David Ogilvy, hailed as “The Father of Advertising”, once said, “On the average, five times as many people read the headline as read the body copy.” So, why are we quick to write the headline and focus heavily on content? After all, what good is your content if the headline is not drawing the reader in.
Headlines can dominate where our eyes are drawn to. Perhaps it triggers an emotional reaction or response, sometimes it’s the content or quite simply the size. So does this still relate to content marketing? Of course it does – maximising your audience requires you to nail the subject headline and fully engage with tactfully chosen content throughout your marketing campaigns.
The following tips will maximise your efforts in capturing your desired audience.
1 Provide value to the reader:
Is the content informative or intriguing, leaving your audience wanting more? Your headline needs to communicate a message that entices your target market to read on and provide them with value. Make it worth their while.
2. Create curiosity, but don’t embellish
If you have an interesting fact or statistic, leverage in your headline. Create curiosity but don’t go for criticism – check your facts!
3. The headline should summarise your content
Your headline outlines what is to follow – this is its core function. Read over your body copy and understand the main point you are trying to bring to the reader’s attention.
4. Short & sweet
Short, punchy headlines are most likely to be read so eliminate excess words (Studies have revealed 6 words are ideal). Use exciting adjectives to draw your readers in.
There is a fine line between clever and stupid – make sure you can walk the walk, then talk the talk.
