Headline vs Body Copy


When we see an article, advertisement or even a movie title, our interest is typically based on the headline or body copy. A catchy headline can draw you in to want to experience the body copy, which is the general idea of marketing. This same principle also applies to how we profile the people we work with. Are you a person that just wants the high level facts? Or, are you more analytical and someone who wants all the details? Also a great tool to use for prospecting, and getting to “know” your audience before you engage them. (Psst, agencies, do this when meeting new clients… it will help you determine who you can connect with when in a room.)

It also very much the practice of how we engage with brands that are marketed to us. And as marketers, this is something we must always consider when strategizing around how to connect with our customers. While imperative to a comms strategy, keep in mind that this approach does vary by placement. For instance, at the point-of-sale, it’s all about the headline, a.k.a. an eye-catching design that visually lures you in. But, while a catchy headline may do the trick at retail, most online shoppers want the specifics before they hit ‘buy’. Therefore, body copy can make a world of difference between conversion and abandonment when it comes to digital commerce.

Nevertheless, it’s important to find a balance between the two. To understand the appropriate place to lean at the appropriate time. So, when you’re implementing your marketing communications strategy, think of it as if you were a boxer — determine which blow will have a stronger impact, head or body. It’s all the difference in determining whether you win the bout against your competition, or have to head back to training camp.

Me, personally, I’m a headline. I like to get to the point within five seconds or less. So if we ever email, you’ll likely feel that in our exchange. However, this post is more for the body copy lovers out there. Hope you found it insightful and applicable. 

The New Meaning of “Broadcast”


With streaming services like Netflix and Hulu Plus on the rise (such as Netflix announcing that its second-quarter revenue exceeded estimates at $1.64 billion), tech giants are competing to enhance the streaming experience, revolutionizing the way we watch TV.

It’s clear that this is a step in the right direction, according to a report from Google regarding engagement via Chromecast that revealed users transmitting media to their TVs watch 50% more video than the average mobile app user. Chromecast, along with competitors such as Apple TV, Roku, and Amazon Fire TV, represents another huge push toward digital streaming over regularly scheduled programming, which could mean the end of TV as we know it now.


Earlier this year, The Artifice reported that more than 40% of American homes used a streaming service as of the fall of 2014, which shows that the demand for “on-demand” services has increased dramatically and is becoming rapidly integrated with the average consumer lifestyle.

What Sparks Our Fire: Data that shows how a consumer preference shift and new technology is changing the traditional pastime of watching television

Canopy Favorites: Movies With A Message

In honor of one of our favorite TV shows ending this week (#RIPMadMen), each day a member of the Canopy team will give some insight into one of their favorite shows or movies.


Creating awareness for health issues often relies on the visibility of the issue in public life. While Alzheimer’s is normally shown in the media as an old-age disease, the movie ‘Still Alice’ took on the nearly unimaginable task of depicting the early onset Alzheimer’s disease of a vibrant 50 year old woman. Starring Julianne Moore as Alice, the film created a great PR push for Alzheimer’s by showing rather than telling. The audience watches as Alice, a Type-A Columbia professor, slowly loses her ability to function on her own.

By making the film authentic and relatable, and casting the inimitable Julianne Moore, the movie was able to bring public awareness to Alzheimer’s disease. After the release of the film, there were many conversations about Alzheimer’s on all social media platforms, and continued press (print, TV, online, etc.) furthered the conversation about the disease. Non-profit organizations that support Alzheimer’s disease gained more traction, creating a win-win for everyone. Films that help bring visibility and empathy to diseases are incredibly powerful, and we can always use more movies like this in the world.

Movie: Still Alice
Team Member: Marla, Founder/President of Bella PR

Canopy Favorites: Monkey Madness

In honor of one of our favorite TV shows ending this week (#RIPMadMen), each day a member of the Canopy team will give some insight into one of their favorite shows or movies.


This weekend I took my grandson to see Disney’s ‘Monkey Kingdom,’ a nature documentary that follows a mother and her newborn baby monkey as they fight the fight to survive within their own social hierarchy and from attacking monkey forces from the outside. These ever resourceful monkeys come up with all sorts clever ways to fight the fight…they lose their kingdom, retreat to the city to heal their wounds and come back to win and move on to another day.

Sounds familiar doesn’t it? An unintended, but powerful reaffirmation of what we do every day in the agency world. Thanks for reminding me of our madness in your own clever way, monkeys.

Movie: Monkey Kingdom
Team Member: Frank, Chairman