HiRoad Communications

Copywriting that speaks to your target audience

  • Home
  • About HiRoad Communications
    • Copywriting Services
    • About Joe D’Eramo
  • Copywriting Portfolio
    • Website content
    • Newsletters and e-newsletters
    • Press releases and coverage
    • Bylined articles
    • Ads
    • Autoresponder e-mails
    • Blogs
    • Brochures
    • Direct mail
    • e-Books
    • Publishing
    • Radio spots
    • Sales sheets
  • Testimonials
  • Contact Us
  • HiRoad Newsroom
    • Press releases
    • Client News Coverage
    • Constant Contact Newsletter
    • Blog
You are here: Home / Blog / An Ugly Betty of a headline

June 2, 2007 by admin

An Ugly Betty of a headline

Another trick copywriters use to write a punchy headline is to invoke some element of pop culture. The latest fad, a popular sitcom, even the number one hit on America’s top 40; all these make for handy attention-getters for your headline.

Case in point, a recent client’s client, an asphalt maintenance company, was holding an Ugliest Driveway contest. Not exactly a topic that lends to a mass audience. So, we came up with a headline that catered to a larger demographic:

“If Ugly Betty can win a Golden Globe, your “ugly driveway” can win you a luxury night out!”

That’s a bit more enticing than “Ugliest Driveway Contest, winner receives a luxury night out!” And since topics like driveway generally appeal to a more masculine audience, we made the headline more mainstream by including a show that’s very popular with women.

That’s not to say you want every headline to have some pop culture reference. Pick your spots. Just make sure it’s something that is fairly well known. A pop culture reference that’s not terribly well known or appropriate for a particular audience can really fall flat on its face.

Filed Under: Blog

Joe Deramo

About Joe D’Eramo

As young children growing up, nobody ever says, “I want to be a copywriter.” It’s an avocation that chooses you. Somewhere between writing articles for the school newspaper and a term paper for advertising and marketing class in college, a light goes on and shouts, “this is what I should do, be a … [Read More...]

Download our FREE e-book!

Want more traffic? Take the HiRoad.

Call 617-848-0848 or send an e-mail to info@hiroadcommunications.com.com

Copyright © 2025 · HiRoad Communications · 111 Kathleen Drive Plymouth, MA 02360 · 617-848-0848