Hooked

Part 1

An introduction

Challenging assumptions with examples

“HeadOn: Apply directly to the forehead! HeadOn: Apply directly to the forehead! HeadOn: Apply directly y to the forehead!

So goes perhaps one of the worst adverts of all time. HeadOn is a chapstick-like product that, the brand claims, can be rubbed onto the forehead to relieve headaches; unsurprisingly, there is no actual proof that it works (see http://abcnews.go.com/GMA/Health/story?id=2695490).¹ Accordingly, the brand was perhaps a little limited in what it could say in its advertising, and ended up with the very simple and literal copy you see quoted above.

It was basic and irritating, but guess what? It worked. Sales increased by 234% year on year after the ad’s launch.²

Let’s ...