David Ogilvy on How to Write Headlines

More from Ogilvy on Advertising–this time, on the importance of headlines in print ads.

“On average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 per cent of your money.

The headlines which work best are those which promise the reader a benefit–like a whiter wash, more miles per gallon, freedom from pimples, fewer cavities. Rifle through a magazine and count the number of ads whose headlines promise a benefit of any kind.

Headlines which contain news are sure-fire. The news can be the announcement of a new product, an improvement in an old product, or a new way to use an old product–like serving Campbell’s Soup on the rocks. On the average, ads with news are recalled by 22% more people than ads without news.”

If you are lucky enough to have some news to tell, don’t bury it in your body copy, which nine out of ten people will not read. State it loud and clear in your headline. And don’t scorn tried-and-true words like amazing, introducting, now, suddenly.”

Makes sense to me. Let’s rifle throught the January 16 People magazine and see how some of the headlines stack up.

“will you find the person that will change your life?” (match.com)

“I want him to learn the importance of saving. He wants whatever he sees on television. Any ideas?” (American Express)

“He’s never laid eyes on wet food this good.” (Eukanuba cat food)

“SERIOUS MORNING PILE-UP SERIOUS MORNING FUEL (Carnation)

“Do try this at home.” (Olay)

“It’s okay to do it in the elevator.” (Vaseline)

“We’ve opened the door to new possibilities.” (Cambell’s microwavable soups)

“$22.99″ (Champion Athleticwear)

“‘Nacho’ ordinary casserole.” (Velveeta)

“Smooth skin is in.” (Jergens)

“I only crave what’s in style.” (McDonald’s)

“BEHIND THIS TIE ACID COULD BE BURNING THE LINING OF HIS ESOPHAGUS.” (Nexium)

“100% tasty. 45% less fat.” (Kraft)

Some of the ads relate news, some offer a benefit. Some use double-meanings (something Ogilvy dislikes), and most are conversational (something Ogilvy recommends).

One–Champion–gets right down to business. $22.99 is not only the headline, it’s the only copy in the entire full page ad.