The Art of the Headline: Some Tips from Old Masters
Advice from Ogilvy & Caples still resonates today
When it comes to direct marketing, the power of a headline cannot be overstated. This is especially true as consumers are trained by digital media to have shorter and shorter attention spans. If you’re selling with the written word, and your headline isn’t a “scroll-stopper,” you’re pretty much doomed.
Drawing inspiration from the Masters of Marketing, let’s dive into the art of crafting headlines that don’t just capture attention but also sell.
The first thing the Masters would want you to know is that a headline is more than just an opening line: It’s a strategic tool. In Confessions of an Advertising Man, David Ogilvy wrote:
The headline is the most important element in most advertisements. It is the telegram which decides the reader to go on reading.
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.
If you haven’t done some selling in your headline, you have wasted 80 per cent of your client’s money.
That was in 1963. I can’t imagine what those statistics would look like today! Needless to say, the sentiment holds. Your headline is the gatekeeper of your content. If it doesn’t intrigue, you’ll be left on read.
Ogilvy also believed headlines should work to build brand image. His approach often involved stirring curiosity while keeping the brand at the forefront. Below is a classic example.
John Caples, a pioneer in testing advertising effectiveness, had a more straightforward approach that will appeal to Amazon sellers. He advocated for headlines that were clear and direct, emphasizing a benefit to the reader. His approach was to highlight a problem, offer a solution and instill a sense of urgency.
For example, if I were selling my formula for scripts that sell as an online master class, a Caples headline might look something like this:
Stop Wasting Money on Ineffective Ads! Discover a Proven Method to Boost Sales
This headline identifies a problem, proposes a solution, and implies urgency and a benefit.
Crafting the Perfect Headline: A Blend of Caples & Ogilvy
Combining the clarity and directness of Caples with the branding and curiosity elements of Ogilvy can lead to powerful headlines. Here are some tips inspired by their philosophies:
Be clear but compelling. Your headline should make an offer or pose a question that speaks directly to the reader’s needs or curiosity.
Include a USP (Unique Selling Proposition). Highlight what sets your product or service apart. This not only piques interest but also starts building your brand narrative.
Invoke curiosity without being cryptic. While you want to intrigue your readers, avoid being so vague that the message gets lost.
Test and refine. This is just DR 101. In the infomercial world, we used to say: “Test, test, test before rollout.” Even if we had a winner out of the gate, we tested other openings and offers. So don’t be afraid to experiment with different headlines and see which resonates most with your audience.
Maintain brand consistency. Today, it’s all about starting a customer relationships that can maximize lifetime value (LTV). As a result, ensure that your headline aligns with your brand’s voice and values — a lesson from Ogilvy that remains timeless.
In summary, the art of the headline lies in its ability to succinctly capture attention, deliver a message and maybe even leave a lasting impression. By harnessing the wisdom of Caples and Ogilvy, direct marketers can create headlines that not only draw readers in but also lay the groundwork for successful campaigns. Your headline is the first — and possibly the last! — impression you make on a prospective customer. Make it count.
It’s the holidays, and I’m in a giving spirit, so the content I usually put behind a paywall will be available to everyone for a limited time. This week, free subscribers get access to ‘Recent Tests,’ a feature that reports on what the major DR marketers are attempting. (Note: The key word is “tests.” Many of these will not survive and become advertising campaigns.)
And hey, if you feel like giving, you can support my work by clicking the button below.
Recent Tests
Bed Scrunchie
Pitch: “Easily secures any bed sheet to any mattress”
Offer: $39.99 for one, 2nd one for 50%
Starring: Jack Nekhala (inventor) and Mike Nusinkis
The closest thing to this in DRTV history was Lori Greiner’s Better Bedder from 2021, which I don’t believe went anywhere.
