Advertising tycoon David Ogilvy once said:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Ogilvy was referring to advertising headlines in his quote. However, his idea stands true for all types of headlines including:
- Book Titles
- Article Titles
- Blog Post Titles
- Email Subject Lines
- Advertising Copy Headers
Each of these headlines are important for drawing the reader in. Brian Clark, the founder of Copyblogger says that 80% of people will read your headline copy, but only 20% will read the rest.
Additionally, studies show that:
- One-third (33%) of email recipients open email based on the subject line alone.
- The average click-through-rates on Facebook ads is less than 1%.
In other words, your headlines must be compelling enough to make people want to read more, whether that is your book’s title, your email subject line, or your blog post title. Your headline is either going to draw a reader in or it is going to send them looking for something else.
Think of your headline as a fishing hook with bait. You want the bait to be attractive and tasty enough for the fish to take a bite. When crafting a headline consider using one or more of these morsels:
- Fear of Missing Out
- Pain Point
There are numerous tools online that help you generate great title ideas. There are also tools that analyze how effective your title will be at engaging readers.
You can generate better headlines with these tools:
You can analyze the effectiveness of your chosen title with these tools:
- CoSchedule’s Headline Analyzer
- ShareThrough Headline Analyzer
- Emotional Value Marketing Headline Analyzer
Your headlines require more creativity and thought than all the rest of your writing. If you want reader engagement, don’t skimp on your headlines. Craft a great headline and readers will follow.
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Photo courtesy of The Lazy Artist Gallery.