Last week, I had to write headlines for a headline-driven billboard. After an entire day, I had two that were worth anything.
The next day, I had to write headlines for billboards that had pre-approved but fairly interesting visuals. I had about 20 within ten minutes.
This isn’t coincidence.
It’s significantly easier to write headlines to visuals. This is partially because with a visual, something’s already being communicated. Maybe the idea has already been established.
Not every solution will be (or should be) a visual one. But if you’re stuck, try solving it with a picture. Maybe you won’t come away with an all-visual solution. But finding an interesting image to write lines to is better than reverse engineering from a headline.