- 6. Create a headline for an article about this program targeted to graduating high school students. I am specifically not telling you what to do or the questions that need to be asked. Please explain what you did, why and any other reasons/justifications you need to provide to me for the headline you created. (6 Marks)
Headline: “Overwhelmed by Options? Discover Why St. Clair’s Advertising Program Stands Out – Limited Spots Available!”
Before using ChatGPT, I decided to outline the purpose of the headline, and the target audience that we will be aiming to attract as well as some consumer behaviors that this audience has. It is very important to do the necessary research about our target audience before attempting to reach them, which is why I then proceeded to gather data surrounding the behaviors of the next generation of graduating high school students. This audience belongs to a young demographic, characterized for having high levels of anxiety and fear towards the future. According to LionHeartFundation: “Graduation anxiety is characterized by feeling worried or scared about the future and feeling this worry constantly. If you are struggling to find work after graduation or find yourself in a comparable situation, you may also feel like a failure, which is another symptom of graduation anxiety.” (High School Graduation Anxiety, 2023) Many recent high school graduates have shown they present graduation anxiety, which is why I reached the conclusion that the best way to create a headline that stands out in the minds of the graduating high school students would be to make use of said anxiety and unsatisfied safety need to resonate with them.
Part A helped me improve my main prompt, which I made use of when coming up with this headline. I particularly liked this one because after learning in class that public users usually read in F-Pattern and only scan for the most relevant information for them, I considered that the third result provided for my prompt was the most effective one, as it not only works for keywords like “St. Clair”, “Advertising program” but it also makes mention of a very important element that I asked for in the prompt: “Limited Spots Available!” Power words can make a huge difference, especially if combined with scarcity because as discussed in class, a lot of websites and articles have phrases like “Limited Stock only” or “Until Supplies Last” and the reason behind it is that a lot of people immediately feel the need to comply or feel anxious as to see that something is on high-demand, as it tells them that it is approved by others, and if they do not act now they will miss out resulting in FOMO. “Discover Why” and “Stand Out” make a promise of value to the readers, as it serves to give an idea to the reader of what type of content they will encounter.
Duxbury, L. (2023, April 4). High school graduation anxiety. Lionheart Foundation. https://lionheartfoundation.ca/high-school-graduation-anxiety/#:~:text=Graduation%20anxiety%20is%20characterized%20by,another%20symptom%20of%20graduation%20anxiety.