Oct 2017

Making Headlines

“On the average, five times as many people read the headlines as read the body copy.” -David Ogilvy.

Let’s face it: writing isn’t an easy thing for everyone (present company excluded). Writing headlines can be even more of a challenge. But, a good headline can make or break engagements with your article, post or whatever it may be that you’re promoting. It sets the tone for the rest of the copy. It can either pull consumers in or push them away. No pressure, though, right?

So, how do we begin to craft eye-catching headlines that will get your work noticed? Check out these helpful tips to get started!


1. Keep it focused

Remember when you start writing headlines that the primary goal is to get just the first sentence of your copy read and the ultimate goal is to connect with consumers on an emotional level. You’ve got to convey the reason why they should keep reading with just a few words, so make them count. Think about what big benefit reading further can provide or who you’re targeting to get a start here.


2. Keep it short

In today’s consumer world, people have a shorter attention spans than ever before. They’re constantly being hit with new information from wanted and unwanted sources, and thus have learned to vet their content accordingly. So, keep your headlines short and sweet to gain maximum consumer attention.

Remember, people will hopefully be sharing this on their social media, including Twitter, which has a specific character limit. Before deciding on any headline or short statement, think, “How would this look on a hat?” to keep your sentiments short and directly to the point.


3. Make it sexy

Just because you’re being focused and short with your headlines doesn’t mean they can’t also be interesting! Try your hand at a little alliteration (see what I did there?). Use strong language, verbs and adjectives that really pack a punch. A unique headline will always catch more attention than an exceedingly dull one.


4. Optimize wherever possible

Headlines are important enough that a single word can impact a campaign dramatically. Use these opportunities to not only optimize to your audience, but to social media and search engines, as well, to yield the best results.

Writing headlines and writing for promotional merchandise provide very similar experiences. You can use the above tips to optimize copy space on your promotional products, as well. Happy writing!