Because headlines are supposed to be creative

I’ll let you into a secret. There are a lot of ‘creative’ agencies out there and every one of them, at some time, will have been struggling for inspiration on a brief – maybe one
of yours. So the lazy copywriter will try to fall back on various ‘tricks’ that seem like they are original ideas, but actually are just ancient creative cliches dressed up for your eyes.

The classic is the ‘Because’ headline or tagline. I counted at least half a dozen on display at the recent PM Awards, so what follows really needs saying.

If you ever see an agency present a concept that begins with ‘Because…’ you should politely ask them to go away and have a real idea. Why? Because (no irony intended), EVERY brand in the world and EVERY product in MIMS could have a ‘Because’ headline written for it and anyone could do it.

For example, I’ve taken three brands at random from MIMS and for each of them I’ve written a ‘Because’ line in only a few seconds.

Pentasa – because ulcerative colitis deserves to be taken seriously

Fosamax – because fractured bones mean fractured lives

Prezista – because HIV patients need rapid viral control

Do you see what I mean? Try it for yourself – it’s easy. But because it’s easy it doesn’t mean it’s right. Those three copy lines above are simply anodyne statements from the school of the obvious and as such do absolutely nothing to differentiate or position the brand.

So watch out for that little agency trick – it’s a sign that they’ve run out of ideas.