissue paper for the last hundred years.
24. You look at a dictionary when you need a definition you pick this up when you need inspiration.
25. Why you should read this book, more sex, drugs, and alcohol than the 80’s.
26. After years of writing headlines we felt that they deserved their own book, they filled it with headlines.
27. Taming the treacherous blank page.
28. Helping writers, CEO’s and bartenders.
29. The book that you pick up when you need to sell some shit, intelligibly.
30. A dictionary won’t tell you how to write an amazing novel, but it will give you the tools you need.
31. Crafting a poetically written ballad selling deodorant has never been easier.
32. No other book can show you how to combine a fruit and a car to sell millions of products.
33. When you can’t think of anything besides “it’s the best” to describe your product.
34. The one thing that all anti-conformist people have in common, it’s on their bookshelf.
35. What car’s, alcohol, and tampons all have in common.
36. DDB, BBDP, CP+B, Ogilvey, these founders spent their time writing great ads, not coming up with unique names for their agencies.
37. The phone book of who to call in order to come up with great ideas for campaigns, just without any actual phone numbers.
38. All of the ingenious ads with none of the insomnia.
39. The commercials could make up a blockbusting full length feature and slightly less impressive sequel.
40. Letting you feel creative without failing a piss test.
41. Locations all over the globe, campaigns ranging from cars to tampons, the one thing they all have in common is the same book on their shelves.
42. Where new products fly and old classics come back from the grave.
43. There’s never been a book of classic coupons that’s been re-published.
44. This is the book that is read while giving the eulogy over the ashes of killed ideas.
45. Many books on advertising have already been written, The writers included here wrote most of them.
46. This is the Guiness Book of world records in the ad business for golden pencils one and most cocktails consumed.
47. The book that all advertisers must read along with Catcher in the Rye and Everybody Poops.
48. When you want to write something that will be read by the world, but you only have one sheet of paper, pick up this book.
49. Anyone can tell a story over the course of a book, they do it in one headline.
50. Being the greatest minds in the ad industry they are too busy writing award winning headlines so promotion of the book falls on me, “ahh-hem Read this book, it is good.” note I am not featured in this book.
51. “This book is the bestest book ever written…ever, I swear.” Thankfully a re-published affordable edition will soon be available, unfortunately not until after the advertising will be printed.
Your first is still your best: "When Leo Burnett takes an oath, he swears on a different book."But have faith. Think about all the headlines it took to make this book. You nailed your first ad on the first try.
ReplyDeleteThat said, this line is getting close to being on the same playing field with your approved line: "This is the book that is read while giving the eulogy over the ashes of killed ideas." Play around with it -- give the line a chance to live.
Also, take another look at your approved line. Break it down. What makes it so successful? How can you replicate it? I'd like to see more options that name-drop the greats and that play with the biblical reference on a light level, like these two.
By the way, you've got some other nice lines in the mix -- but they don't fit as cohesively as a campaign with the above-mentioned two.
ReplyDelete