A headline that grabs your audience’s attention, and leaves them wanting more, is one of the most vital aspects of advertising.

It’s the thing that gets your target audience to read your advert, making them even more likely to buy your product.

If you are reading this then my headline worked… here’s why.

Why do headlines matter?

Headlines matter because they’re the gatekeepers of your content.

They’re the first thing your audience sees, and in a world where attention spans rival that of a goldfish, your headline must pack a punch.

It’s like the cover of a book – if it doesn’t intrigue, nobody’s going to open it.

David Ogilvy, the Father of Advertising said: “On average, five times as many people read the headlines as read the body copy. It follows that unless your headlines sells your product, you have wasted 90 per cent of your money.”

How to write killer headlines

1. Keep it short and sweet: Short headlines are snappier and easier to digest.
2. Numbers are your friends: People love lists. So, “10 Tips for Better Headlines” is more tempting than “How to Write Better Headlines.”
3. Trigger emotions: Use words that evoke emotion – think “exciting,” “jaw-dropping,” or “heartwarming.” That is, hopefully, why my ‘Killer’ headline worked.
4. Be specific: Instead of “Ways to Save Money,” go for “7 Clever Hacks to Save £1000 This Year.”
5. Create curiosity: Pique your audience’s interest with a little mystery. “The Secret to Viral Content Revealed!” has that irresistible intrigue.
6. Speak to your audience: Understand your target audience, and tailor your headlines to their needs and desires.
7. Test and tweak: Experiment with different headlines to see what works best and what draws in the most attention.
8. Stay authentic: Clickbait might get you clicks, but it won’t win you trust. Be honest and deliver on the promise of your headline.

According to Ogilvy: “The headlines that work best are those which promise the reader a benefit… headlines which contain news are sure-fire… Headlines that offer the reader helpful information attract above average readership… and headlines with more than ten words get less readership than shorter headlines.”

(To read more about the Father of Advertising, click here.)

Writing headlines is a blend of art and science.

It’s about capturing attention, sparking curiosity, and delivering value.

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