Congratulations. You’ve already beaten the odds.
On average, 8 out of 10 people will read the headline of a piece of content – but only 2 out of 10 will read the rest. Which means you’re now part of the rare 20% who made it past this title.
That’s the 80/20 headline rule in action. The headline isn’t just decoration; it’s the make-or-break moment that decides whether someone reads on – or scrolls right past.
As advertising legend David Ogilvy once said:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
In other words, your headline is where the real money is.
Why headlines matter more than anything else
You could pour your heart and soul into the best 800-word blog post of your career – we’ve been there – but if the headline is bland or forgettable, it may never get read and all that effort just goes to waste.
Think of your headline as the front door to your content. It frames the value of what follows and sets the promise for your reader. That’s why headline optimisation should be at the top of your copywriting priorities.
Luckily, great headlines aren’t magic. They follow patterns, principles and techniques you can practice and refine.
8 tips for writing headlines that actually get read
1. Use numbers
Our brains love specifics, and numbers signal exactly what’s inside.
Example: 8 Content Marketing Stats You Need to See
2. Focus on value
Make it clear why your reader should care. What’s in it for them?
Example: Increase Your Open Rate with These Proven Strategies
3. Use strong verbs
Skip weak “to be” verbs. Choose active ones instead.
Example: 6 Ways to Improve Your Writing Skills
4. Include the reader
Make it personal. Put “you” and “your” front and center.
Example: Check Your Eligibility In Less than 30 Seconds
5. Ask a question
Questions spark curiosity and invite clicks.
Example: Is Supermarket Roast Chicken Good or Bad for You?
6. Be specific
Being vague doesn’t convert. It only reduces the confidence of the reader.
Instead of Improve Your Marketing, try Boost Email Opens by 20%
7. Tap into emotion
Play to curiosity, FOMO or ambition.
Example: Ignoring This Could Cost Your Business Six Figures
8. Entertain
Humour, wordplay or a little unexpected twist can make readers pause and click.
Example: To Blog Or Not To Blog – That Is The Question
Your headline isn’t just the start of your content – it is your content until a reader decides to go further. Treat it as the most valuable line you’ll ever write. Because, in Ogilvy’s words, every headline is worth “eighty cents out of your dollar.”
Blue brands cater to a diverse group of audiences from different backgrounds and levels of ability. For example, government agencies will often promote services, campaigns and ideas [...]
Low engagement on social media and broader digital channels has become an ongoing challenge for blue brands. While it’s easy to blame factors like algorithm changes, you [...]
One of the most common questions we hear from our clients, especially the B2C ones is, “How can we increase our engagement rate on Instagram?”. Instagram, in [...]
Since Elon Musk purchased the social media platform formerly known as Twitter in October 2022, it has lost around 23% of its active users. While all other major [...]
We all know the 5-second rule - the amount of time a piece of food can be on the ground and still safe to eat - but [...]
It’s time to finish the end of financial year (EOFY) with a bang! An EOFY sale is a great strategy to boost your sales (especially when things [...]
This year is flying by, isn’t it? Over the past fortnight we’ve been sending out our client Audience Intelligence Reports for Q1 of 2024 (January to March). The [...]
Yep, we did too! Kia’s recent campaign promoting the launch of their new ute is an example of brand awareness done right. The campaign made its introduction [...]
Everyone is avoiding the 'R' word at the moment, but there’s no doubt Australia is in the middle of an economic downturn. If you’re noticing a dip [...]
Colour psychology plays an integral role in marketing your business. If you’ve never heard of colour psychology before, it’s the study of how different colours can affect [...]
Blue brands cater to a diverse group of audiences from different backgrounds and levels of ability. For example, government agencies will often promote services, campaigns and ideas [...]
Low engagement on social media and broader digital channels has become an ongoing challenge for blue brands. While it’s easy to blame factors like algorithm changes, you [...]
One of the most common questions we hear from our clients, especially the B2C ones is, “How can we increase our engagement rate on Instagram?”. Instagram, in [...]
Since Elon Musk purchased the social media platform formerly known as Twitter in October 2022, it has lost around 23% of its active users. While all other major [...]
We all know the 5-second rule - the amount of time a piece of food can be on the ground and still safe to eat - but [...]
It’s time to finish the end of financial year (EOFY) with a bang! An EOFY sale is a great strategy to boost your sales (especially when things [...]
This year is flying by, isn’t it? Over the past fortnight we’ve been sending out our client Audience Intelligence Reports for Q1 of 2024 (January to March). The [...]
Yep, we did too! Kia’s recent campaign promoting the launch of their new ute is an example of brand awareness done right. The campaign made its introduction [...]
Everyone is avoiding the 'R' word at the moment, but there’s no doubt Australia is in the middle of an economic downturn. If you’re noticing a dip [...]
Colour psychology plays an integral role in marketing your business. If you’ve never heard of colour psychology before, it’s the study of how different colours can affect [...]
