Page 107 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

47 ANOTHER HEADLINE
IDEA: TRUE OR FALSE

Headlines are pretty near the top of every copywriter’s “most
difficult to write” list. Along with openings for sales letters and
believable customer stories. Everyone knows that the best kind of
headline is the one that appeals directly to the reader’s self-interest—
promises a benefit, in other words. OK, not everyone, but everyone
who’s ever read a book about copywriting.

But that formula only takes you so far. “Yes, but what can I actually
write?” is the plaintive cry. Here’s a little trick you can try next time.
Especially if you have a proposition that is unexpected, unknown,
or new.

The idea

From the London Stock Exchange
The proliferation of rules, regulations, and financial opportunities
for listings on global stock exchanges means even seasoned finance
directors and CEOs need a bit of help identifying the right thing to do.
My client at the time, the London Stock Exchange, had a flyer in mind
that would at once educate its clients about a new opportunity and
persuade them to list their American depositary receipts (ADRs).

The approach we took was to pose a question that addresses potential
ignorance head-on, without making the reader feel stupid. It read:

True or false: you can list ADRs in London?

It worked on a number of levels. People like solving this type of
puzzle. For finance directors looking for an exchange on which to list

98 • 100 GREAT COPYWRITING IDEAS