Saturday, August 6th, 2011
The “Dean Of Copywriters” John Caples famously said that an effective marketing piece/ad can have 19.5 times the success of a poorly written ad. And the most important aspect of advertising is the headline.
In fact, 5 times as many people read headlines as read the body copy of an ad, according to David Oglivy in his Oglivy On Advertising (A Top 20 Best Business Book Of All Time).
The headline of this ad is considered one of the most effective in the history of advertising due to its appeal to self-interest and curiousity.
Maybe you’re not directly in marketing/advertising, so should you care?
If you do any of the following you will benefit from improving your headline writing skills:
- Write emails (the subject line is your headline)
- Name things (whether your product or your business or, in some cases, your child!)
- Write blog postings
- Write a description of yourself on your resume or LinkedIn profile
I’m by no means a copywriting expert, but I hang out with some and I’ve studied some of the greats (David Oglivy, Al Ries, Jack Trout, John Caples).
So I am going to share 10 awesome headline-writing tips I’ve learned along the way. …