How Ogilvy Can Make You a Better Headline Writer

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David Ogilvy published “Confessions of an Advertising Man” 45 years ago. The book remains an entertaining read for any ad pro. His advice on headline writing applies to bloggers and copywriters today.

Ogilvy would have thrived in new media. He craved research data (working with Dr. George Gallup) and tracked clients’ sales. Ogilvy also appreciated direct selling and writing “potent” copy. He said that 5 times as many people were likely to read a headline as they were to read the body copy. It’s probably now a 100:1 ratio. Think how many headlines you scan on the del.icio.us hotlist, StumbleUpon or digg. 

For these Ogilvy headline rules swap product with your blog post topic:

1. “Use the headline to flag readers who are interested in the product you are selling.” (Blogging on something specific? Include in headline.)
2. “Every headline should appeal to your reader’s self-interest.” (What’s in it for them? Are you sharing something? Zen Habits. Are you providing specific opinion? Consumerist. Are you selling a service? Writing White Papers. Be sure to say it.)
3. “Always try to inject news into your headlines. The consumer is always on the lookout for something new.” (It’s why gadget blogs and celebrity blogs are so popular. They cover news by the hour.)
4. “Other words and phrases which work wonders are How to, Suddenly, Now, Announcing, Introducing, It’s here, Just arrived, Important, Wanted, Truth about, Advice to…” (Sound familiar?)
5. “Include the selling promise in your headline.” (12 words beats 3 words, Ogilvy wrote.)

Some bloggers who are established brands like Seth Godin can get away with a one-word headline.

One-word headlines are rare and rarely work.

The cover of Oglivy’s book is designed around one letter, but it’s been working for 45 years.

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