Frontline Perspectives

If you’re like most people, you aren’t reading this.

That’s because only 20 percent of people read beyond the headline. That’s a disheartening realization for a copywriter, believe me. I could go on and on here, bemoaning the decline of reading as a leisure activity, or I could look at this as a challenge to write better headlines.

Because the fact is, a really good headline will make people read on. And if the rest of the copy is persuasive and convincing, there’s a good chance the reader will take action. That’s of course what everyone in marketing wants — from the copywriters to the executives.

So, how do you write a good headline? Let’s take a few pointers from copywriting genius Victor Schwab. In his book How to Write a Good Advertisement, he outlines five fundamentals for writing a good ad, the first of which is “Get Attention.” According to Schwab, this step really is primarily about the headline. Here are the main points, in a nutshell:

1. Promise a reward. A good headline should highlight either a positive outcome or risk aversion.
2. Use as many words as you need. You might think short and punchy is the way to go, but some of the most successful headlines are long. (Note: “Long” does not mean “wordy.”)
3. Be specific. Use the language of your target audience, and use specific dates if any apply.

Check out Schwab’s “100 Good Advertising Headlines” to see some of the best headlines in advertising and why they were so profitable.