How to Write a Great Double Entendre Headline
Crafting a compelling double-entendre headline is akin to building a finely tuned instrument. Each element must work in harmony to produce a resonant and impactful message. We're not merely stringing words together. We're weaving a tapestry of meaning that invites the audience to engage on multiple levels.
Wordplay: The Foundation of Double Meaning
Puns
Puns rely on words with multiple meanings or similar sounds. When done well, they can create multiple layers of meaning. Example: At one point, Dollar Shave Club used the headline, “Shave Time. Shave Money.” This pun was powerful for a few reasons. First, it made a clear connection with the category - shaving products. Second, it communicated the benefit of the brand - saving time (by ordering online) and saving money (paying less than what the traditional razor brands charge). Third, the clever wordplay playfully communicated all this, ensuring the memorability of the brand message.
One word of caution. It can be really easy to throw a pun into your headline without thinking it all the way through. This can result in headlines that are, at best, using wordplay just to be using wordplay. And at worst, it can result in language that is lowbrow, off-putting, or distracting. All of which can do real damage to your brand. Using puns well takes a thoughtful approach that considers your audience and your brand. And includes a savvy understanding of language.
Homophones
Words that sound alike but have different meanings are called homophones.. Using homophones can add a layer of intrigue to your headline. Example: A high-end fishing gear manufacturer announces a sale with the headline, “The reel deal.” This is a fairly straightforward message on the surface, communicating that you can get a deal on the company’s high-end reels. At the same time, it reinforces that this is high-end equipment (the real deal). This headline communicates so much in just three words.
Polysemous Words
Polysemous words are words that can have several meanings. These multiple meanings can help you create messages that communicate on several levels. Example: I worked with a hearing health company named Sound Advice. The word ‘Sound’ is a polysemous word. On one hand, it refers to hearing. On the other, it refers to something competent and trusted. The name Sound Advice immediately connects this brand to the category this business operates in - hearing (sound). It also communicates that the brand offers advice that is reliable (one of sound’s other meanings). Like homophones, polysemous words can help you communicate a lot with just a little.
Figurative Language
Metaphors, similes, and idioms can create rich layers of meaning. Example: A coffee brand that uses the line: "Our beans will perk you up." ‘Perk you up’ is the idiom. The word ‘Perk’ refers to the process of making coffee. It also can communicate the idea of becoming lively (perk up). By employing expressions like this, we can create messages with multiple layers of rich meaning.
3 Rules for Double-Entendre Headlines
1. Make It Relevant
Relevance is the linchpin of a successful double-entendre headline. It’s not enough to be clever. The headline must also be deeply connected to the brand and its core message. This brand alignment ensures that the double entendre echoes the brand's established voice and values. A luxury brand, for instance, wouldn't use crude humor, just as a playful, youthful brand wouldn't opt for overly formal language. The headline should feel like a natural extension of the brand's personality, reinforcing its identity rather than contradicting it.
Equally important is message reinforcement. The double entendre should amplify the campaign's or product's central message, highlighting its unique selling proposition or key benefits. A headline that merely amuses without driving home the product's value is a missed opportunity.
Finally, audience resonance ensures that the double entendre strikes a chord with the prospect's interests, values, and cultural context. Understanding the audience's worldview, sense of humor, and cultural references is crucial for crafting a headline that feels relevant and meaningful. A headline that lands flat due to cultural insensitivity or a lack of understanding of the audience's perspective can damage the brand's reputation.
2. Make It Emotional
Emotional connection is the key to creating a lasting impact. When crafted with emotional intelligence, double-entendre headlines can forge a powerful bond with the audience.
Humor, in its various forms, can make a message more memorable and engaging. A lighthearted approach can break down barriers and create a sense of camaraderie between the brand and the audience.
Intrigue can pique curiosity and draw the audience in, inviting them to explore the deeper meaning behind the headline. Creating a sense of mystery or intellectual challenge can be highly effective in generating engagement.
Empathy allows the brand to connect with the audience's emotions on a deeper level, demonstrating understanding and shared experience. This can create a strong sense of loyalty and trust.
Finally, when used responsibly, provocation can spark conversation and encourage critical thinking. A thought-provoking headline can challenge assumptions and invite the audience to consider new perspectives, creating a more meaningful and memorable brand interaction.
3. Make It Clear
While cleverness is essential, clarity is paramount. Balance is crucial (a headline that is too obscure or convoluted will only confuse and alienate the audience.) Striking the right balance between wit and accessibility is key to ensuring the message resonates without causing frustration.
Avoid overly obscure references. The double entendre should be easily understood by prospects. References that are too niche or reliant on obscure cultural knowledge will likely miss the mark. Understanding the audience's frame of reference is crucial.
Finally, test and refine. Getting feedback from others, particularly from prospects, can provide valuable insights into how the headline is perceived. A/B testing and other forms of audience feedback can help identify potential pitfalls and ensure that the headline is both clever and clear. Refining the headline based on feedback is crucial for maximizing its impact and avoiding unintended interpretations.
A great double-entendre headline is a carefully crafted blend of wordplay, relevance, and emotional resonance. It requires a deep understanding of language and a keen sense of the brand's identity. Above all, remember that clarity is crucial. The headline should be clever but not confusing.
By carefully considering all of these elements, you can create headlines that are both intellectually stimulating and emotionally resonant. Headlines that are not only impactful but also capture engagement long after the first encounter.