4. Now you are going to apply what you have learned in class. As per the class discussion, please provide me with three different headlines for the story (article in Question #3) and outline your reasoning(s) and explanation for each. Please ensure you base your answer on the different elements of headlines we spoke about in class. Please go into detail for each. (12 Marks)
The three different headlines I decided to create based on the article in question #3 “13 Delicious Recipes for a fancy Coffee Mood” based on what I’ve learned in class are the following:
Headline #1 – “How to make 13 Fancy Coffee Recipes From Home” (39 characters)
Based on strong elements of a headline that we spoke about in class I decided to use the “How to” format that has been proven to work as strong headline structure. This headline is immediately striking and tells the reader that they will learn how to do something valuable throughout the article if they click to read more. According to what we’ve learnt, its important to tell the digital user what to do because this wont leave them feeling confused, this headline does exactly that. The clear action is “learning to make fancy coffee at home.” The number “13” as we learnt that numbers are meaningful helps make the article seem concrete, and even better its an odd number, something we look for because its much more intriguing and different than an even one. Numbers in a headline can make readers more likely to trust and engage with what an article has to offer, making it prominent in this headline. Lastly, this headline helps emphasize a certain lifestyle desire through words like “Fancy Coffee” and“From Home”. It can appeal to those who want to elevate their coffee game from generic to lavish while still keeping it relevant and accessible. This aligns with what we learnt in class about how marketing our headlines are about the stories that come with them. In this case it would be just turning something simple like drinking a cup of coffee into something special and more rewarding that people can enjoy. This headline is effective because it combines the “how to” structure and addresses what the reader is looking for, a recipe from home but still fancy enough to feel that same “café vibe”.
Headline #2 – “Café-Style Coffee? Try These 13 Luxury at home Recipes” (54 characters)
To start this headline off strong, I decided to incorporate a rhetorical question. Just like we learnt in class, the headline is the shiny hook that lures the fish. This question brings even more attention to the reader, acting as part of the main hook to draw readers in. We learnt that headlines should be used when the answer is there for the reader to pick up. In this case, the reader can imply that “yes” they are looking for café style coffee at home. This will make them more likely to click on the headline. Asking a question is also a good way to spike curiosity. Users are interested in what makes these at home recipes café quality and how they can recreate them in the comfort of their own home. “Luxury At-Home Recipes”, can take the reader from ordinary to beyond, promising desire and a premium experience. This headline also taps into the storytelling aspect of transforming everyday coffee into a barista quality feeling. Additionally, it follows a principle we learnt about how users want to be surprised. This headline works on challenging this belief because it is possible to have high grade coffee from home but some people may not think this, they might think going to a café is their only option. This factor makes them more interested in what the article has to offer. Again, the number “13” makes this headline seem authentic and reliable because they can expect 13 reasons built upon throughout the article. I also included a call to action that includes the word “try.” In class we learnt that call to actions should consist of action words to be effective and “try” is an action word that can work on convincing the reader.
Headline #3 – “13 Barista-Style Coffee Recipes to Elevate your senses” (54 characters)
The third headline I decided to create was a little different from the first two because it stands out a bit more as a full experience outside of what coffee itself has to offer. “Elevate your senses” helps portray a full experience of feeling, tasting and enjoying. This aligns with what we learnt in class about how headlines should be providing something useful to the user while being ultra specific and unique, making it memorable and engaging. “Barista- Style” also speaks directly to a specific audience something that we learnt that the best headlines should do to see the best results. It also gives a layer of authority to the content because baristas are experts, making the content seem like expert advice as well. The headline is also short and consise making it direct and easy to understand. We learnt that users are impatient and fast moving, meaning they will move onto the next best thing if something doesn’t provide them value instantly. “13 Barista-Style Coffee Recipes” tells the reader they are getting more than just a regular coffee recipe, they are getting an actionable list. Another important factor we learnt is “three second rule”, and the headline should adhere to this. We don’t get the users attention for very long and we are competing for their attention. The headline makes the decision very easy. The user either wants to elevate their coffee senses or doesn’t and gets right to the point. This headline is complex because it keeps majority of its focus on experience, thinking about how the user should feel with expertise and engagement.
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