On average, five times as many people read the headline as read the body copy

So said David Ogilvy – who went on to say “When you have written your headline, you have spent eighty cents out of your dollar.” Grabbing people’s attention is therefore key to your success. Obviously, as it suggests above, your headline won’t appeal to everyone. But to those it does resonate with, you’ve got your audience hooked. They are the ones who will read on and want to find out more about your products or services.

Of course in order to make a sale, your copy has to fulfil on the promise of the headline. It has to keep your potential customer’s interest and tell them quickly and succinctly what they need to know - and how to get it. It will tell them with passion, energy and enthusiasm how you can help make their lives easier, solve a problem or headache for them, or give them valuable information. That way they’ll be driven to contact you to find out more or buy your solution.  

Without a strong and powerful headline you could lose many potential customers and waste your marketing spend. So get creative and make your audience an offer they can’t refuse.