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	Clever Headlines Usually Flop! Are You Being Too Clever For Your Own Good?

Author: George Dodge

C o p y w r i t e r s t h a t t r y t o b e c l e v e r , h u m o r o u s , a b s t r a c t , o r u s e d o u b l e e n t e n d r e w i t h t h e i r h e a d l i n e s a n d a d s w i l l n o r m a l l y f i n d t h a t t h e y f l o p a n d a r e t h u s a w a s t e o f b o t h t i m e a n d m o n e y . M a n y o f t h e S u p e r B o w l a d s f a l l i n t h i s c a t e g o r y . W h i l e t h e y a r e o f t e n f u n n y t o w a t c h , m o s t p e o p l e d o n ' t r e m e m b e r w h a t c o m p a n y t h e a d w a s p r o m o t i n g . T e d N i c h o l a s t e l l s t h e s t o r y o f h o w a b o o k t h a t h e h a d w r i t t e n w a s n o t s e l l i n g v e r y w e l l . H e h a d t i t l e d i t , " H o w N o t T o D r o w n I n A S e a O f D e b t . " O n e d a y h e s t o p p e d b y a b o o k s t o r e a n d l o o k e d f o r t h e b o o k i n t h e p e r s o n a l f i n a n c e a n d s e l f h e l p s e c t i o n s b u t c o u l d n o t f i n d i t . S o h e w e n t t o t h e i n f o r m a t i o n c o u n t e r a n d a s k e d i f t h e y c a r r i e d t h e b o o k . H e w a s t o l d y e s t h e y h a d i t i n s t o c k , a n d i t w a s l o c a t e d i n t h e s w i m m i n g s e c t i o n ! T e d s u b s e q u e n t l y c h a n g e d t h e t i t l e t o ' H o w T o G e t O u t O f D e b t ' a n d t h e b o o k s o l d w e l l f r o m t h a t p o i n t o n . I f y o u a r e t r y i n g t o p r o m o t e s o m e t h i n g , k e e p y o u r t i t l e s c l e a r a n d s i m p l e . L e a v e c l e v e r a n d h u m o r o u s t o t h e e n t e r t a i n e r s . H e a d l i n e s t h a t a r e t o o a b s t r a c t a r e o f t e n u n c l e a r t o t h e r e a d e r a n d d o n o t c l e a r l y i d e n t i f y t o t h e r e a d e r w h y t h e y s h o u l d b e i n t e r e s t e d i n t h e i n f o r m a t i o n c o n t a i n e d i n t h e f o l l o w o n c o p y . M a k e y o u r h e a d l i n e s c l e a r . I d e n t i f y a b e n e f i t t o t h e r e a d e r a s t o w h y t h e y s h o u l d r e a d o n f u r t h e r i n t o y o u r a d , a r t i c l e , o r s a l e s l e t t e r . I f y o u d o , y o u w i l l f i n d y o u r d e s i r e d r e s u l t s w i l l i m p r o v e .