“Celebrity Beauty Secrets”

They can take their pick but what do celebrities really have in their make-up bags?

The above was the headline and the “teaser” for an article in today’s UK “Daily Telegraph”.

Now, dear reader, you might wonder why I am so interested in celebrity beauty secrets!  While I might have some “Metrosexual” tendencies, I assure you this is all in the cause of the pursuit of excellence in copywriting.

In copy, the headline is of critical importance.  Ideally, it should not only grab attention, but it should summarise the “Big Idea” and why people should keep reading.

We live in a celebrity obsessed culture.  No point in bemoaning the fact.  As marketers, we have to deal with the world as it is.

So, anything linked to celebrity is likely to attract attention.  Add the magic word “Secrets” and you’ve just stimulated a frenzy of curiosity (one of the most powerful triggers you can use to attract someone’s interest).

So this short headline manages to do a lot of work very efficiently.  Nice example of the “craft” of copywriting.

Note the post head as well.  Does a good job of expanding on the curiosity theme and drawing the reader in.

So, keep that in mind when writing or creating a campaign.  If you can introduce a celebrity angle that makes sense, you’ll most likely find it adds greatly to the power of the copy.