Games That Pay: Writing Effective Cover Lines And Skylines - writing techniques

Circulation Management, Dec, 1999

In the deceptively difficult art of writing powerful cover lines, practice and research definitely pay off. In fact, research done by Rodale has shown that powerful cover lines not only sell single copies, but correlate with higher renewal rates, points out Sandra J. Blum of the Fairfield, CT-based marketing consultancy Blum & Company, a Follo:Show speaker.

"Formulas for writing cover lines and skylines do work, up to a point," she says. "You should use numbers and simple language. You should also use key words like 'new' and 'free.' But the real secret is describing great editorial by appealing to the emotions and the senses."

Here are some questions your cover team can ask to gauge the power of your copy:

* Does it get you excited about the editorial?

* Does it appeal to the reader's real needs or secret interests/desires?

* Is it personal? Is there a stated or unstated "you" connection?

* Is it positive? Emotional? Motivational? Passionate?

* Is it real and true? Can you almost touch, feel and taste what's being described?

* Does it make a promise (implied or stated)?

* Does it speak in the language of the audience?

* Is it clear and easy to understand?

* Does it pull you in and lead you along?

* Does it have drama?

Blum also shares some exercises that circulators and editors can use to sharpen their cover line-writing skills:

* Explain, in 25 words or less, why your magazine really needs a cover.

* Explain, in 25 words or less, why your magazine should continue to exist. What is its value to readers, its mission?

* Analyze your own last 12 covers and your competitors', and list the words that are most frequently used. Which ones are most powerful?

Here's Blum's list of the most effective attention-grabbing words and phrases: introducing, new, free, guarantee, save, love, discover, advice, you, sex, proven, how to, results, now, money, secrets, health, easy, safety, and "10 (or any specific number) ways to..."

* Write five cover lines for your next issue--one in each of these timeless formats:

--the provocative question

--breaking news

--good, solid advice

--a burning issue

--the perennial pleaser (for your audience).